“It’s finger-licking good.” When you read this, what comes to mind? You guessed right, it’s “KFC.” That’s the impact of branding. Around 80% of customers buy items from the brands they recognize.
Branding is not just a name, symbol, or logo representing your company. It’s what sets you apart from your competitors. Over time, a strong brand can help you build customer loyalty. Businesses spend millions on making their brand more memorable and impactful. That’s the value branding holds. In this article, we’ll explore the impact branding has on building customer trust in field service businesses. Let’s get started.
Impact of Branding in the Field Service Business
1. Makes your business more recognizable
The impact of branding begins with making your business more memorable and recognizable. Customers are more likely to trust the brands that they know and recognize. Creating a well-designed brand is essential if you will stand out in your customer’s mind.
Customers engaged with your brand are 52% more valuable than customers who are merely “satisfied.” If you can connect with your customers emotionally, you can generate a staggering 306% higher lifetime value through them.
2. Builds Brand Trust
Brand trust is your customer’s confidence in your ability to deliver on what you have promised. Having high brand trust helps you to build a loyal customer base over time. As you continue to meet the expectations that your customers set for you, your brand trust grows, and you are rewarded with increased customer loyalty and brand advocates.
3. Let’s you charge more
The most crucial impact of branding is that it allows you to charge more. You can potentially boost your business revenue by 23% by having a consistent presence on every digital platform and increasing your brand’s name recognition—allowing you to charge more.
But how exactly does branding help a business achieve this? Let’s look closer: Have you ever wondered why you’d pay more for a specific coffee brand when other options are on the shelf? The secret lies in building and keeping a strong brand identity. This effort not only adds value to the minds of customers but also makes your service stand out from the crowd. This distinctiveness makes customers feel okay with paying extra and setting your business apart. a strong brand doesn’t just let you ask for higher prices—it creates a proposition that allows you to charge more for what you offer.
Make sure to deliver a quality service experience, as it will reflect on your brand’s image. Customers are often happy to pay extra for brands that meet their expectations. Investing in branding is smart—it lets you increase prices without worrying about losing your customers.
4. Make customers your brand advocates
Branding has the magical ability to turn your customers into advocates for you. It’s like having an ambassador for your business—customers who are so impressed with your brand and quality of service are not only willing to pay you more but also go a step further by telling their friends and family about you. People’s buying behavior is story-influenced, and they are more likely to commit to a purchase when they hear good things from someone they trust.
5. Sets you apart from other brands
Building a solid brand identity is a time-consuming process, but in the end, it’s worth it. There are several elements to consider when building a brand, from your name and logo to your values and messages. This mix creates a brand personality that sets you apart from everyone else in the market. As time goes on, this distinct brand identity gives you a clear advantage over your less recognizable competition.
How to build a brand
1. Identify your audience
Before diving into brand development, it’s crucial to identify who your brand is meant for. Different people respond to various tones, aesthetics, and brand personalities. Skipping this step may lead to trouble in creating a brand that truly engages and connects with your target audience.
One simple way to understand your audience is by creating buyer personas. These are rough sketches of your typical customer, including basics like name, age, location, and income and in-depth information such as political views, product use cases, and the brands they prefer. Over time, you’ll naturally learn more about your audience as you develop your brand and make more sales.
2. Define your brand’s purpose
What is your brand’s ‘Why’? Consider where your brand fits in your industry. Start by crafting a single purpose or mission statement that clearly communicates your brand’s goals. This statement will guide other branding activities, so it should align with your business plan and core values.
If you find it challenging to create a mission statement, try answering fundamental questions about your business:
- Why does your company exist?
- What problem can your product or service solve?
- Why should customers choose you over a competitor?
Remember, a mission statement is primarily for internal alignment, not flashy marketing campaigns. You’ll have time to craft catchy marketing messaging later.
3. Create a brand voice and personality
Personality is a key aspect of your brand, showcasing your company’s uniqueness and attracting the customers you want. Your brand’s voice should echo consistently across all operations—from web copy and social media profiles to emails and product pages. Customers who interact with your brand should encounter a distinct voice and personality.
The choice of voice depends on your audience, mission statement, and industry. For example, if your target audience includes Gen Z, who often use slang, consider integrating that into your brand voice for better connection.
Research your target audience’s preferred personality within your industry for inspiration. Explore five basic brand personalities—Excitement, Sincerity, Ruggedness, Competence, and Sophistication—to help conceptualize, define, and develop your unique brand personality.
4. Set expectations
Creating a trustworthy business hinges on setting and meeting consumer expectations. Understanding your target audience on a granular level is crucial. Offer customers information that guides them towards solutions they desire, and importantly, don’t make promises you can’t keep. Promote your brand values and, more importantly, stick to them. Consistency in delivering what you promise helps build trust and credibility.
Here are our tips for expectation-setting.
- Make sure you understand your target audience on a granular level
- Offer customers information that guides them to solutions they want
- Don’t make promises you can’t keep
- Promote your brand values—and stick to them
5. Deliver services to exceed the expectations
Go the extra mile. To create a business people can trust, aim not just to meet but to exceed customer expectations. This requires a deep understanding of what your customers are looking for and a strategy to build awareness of how your brand not only meets but surpasses their needs. By consistently delivering services that exceed expectations, you build trust and create a positive brand image that encourages customer loyalty.