Your name/logo on your truck in itself encourages nothing. If someone calls because they saw your name/logo, it is usually because they have already decided to part with some money for the services you offer. Your van, business card, or whatever came in front of their eyes at the right time. Just luck is all.
Since when is a [I]logo[/I] the same as a [I]brand[/I]? Having a logo on a truck or business card is good [I]advertising[/I] not branding. Until you have [I]positioned[/I] yourself in the market (ie: Marlboro vs. Virginia Slims), you’re not branded.
What you’re talking about Tony is company image which is a part of branding, but only one part and by itself means nothing except for the way it affects the customer experience.
The big disconnect people seem to be having here is that branding
needs to have meaning. People may see 4 other window cleaning
trucks weekly- who wins?
If you have not established what makes you special you will never
have brand awareness.
There is no fast and easy method and since no one on here has
achieved it, why worry about it.
[B]branding [/B]- Entire process involved in creating a unique name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Above is the business definition of branding. To me there is no “marketing vs branding” because my perception is that branding is one facet of my overall marketing scheme. To me branding is not just your logo, tagline or slogans. (although they would be a part of it) Branding is the overall image that your company creates which includes your employees; how they look, dress, whether they are clean cut or not, etc. Branding is how your work vehicle looks; does it look like a wash wagon or like someone’s personal truck. Branding is how you distinquish your business by being explicit but yet breif with your communication of your services.
So, to me branding is creating creative and unique markings that make your business stand out for one reason or another. My branding process begins with my website. From the taglines to the logo to the explanation process it sets the tone that I aspire to accomplish within the mind of my clients that sez “this is our company.”
I do get what you are saying Tony on this one. And I agree that it is a positive thing to brand your small biz and to be consistent and push your customers attention to those things that identify your services.
I think you owe Fish Window Cleaning a beer.
What I want to achieve is that when somebody thinks ‘I need to have my windows washed…’ that “We Wash Windows” is the first window washing company they think of (with a positive thought).
If I can accomplish that I’m happy.
Yeah a sht beer for a sht window cleaning company. While you’re sharing a beer with them you will realize you can’t have a conversation with them unless you’re with the franchise owner (because all the workers don’t speak english) congratulate them on “branding” their company with sh*ty work.
What is the brand awareness of Fish? (outside of the window cleaning
community)
I have had several people that used Fish and switched to me say they knew they were a national company and figured they would do a good job. Seems a bit like branding to me Paul.
You didn’t specify that it had to be a positive brand.
With those few people, I guess. You likely have several people
who used someone other than Fish at one time or another, no?
Sadly the awareness is they are not very good so it does not matter.
I doubt many know of Fish in the world any better than any other
company that advertises. Only past customers can connect the dots
The only way to really know is focus groups of the target market
One of my best clients happens to be a branding specialist. I showed him this post and asked for his feedback, so here it is.
