Not to be confused with branding your company, branding your services provides a great point of differentiation and perceived value. Two examples of this type of branding are found with UPS WorldShip™, their international shipping process, and UPS Quantum View®, created to help customers manage shipping information. UPS brands most of their processes as proprietary—available only at UPS.
Giving a company’s products or services different brand names is referred to as individual branding. One advantage of individual branding is that each product or service has a unique image and identity. This also facilitates the positioning of each product by allowing a firm to market its various brands differently.
VIA Marketing recently used individual branding to help Challenger Learning Center of Northwest Indiana better publicize its programs and events. When we first met our new client, we took a look at each of their nearly 20 program flyers. Laying the flyers side-by-side, they didn’t look like a family of programs from the same organization. We went to work and created a separate brand for each category based on its target audience. Now each program area (youth, education, public, corporate) has its own logo. Flyers within each program area carry a cohesive look while publicizing different events and learning opportunities.
Another client, Vanco Construction Services, wished to bring attention to the proven, quality processes they use daily in their business. As this method favorably differentiates them from their competition, VIA created an individual brand and sales sheet for their process: Vanco Vantage 3D.
For more information about how we can help you brand your service or process, give us a call at 219.769.2299 or send an email.
Let’s talk about it.