Here’s a tale of two companies for your afternoon consideration.
The first company, which we’ll call “Brandawesome,” is in the lawn care business. They rise meteorically in the local community, eventually becoming the name in lawn care in, say, southern California. As they grow, they lose some of their initial strength in customer service and quality of lawn care, but they’re still the biggest name out there.
The second company is, let’s say, “Brandlame.” They are extremely professional, well-liked and very good at customer service, but their marketing is downright terrible. As a result, while they have a small, loyal customer base that is slowly growing, they have little name recognition.
Care to guess which company is going to do better?
It’s not necessarily the truth anyone wants to hear. It’s not a universal one, either. By and large, though, companies that effectively brand themselves as a great company will continue to reap the benefits of that even after their day in the sun has come and gone. Alternatively, truly excellent companies rarely blow up until they effectively develop their brand, their logo, their slogan, and the thousand other facets of a successful marketing effort that comes along with it.
The moral of the hypothetical I provided is not that you should put out shoddy products and focus all your energy on making your company name a household one. It’s that you can’t focus purely on the quality of your workforce, your product, or your service if you want to make an outsized splash in the business world. Branding is a big piece of ensuring you can.
Never forget this necessary balance as you grow your business. Tell us all a little bit about how you brand your business.
Photo credit to scataudo at http://www.sxc.hu/photo/76587
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