The Second Key: Brand

Products and services are different – we all know that.

And NAMING them is different too.

Harry Beckwith has three major points:

Products Are Tangible; Services Are Not

When we purchase a product – tube of toothpaste, a box of cereal, a computer, a camera, etc – we get something tangible: something we can hold in our hands or use or drive. But it's something we OWN.

When we purchase a service – accounting, photography, legal, doctor, consulting, etc – we don't possess it, we can't hold or touch it, and once we use it, it's gone until we purchase it again.

The Dell computers and Crocs shoes I own I use over and over again. The doctor I go to, the accountant who gives me advice, the hairdresser my wife, Pam, goes to all want additional compensation to be used again.

And while the shirts I purchase from Polo and the cars I've driven over the years carry recognized symbols on them to tell my friends and neighbors what product I'm using, services almost never do.

Oh, sure… as a photographer, I brand myself and people attending a wedding know who I am (by word of mouth or my cards that are available), but no one knows which doctors I go to, who gives me legal advice, who provides my insurance.

In fact, we have laws PROTECTING us so that people don't find out those things we don't want them to know. Those services remain hidden where the products I use are right out front and labeled (my car, my camera, even the pens and pencils I use in meetings).

We Control Our Products – Services Often Control Us

When I leave my dentist, my doctor, my insurance broker, I'ms given an appointment for when I'm to return. Oh, sure… I can delay that appointment or even cancel it, but doesn't it seem that those service providers have much of the control?

But the products I use, I DECIDE WHEN to use them. I get into my car, I type here on my computer, I use my toothpaste twice a day.

If you're like me, you really want control. Not that I have to be IN CHARGE all the time (being on a committee or helping others is often very rewarding), but I want to decide WHEN I do something.

And we want to know that WHEN we decide to use a service, it will be delivered at the same high quality as we expect.

When is the last time you worried that your toothpaste or laundry detergent would be the same quality as the last time you purchased it? But I can assure you that wedding couples worry all the time that the band, the DJ, the photographer, the caterer will deliver the TOP quality they expect, especially when there is only ONE chance to receive their service.

Though SOMETIMES the new car we purchase is a lemon, we still feel more control with a product delivering equal quality from one to the other versus a service. And those services we use, we want a healthy track record of superior quality before we are comfortable enough to choose it.

We Seldom PLAY With Services

Many of the products we purchase are for play (fully or partially): games, televisions, computers, toys, and so much more.

But name a service you purchase for play.

When was the last time you thought of hiring your accountant, dentist, lawyer, photographer, marketing consultant just for play?

That doesn't happen, does it?

People purchasing services often think of them quite seriously.

I had the need for an attorney once – a man threatened me and the safety of my family when I said I wouldn't pay him for a service he delivered which was no where near what had been promised.

Believe me, I didn't hire my attorney for fun and games – I was very serious (and so was she).

So, entrepreneurs offering services have to keep this in mind when selecting a name for the business.

What Should Your Business Name Be?

Keeping these three main points in mine (services aren't TANGIBLE; your client doesn't CONTROL the service, generally; and services are not for PLAY), begin thinking about what your company name should be.

And add one more ingredient – think how the name can relate TO YOUR CLIENT, and not just to you.

For instance, this website doesn't talk about ME – it's not that I am the Ultimate Work At Home Dad – it's aimed at all the dads who are now working at home.

However, if you are branding yourself, it might be better to consider having YOUR NAME in the title so that you don't wind up having to market TWO items: WHAT you do and WHO does it.

Charles Seymour Jr, Photographer says one thing while Special Life Moments Photography says another (and then I have to sell the idea that I am the photographer for those special life moments).

Is one right versus the other? YOU decide… but keep this post in mind as you do.

Best,

Charlie Seymour Jr
Blogging, Podcasting, Consulting

PS: You can find me here:

http://twitter.com/UltimateWAHDads

http://facebook.com/CharlesSeymourJr

http://www.linkedin.com/in/charlesseymourjr

PPS: Do you have trouble writing? Turn Your Words Into Gold – Go Here To Learn More! NOW is the time to start.

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Keep this with this article, please:

Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.

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