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How to differentiate a service and establish a brand identity

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How to differentiate a service and establish a brand identity

How to differentiate a service and establish a brand identity

Please make sure you read the lesson in Modules first!

  1. Tangibility– A service is different from a physical good, for several reasons.  Most obvious, of course, is that it is not a visible,tangible thing you can hold in your hand.  So, a photo of the product is not an option when the brand is promoting the product.  However, visual elements are crucial for establishing their brand identity in our hearts, so service brands must use other visual elements to make us understand what this brand is all about.  For example, Tiffany has its Tiffany blue box with the white ribbon; UPS uses the color brown for its trucks, uniforms and equipment; Louboutin has red soles.
  2. Service is connected with the service performer– Theservice performer is also an integral part of the service, and service quality can vary greatly because of this fact.  Standardization is important for mass marketers and chain restaurants, so that the same brand identity can be created and experienced in all their locations.  For example, you wouldn’t want to have a different experience at Starbucks than what you expect. 
  3. Perishability– Also, the issue ofperishability means that time is a huge factor in conducting the service.  When that time “perishes”, it can never be made up.  For example, a Broadway show takes place, and when it’s over, empty seats can never bring in money.  Services often experience ups and downs because of the time of day or season.  Does your favorite coffee shop send you promotions to be used for mid-afternoon? 

These qualities might make it harder to differentiate a service than a tangible good, but of course it has to be done.  It looks easy when a company does it well.   And many do. 

  1. Name a fashion service company, and explain to us how they differentiate theirpositioning.
  2. How do they attack the three differences between goods and services (use headings:  1.; 2.; 3.)? 
  3. Use visuals! 



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