Service Branding

Its easy to brand a product as the product has a certain characteristic to it that does not change in every output cycle. 

Service Branding

Its easy to brand a product as the product has a certain characteristic to it that does not change in every output cycle. Although there are companies that do not produce anything and provide services like beauty studios or courier services.

Since each client demands different standards and each employee delivers different levels of service, it becomes difficult to have a 100% consistency in the output. This is where service branding comes in.

A perfect example of this is Domino’s Pizza, which already has a branding for their product of Pizzas but are better known for their service branding of “if it is not delivered in 30 minutes, the Pizza is free” 90% of the clients know Domino’s more for their service branding as against their product branding.  

Another example of this is DHL which is a global logistics company. They are a purely service company who really don’t have a product, but follow the tag line of “Excellence. Simply Delivered”  

DHL controls 8% of the global market share of logistics supply chain and most of their customers swear by their service and timing of deliveries, even though they charge a premium over other companies.

"The point is that by providing these extras, you’re teaching consumers to associate your brand with a certain user experience and driving them to keep coming back to have that experience again"

A lot of people value service and quality of service, and this is the target market for Service branding. Usually these people are from a more upscale market with lesser budget constraints, but highly demanding.

Another example we can take was from the now debunked Kingfisher Airlines which used to brand themselves as a 5 Star airline, and people who used to fly Kingfisher used to have a certain ego about it.