{"id":558,"date":"2015-08-17T20:34:08","date_gmt":"2015-08-17T18:34:08","guid":{"rendered":"https:\/\/www.synchroteam.com\/blog\/?p=558"},"modified":"2015-08-24T23:20:58","modified_gmt":"2015-08-24T21:20:58","slug":"brand-strategy-for-field-service-providers","status":"publish","type":"post","link":"https:\/\/www.synchroteam.com\/blog\/?p=558","title":{"rendered":"Branding basics for field service providers"},"content":{"rendered":"

Are you in the area of field service? Do you dispatch technicians, manage call outs, and organize schedules? You might not believe me, but businesses like yours already have a leg up when it comes to brand strategy<\/strong>.<\/p>\n

Brand strategy for field service<\/h2>\n

No, really. I know you\u2019re not Apple or HP, but hear me out.<\/p>\n

Brand image, branding and brand strategy are all ways of describing the process of how you communicate your product or service.<\/strong> It\u2019s the how, what, when, and to whom of your brand communications and, if it\u2019s done right, will lead to consumers thinking you\u2019re more than worth the price they pay for your services – and what business wouldn\u2019t want that?<\/p>\n

So how do businesses that operate in the field already have a leg-up? Well, as I see it, it\u2019s thanks to the fact that brand image is about service<\/em>, not product. Sure, a shiny new gadget makes it easy to get customers through the door, but what keeps them coming back is the service they receive while they\u2019re there, and the impression<\/em> that they take away – not the product. So how does it help when your business model is light on shiny gadgets? Your businesses are already 100% service, day in and day out. You’ve got the advantage because you\u2019ve been playing the game without even knowing it!<\/p>\n

\"You're<\/a>
You’re already focussing on the most important thing – attrib: Dennis Skley<\/figcaption><\/figure>\n

<\/h1>\n

 <\/p>\n

You already know how to keep customers happy, because return customers, the ones who call you<\/em> first when they have a problem or idea, are your lifeblood. You already work on your brand strategy, each and every day, by simply showing up and doing what you do. You\u2019re pros! All you need to do now is rein it in, and pin it down<\/strong>, because brand strategy can be a pretty wild and mysterious beast.<\/p>\n

If you\u2019re already a successful business, chances are that your brand image is already positive. Now make it stays that way, and scales with the growth of the business, by actually writing it down and making it work for you. Here\u2019s how:<\/p>\n

Brand strategy basics for field service providers – HVAC, telecoms, security, maintenance, and more<\/h2>\n

# Assess what you\u2019ve got<\/strong><\/p>\n

Sit down and try to figure out why your customers keep coming back<\/a>\u00a0(hint: you want no. 6!). Sure, it might be because you sell aircon units, and it gets really hot in summer, but that\u2019s why they want aircon, not why they want you!<\/p>\n

# Figure out your strengths<\/strong><\/p>\n

What does your company pride itself on? What do you value above all else in business strategy and in your people? What do you tell new recruits on their first day, what motivational posters do you pin up in the cafeteria? Have you won awards? What for? What do people talk about in their online reviews and testimonials about your company?<\/p>\n

# Don\u2019t get overwhelmed<\/strong><\/p>\n

People get VERY ambitious when it comes to branding. Some companies can afford to (hello Apple!), but it\u2019s important not to get overwhelmed by the bumph that marketers throw around in articles and online guides. You don\u2019t need to know what your customers want before they do – or, more accurately, you do, but not with any mystical fortune-telling skills. Just get to know your customer. Once you know the customer like a friend, you\u2019ll automatically know what will make them happy, and by doing what makes them happy, you\u2019ll find yourself in an excellent position for positive branding.<\/p>\n

# Don\u2019t force, mold<\/strong><\/p>\n

Once you\u2019ve gathered what you\u2019ve got and what you\u2019re aiming for, measured the distance between the two, and added in what you think you can to to improve it, you\u2019ve got yourself a brand strategy<\/strong>. The important thing here, however, is to work with what you have, molding it and encouraging it among your business initiatives and employees.<\/p>\n

Harsh changes – and hopefully they won\u2019t be necessary – will upset the status quo. And while a little bit of \u201cdisruption\u201d keeps things fresh, too much will make employees miserable. Encourage them to feel like stakeholders in the strategy, to take pride in your brand image. Almost everyone, whether old-timer or millennial<\/a>, loves to be able to say they\u2019re proud of the company they work for. Leverage that.<\/p>\n

# Do it from the get go<\/strong><\/p>\n

While existing employees need gentle molding, you can be far more upfront with new hires. Make sure recruiters are crystal clear on your new, explicit brand strategy, and hire accordingly. Even if you do the recruiting yourself, consider getting some HR advice to make sure your interview technique is right for filtering the candidates that will do you proud.<\/p>\n

Feel more confident about developing a brand strategy? If you’ve got any questions, send us a Tweet<\/a>!<\/h3>\n

Header image thanks to\u00a0Alexandre Normand <\/a>– does your brand make your customers just as happy?!<\/em><\/p>\n

Article originally published on\u00a0Aug 17, 2015.<\/em><\/p>\n

<\/h1>\n","protected":false},"excerpt":{"rendered":"

Are you in the area of field service? Do you dispatch technicians, manage call outs, and organize schedules? You might not believe me, but businesses like yours already have a leg up when it comes to brand strategy. Brand strategy for field service<\/p>\n","protected":false},"author":6,"featured_media":563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"\nBasic brand strategy for field service providers<\/title>\n<meta name=\"description\" content=\"Branding is key, but can leave field service providers at a loss. 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