Tất nhiên, thuật ngữ "thương hiệu" lịch sử gọi héo úa ẩn của một chủ trại của gia súc với nhãn hiệu đặc biệt của mình để nó không thể bị nhầm lẫn với bất cứ ai khác. Nhiều chủ sở hữu công ty và các chuyên gia tiếp thị được mang đi với các khái niệm về xây dựng thương hiệu. | Building Like and Trust I Creating a Brand Stimulates 41 Trust Q. 1. That thing they burn into cows 2. A logo 3. A slogan 4. I don t really know but I ll look like an idiot if I admit it. Of course the term brand historically referred to searing the hide of one rancher s cattle with his distinctive mark so that it couldn t be confused with anyone else s. Many firm owners and marketing professionals get carried away with the concept of branding. Most branding efforts end with wasted dollars and little results. One managing partner said he d thrown 100 000 down that rat hole. Branding is a way of packaging a professional firm. It should position you uniquely in people s minds. Branding should not only attract new clients but reinforce your existing clients buying decisions. Firm Consistency The point of course is that if you work hard to make your service that much better than everyone else s you want to make sure that the differentiation isn t lost on your prospective buyers. In fact you want to go out of your way to make sure they don t miss it. 97 101 Marketing Strategies The problem in branding your firm is the lack of consistency from one partner to another. The reason that McDonald s has one of the most successful brands is not because of the gourmet quality of their food. It is because of the consistency of the customer experience worldwide. The potential customer believes that each McDonald s experience will be the same. The same cannot be said of a firm. Each partner or associate is a separate experience in many firms. Branding Is Personal The fundamental reasons why brands work are twofold 1 client trust and 2 service consistency. In his book Trust in The Balance Robert Bruce Shaw says that trust requires integrity concern and results. From the client s point of view a professional firm can have the highest integrity and achieve excellent results. But without concern you will be unsuccessful in establishing trust. That s the personal side of branding. .
