Positioning your Service Business

Positioning your Service Business

The modern marketplace is a crowded scene, making differentiation vital for any service business. Without effective differentiation, your service business risks being lost in the crowd, failing to attract your target audience or maintain customer loyalty. The lack of a unique selling proposition can lead to a price war, reduced customer engagement, and ultimately, a dip in profitability.

Let's delve into five distinct steps to help you build a unique brand, standing out even in the busiest corners of your industry.

1. Share Your Story

Your brand's story is your secret weapon. It could be the unique circumstances that led to the creation of your business or a problem you spotted that needed a solution. Remember, people connect with stories, and sharing yours can help you connect with your audience.

• Dig deep: What were the motivations behind your business?

• Be real: Authenticity builds trust. Ensure your narrative aligns with your brand values.

• Stay consistent: Your story should be reflected consistently across all your communication channels.

2. Specialize

Choosing a specific area to specialize in can help establish your brand's authority. This could be either vertical positioning (serving a particular industry) or horizontal positioning (focusing on a unique skillset).

Vertical positioning refers to catering to a specific industry's needs, like a law firm that exclusively serves the tech sector. Horizontal positioning is about building expertise in a particular skill or service across various industries. For example, a marketing firm specializing in social media strategies.

• Identify your strengths: What are you exceptionally good at?

• Build authority: Position your brand as the go-to expert in your area.

• Stay focused: Resist the urge to cater to all. Be known for one thing and do it well.

3. Cultivate a Professional Image

The visual cues of your brand are silent ambassadors. A cohesive and appealing visual identity is vital for making a lasting impression. Here's how to level up your professional image:

• Develop a cohesive look: Whether it's business cards or contracts, consistency is key.

• Use a professional email address: Stop using the gmail address and choose a professional, domain-based one.

• Maintain harmony: All visual elements should sync with your brand identity.

4. Elevate the Customer Experience

Understanding and enhancing the customer journey is key to standing out. It's not just about the services you offer, but also how you deliver them. Here's how to nail it:

• Trace the journey: Identify all customer touchpoints from first contact to post-service interaction.

• Personalize: Respond quickly and offer something extra when possible.

• Value feedback: Regularly ask for and respond to customer feedback.

5. Become a Thought Leader

Sharing your knowledge and insights can earn you a credible spot in your industry. Whether through blogs, webinars, or social media, adding value through content can position your brand as an industry leader. Here's what to do:

• Share quality content: Blogs, webinars, or social media posts can all be useful platforms.

• Engage: Encourage discussions and answer audience questions.

• Stay updated: Share the latest trends and insights from your industry.

Conclusion

With these strategies, your service business is ready to stand out in the industry. Implementing these tips is not just about claiming your space but is a continuous process that requires consistent effort and commitment.

We simplify brand building for those starting, growing, or changing direction.

You will receive all our key articles straight to your email, once a week.

Recent thinking