By George Farris
YOUNGSTOWN, Ohio – Many service businesses, especially new service businesses, have trouble branding and positioning themselves.
It’s difficult to sell something if your audience doesn’t understand what it is or what it does. Take marketing, for example. Ask 10 people to define marketing and you’ll get 10 different answers. Many would just say, “Not sure, exactly.”
And when you sell something invisible – like marketing advice – you are immediately at a disadvantage. The same goes for startup businesses and nonprofit organizations that offer a product or service never before offered.
Most public services don’t have a problem with recognizing or understanding of what they want. For example, if the word “transit” is in the brand name, they must offer transportation. Public library? Duh.
Is there anyone in the world who doesn’t know what the police do? How about the fire department? Or paramedics?
Brand Icons
What about the icons public service organizations use? Talk about brand recognition! These services are recognized worldwide by their branding icons. At a glance, almost everyone immediately knows what these three icons represent.
The brand icon for police departments is a badge. The brand icon for fire departments is a fire helmet and ax. The brand icon of paramedics is the Star of Life, a blue six-pointed star with a white border, and the Rod of Asclepius (ancient Greek god of medicine) in the center. How can you not be jealous of such brand recognition?
Brand Positioning
Consider the brand positioning of police, fire and paramedics.
Paramedics. Paramedics save lives every day, just like the battlefield medics you see in every war movie. They come rushing in when you are hurt or very sick, often arriving within minutes of being called. Do you know any paramedics? They do their thing day after day and rarely receive individual recognition. But their organizations are very much in demand.
Firefighters: Sure, you are jealous when you see them sitting outside the station on a lawn chair catching rays to touch up their suntans. What you don’t see is when they rush into buildings consumed in flames, the structures so hot that materials are literally melting before the flame gets to them.
Police: Once universally revered and respected, today they are often the target of little people with big egos. Still, there is no profession that is called so often for help. Police don’t get rich. They rarely become famous. But these women and men get up most days and strap on a bullet proof vest before saying goodbye to their families. What does that say about the risk they face at work? Think about the risks you face at work. My biggest risk is carpal tunnel. Theirs is a bullet.
Your Brand
You’ll probably never reach the level of recognition that police, fire and paramedics have earned. But every company can offer better service, foster teamwork and demonstrate dedication. By embodying those principles, you can build a reputation. And that reputation will build your brand.
George Farris is CEO of Farris Marketing.