Brand Image and Brand

Marketing

Jim Service, Inc. has been in operation for about a year. Nonetheless, the business has not been able to meet its targeted annual revenue. The owner, Jim Dickson, is now contemplating closing down the business, an option that he cannot get his mind around. The major problem Jim is facing relates to brand image. Jim is competing in a space historically dominated by Joel Bullard. Bullard has created such as strong brand image that even larger, nation-wide competitors have been unable to beat. He boasts a loyal base of customers who are not willing to try other providers of carpet and furniture cleaning services. Though Jim offers equally high quality services, he is unable to snatch customers from Bullard as customers prefer Bullard's "quality-care" image. The only way Jim can beat Bullard is by developing a more compelling brand image. He must develop a brand image that customers would be willing to consider over Bullard's brand. This is without a doubt a taxing endeavor, but Jim has to do it if he is to remain in business.

The first thing that Jim should do is to have a comprehensive understanding of his target audience. Having worked in the cleaning business before, Jim has some understanding of what his target market wants. Nonetheless, more understanding is imperative. Jim must understand the needs, tastes, preferences, attitudes, and behaviors of his target market (Lamb, Hair & McDaniel, 2009). This can be achieved by conducting a small-scale survey of his existing customer base. Customers can complete the survey at home or even via email. Jim must also understand his competition. He must more thoroughly analyze Bullard's services to identify any areas Bullard has ignored or paid little attention to. Even the most powerful of brands have weaknesses or areas competitors can capitalize on to beat them. The same may be true for Bullard.

With a better understanding of his customers and competition, Jim would be in a better position to build a more compelling brand. His brand building efforts should focus more on non-price aspects such as customer service. As mentioned in the case, Vita-Clean -- a national household cleaning carpet-cleaning franchise -- was unable to beat Bullard by price cutting. This means that Jim must think outside the box. He should offer more than just price benefits. What non-price aspects have his major competitor ignored? By answering this question, Jim can beat Bullard. One major weakness with Bullard's services is that customers often have to wait for two weeks before they can be fitted in. Indeed, most customers Jim has been able to acquire are customers who feel the two-week wait is too long. This is one of the areas Jim can capitalize on to beat Bullard. In his brand building efforts, Jim should emphasize same-day service.

There are other aspects Jim can emphasize in his brand messages. Carpet and furniture cleaning services are services often provided at the customer's home or residence. Accordingly, customers must be guaranteed friendliness and trust. Also, customers desire a service provider that will clean without breaking any fragile or valuable items, and leave the furniture and fixtures in the locations they found them. Jim should promise these aspects in his brand messages. Jim should also provide service guarantees. At times, customers may be unhappy for one reason or another. Jim should guarantee to re-clean in the event a customer is unhappy for whatever reason. By emphasizing non-price aspects, Jim can create a brand image powerful enough to convince potential customers to try his services.

The branding exercise does not have to be expensive as Jim's business is a small business, obviously constrained by financial resources. In addition to newspaper advertising, Jim can make use of outdoor marketing techniques. This includes placing flyers and other forms of marketing messages on public spaces within the Petoskey area, such as bus and train stations, parking areas, public benches, and telephone booths. These unconventional techniques can be valuable ways of reinforcing brand messages (Lamb, Hair & McDaniel, 2009). Social media can also be useful. Consumers are increasingly spending a significant portion of their time on social networking sites such as Facebook, Twitter, Instagram, and YouTube. These channels offer inexpensive ways through which Jim can increase the awareness of his brand and services.

Jim can also drive his brand building efforts through word-of-mouth (referrals). Indeed, word-of-mouth can be a powerful tool for spreading brand messages given that most consumers tend to trust fellow consumers (Lamb, Hair & McDaniel, 2009). When a customer learns about a product or a brand from another customer, they are likely to be more willing to try the brand than when they learn from the marketer. This strategy has also worked for Bullard. Jim can drive word-of-mouth by offering discounts and promotions to customers that tell their friends, family, and acquaintances about his services.