Many service businesses, especially NEW, and unique SERVICE businesses, have trouble branding and positioning themselves. If the target market doesn’t understand what your business does or offers, it’s a real challenge to grow.

Take marketing, for example. Ask 10 people to define or describe “professional marketing services,” and you’ll get 10 different answers.  The most common answer would probably be, “Um, something to do with advertising?”

And selling something invisible — like marketing advice —  immediately puts you at a disadvantage. But the same goes for a lot of startup businesses and non-profit organizations if they offer a product or service that is a “first” or never have been offered before.

On the flip side, most public services don’t have a problem with the market understanding what they offer. For example, if the word “transit” in the brand name, you can bet they provide transportation — usually bus, train or subway.  Public Library in the name? Duh.

Everyone knows what the Police Department offers. Same for the Fire Department and EMS Paramedics.

BRAND ICONS

Take a look at the branding icons used by the Police, Fire and Paramedics. Similar images are used in just about every nation on the world.  Talk about brand recognition!  At a glance, almost everyone immediately knows what these three icons represent.

The brand icon for police departments is a badge. Fire departments use a fire helmet and ax. The  paramedics brand icon 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

Brand recognition is one thing, but the brand positioning of police, fire and paramedics is also solid as rock.

Consider Paramedics. Paramedics save lives on a daily basis. Like the battlefield medics you see in every war movie, they come rushing in a 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 see individual recognition and their organizations are very much in demand.

How about Firefighters? Sure, you are jealous when you see them sitting outside the station on a lawn chair catching rays to touch up their suntan. What you don’t see is how they don’t hesitate to rush into a home or building to save a life while flames are consuming the structure like a marshmallow on a stick over a weenie roast campfire.

Let’s not forget the Police Department. 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 or famous. But these women and men get up most days and strap on a bullet-proof vest before saying goodbye to the family. A bullet-proof vest.  What does that say about the risk they face at work?

What’s the biggest risk you face at work?  Mine is carpel tunnel. A cop’s biggest risk is a bullet.

BUILD REPUTATION + BUILD YOUR BRAND

You’ll 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. That reputation will help build your brand.

And you won’t even need a bullet-proof vest.

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