Creating (and using) your brand’s strategy as a service provider

Here at WCO, we believe that creating a consistent, cohesive, enjoyable and ease-filled brand starts with strategy. A clear plan for how your brand will be experienced. But knowing your strategy and actually putting it to use can be two very different endeavors. Because there are some key ideas to consider if you’re a service provider that aren’t necessarily relevant if you’re a personal brand. So, throughout the month of May, we’ll be walking through the four main audiences we serve as well as the considerations to take when it comes to creating a brand that truly supports your next level in business. 

SERVICE PROVIDERS 

The service provider is someone who is selling a done-for-you service. It could be a solopreneur who is solely responsible for doing the work or a team that executes everything. Either way, when we talk about service providers, it means the primary source of revenue comes from 1:1 work.

Examples:

  • Our brand studio, Witt and Company
  • Marketing strategists
  • Consultants
  • Landscapers
  • Personal trainers
  • Copywriters
  • Photographers
  • Interior designers
  • Coaches
  • Therapists

In my experience, the biggest brand opportunity for service providers is differentiating your work from others who are in the same or similar space.

Yes, there are a variety of ways to differentiate yourself, like being the lowest priced or having an open availability, but I love to focus on differentiation based on who, what, why and how.

Who do you get really great results for?

It should come as no surprise but whether you’re just getting started or have been around for a while, understanding who your services are meant for is such a great way to differentiate yourself from others. Let’s say there are two personal trainers who focus on strength training and conditioning. An easy distinction can be who they’re a great fit for. One serves new moms and the other serves retired professionals. This doesn’t just have to be based on demographics, either. In fact, I’d dive deeper into their psychographics – what they’re specifically struggling with, what success looks like for them, what they value, etc. 

What is the transformation that they’ll experience because of the work you do?

It’s the result, the transformation, that the ideal client experiences because of the service that you’re providing. When you lead with the result, you’re helping to draw that line in the sand on how you’re different from others – because yes, you may offer the same service as someone else, but the result that you deliver could be completely different. For example, you may focus on social media marketing for brand awareness and creating sharable content while another service business in your space offers social media marketing as well but their result is specifically lead gen through DMs. Same service, different result.  

 Why does that work matter in the first place?

I know I’ve shared this before but I just love the quote from Simon Sinek so much: “People don’t buy what you do, they buy why you do it.” When you clarify your why, you’re able to build an even stronger connection with your audience and further differentiate your brand from others. Because examples are great, let’s say we have two wedding photographers. One believes in capturing the small, tiny details of a wedding because that is what helps tell the story of the day, and the other believes in capturing the big picture of friends and family. Both delivering the same service but two very different reasons for why they show up every day. The best part is that there isn’t a right or a wrong answer, but rather, your why will help to connect you with people who also believe and are aligned with the same why. Using our photographers again, a couple who wants to cherish the small details will most definitely align more with number one versus two. And, the couple who wants to have a lot of photos with family and friends will align more with photographer two. Again, no right or wrong, just intentionally different. 

How do you want people to feel when they experience your brand? 

This is the fun part when you can really dig into the personality of the brand and then bring it to life with your visuals. The goal is to identify what top five or ten characteristics you want to represent the brand. Again, this is a great opportunity to be different than what others are doing. In this example, let’s compare two copywriters. Copywriter A wants her brand to represent the words relaxed, elegant, refined and structured. On the flip side, Copywriter B wants to be aligned with loud, fun, excitable and creative. Two very distinct personalities that will result in two completely different brand experiences. Everything from the words they use to the colors they incorporate into their visuals will be different. Again, not right or wrong, just different. Which, if you haven’t figured out by now, is the point 🙂 

And with that, happy branding!