When I ask some business owners about their brand they give me a list of the services that they provide. I used to do this years ago myself. But then I realized that few understood the list of the differences between the items.
At one point in time I had a single list of services that I handed out. I gave this repeatedly to a ‘networking group”, only to later find out that they thought that we only did taxes and nothing else.
I took that knowledge to aid in refining the brand, our image and our message. If necessary we have a detailed sheet of our products and services, but we don’t rush to hand them out. We try to explain what we do with stories about what we do and how we help our clients. This has proven to be more effective for us.
Some businesses use random images or have stayed with the long lists of services to aid them in defining who they are. Some use taglines or slogans, to assist in conveying the message.
We strive to define our mission. With this we think that we can better assist our clients and prospective clients decide whether we are the correct fit for them or not. Our goal is not making the most money, if that were the case our ethics would be for sale and we would never part ways with a client or choose to not work with a client.
But we choose to define our mission as assisting small and medium sized businesses to obtain their goals and objectives ethically.