The most important asset of a moving company is the firm’s brand. So, developing a strong brand is a very important task of the company.
What is a brand?
The reputation and visibility of a company in the modern market tells about it’s brand. When the reputation of a company expands by it’s visibility, it gives the strength to the company. A brand has to be relevant to the target clients of the moving company.
How is a brand developed?
The method of creating and strengthening professional services is Brand Development.
There are 3 steps of brand development:
1. Aligning brand strategy with business objects.
2. Preparing tools for brand communication such as company’s logo, website etc.
3. Strengthening the new and updated brand.
Development procedure for brand
1. Understanding your whole business technique
You need to be clear about your long term goals, i.e. where your company will be in 5 or 10 years time. A strong brand created will take the moving company towards that goal. This is the key to organic growth of the company.
2. A clear picture of the clients
Know Your Customers (KYC) should be the central thrust of a company. The importance of the clientele in the growth of a company in not necessary to stress. A successful company has a group of faithful clients. This is again based on the clients’ satisfaction of the services offered by the company. The focus of the company has to be well marked and carried out with diligence and proper planning.
3. Clients’ satisfaction
A target and regular feedback from the clients will tell the moving company about it’s status. If the clients are happy and keep coming back for more services, the company is growing. The company needs to do a self examination with the services if the clients are not satisfied and do not turn up. This calls for a proper research. This is why most companies have an R & D Department (Research and Development Department).
4. The company’s place in the market
Once the brand is set, the company now is ready to take its place in the market. The company should work on, “How is their moving company different from others in the market?” “Why should people hire them and not others?” The answer to these questions are the positioning statement.
5. The art of publicity
Need to make your goal, strategy and work, known to the target audiences or potential clients. This is where publicity comes in. It is an important task of a moving company. The company should clear all its services, the resources it has, its charges etc to its clients. Need to move people to choose your company from several others in their own locality.
6. Things needed for brand positioning
To understand consumers’ preferences from your company to others, brand positioning is necessary. Brand positioning has to be unique, significant and appropriate for potential customers. It should also be helpful to achieve the financial goals of the organization. To do this, the company has to develop their unique name, logo and tagline.
7. Content marketing
Content marketing is an important aspect of business in the internet age today. Content marketing is especially important for professional services firms like movers and packers. Content marketing does things with efficiency than the conventional marketing methods. The methods of content marketing is interactive and has long term values. Content marketing enhances both visibility as well as reputation and attracts customers.
8. Website is a must for moving companies
A company without a website today is nothing. The website of a company gives the information to the customers about the moving company. Hence it’s an interactive site. The content of your company is inherent in website. It becomes the focal point of the search engine optimization (SEO) efforts. This is where potential clients, employees and others will pay a visit. Today there are two types of professional services websites. One is branding site and the other is High Performance Websites. The first type gives information about the company. The second one brings in potential new clients.
9. Marketing toolkit
The marketing toolkit should include a page termed as “sales sheets”. These describe the services that the company offers. The marketing toolkit includes information about the firm and e-brochure about the company. This is the “pitch deck”. They are not circulated in print media due to the availability of the internet and the web. The market toolkit can include videos of the company and its work for greater impact on the audience.
10. Making it work
The final step is to put in place the principles of marketing. Then comes tracking and adjusting from time to time for better result. Need to plan a grand strategy and apply by the moving company. Unfortunately, great plans made but never implemented. As the company staff are busy with the clients. That is the reason why tracking is very important in the whole process.
Thus brand development for a company is very important if it has to progress and be successful.