Services Branding serve as information and are very important in customer expectations which contribute to customer satisfaction. Services organisations must confront the fact that the name of company serves as the focal brand for all of its offerings.

It is well-known that a customer’s personal experience with a company far outweigh the company’s own communications to the customer. By far, experiences dominate the formation of customer evaluations (perception of quality, satisfaction, value, loyalty) and expectations for a subsequent service encounter. The result is the fundamental principle of branding in services: the frontline employee in the brand for the customer. It is the employees who deliver the service, which conveys the brand to the customer. Research suggest that the behavior of employees is the most influential aspect of a service in determining customer brand preferences. This is why the internal branding is essential in Services Branding.

There are a number of difference between goods and service:

Services are intangible: The customers can not correctly appreciate the value of the service experience.

Services complexity: The psychological and economic explanation for this complexity is that goods are composed more of search qualities (those that may be evaluated even prior to purchase) and experience qualities (those that may be evaluated after some trial or consumption). Service tend to be comprised more of experience and credence qualities (those that are difficult to judge even post-consumption). The more complex the service, the more difficult it is for consumers to judge quality and satisfaction.

Heterogeneity is the biggest source of difficulty in branding services. In service area, a brand can mean one thing for a customer and something else to another customer because of the personal approach of that services.

Services are processes that unfold in real time.

Customer’s evaluation of a service can enhance the tangible evidence and symbols of quality by integrating more tangible qualities.

When a brand signals quality, the customer relax about judging every component of the service and begins to trust that the brand name brings credibility and assurance of the services providers’ competence and overall standards of excellence.

Olala’s team is coming to support its customers in their efforts of services branding with consultancy, solutions and professional advices.