posted by Stephanie Steimel on Monday, December 19, 2016 in Unified Communications and IT Blog

The impact branding has on consumers seems like magic.  It can instantly give positive impressions of your business or service. I’m going to reveal the secrets to how branding works so you can pull back the curtain and apply a little magic of your own to your As-A-Service model.

 A strong brand is a recognizable name, symbol or image that differentiates one product from its competitors. It is separated from the rest because of consumers’ feelings toward it. As a Solution Provider, you’ve taken careful consideration into cultivating a brand for your business.  You’ve made your logo, website and content consistent with the overall impression you want to give of your business. If not - then take this marketer’s word for it and get started - it’s important!

So you’ve branded your business… but what about your services?  Many Solution Providers are branding their As-A-Service offer to appeal to customers and set themselves apart. After all, a well perceived brand has five crucial benefits as explained by BrandXpress.  By consistently branding your financing options – for example IT as a Service or Tech Refresh program – you’ll gain the following values:

1.Recognition and Loyalty – Your service’s unique name will grab your prospect’s attention and be instantly recognizable. It will also keep you top-of-mind and separate you from your competition because they aren’t offering the same service.

2.Impression of Size – Customers assume you are a larger company to be able to brand your services. They also think many clients invested in the same service so they feel reassured by their decision to do the same.

3.Experience and Reliability – Similarly, customers believe larger companies with recognizable branding have experience and have been in business a while. This reassures your clients that you’ll be around a few years down the line. This is vital for smaller, more recent start-ups.

4.Impression of Quality – If you show someone two identical products and one has a brand on it and the other doesn’t, they will choose the branded item and believe it is higher quality.  The same goes for your services. Selecting IT as a Service sounds like an established, higher-end choice compared to the ‘monthly payment option’.

5.Link Multiple Products/Services – If a customer is happy with one of your services or products, they’re more likely to buy something different with the same brand. For example, a customer that loves their iPhone would easily purchase an iPad. So, if they’re happy with your IT as a Service, chances are they’d be an easier sell for your Security as a Service too.

Sell your financing and As-A-Service models by branding them like the unique services they are.  Your customers will respond to your services and your company favorably if you do. You gain five great benefits from just a smidge of creativity and a good helping of consistency. So the only question left is . . . why not brand your services and watch the magic go to work?

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About The Author

Stephanie Steimel is the Marketing Specialist for the Unified Communications & IT Group at GreatAmerica Financial Services located in Cedar Rapids, Iowa. She provides creative marketing support and helps build brand awareness. Stephanie started her career at GreatAmerica in 2014 when she joined the tax department. Prior to joining GreatAmerica, she designed billboards locally and received her B.B.A degree in Business Marketing and her B.F.A degree in Graphic Design from the University of Iowa.

  1. as-a-service
  2. branding
  3. managed services
  4. marketing
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