We have a long standing relationship with a local funeral and casket company that has developed over the years. The owner, sensing that past clients and their referrals were confused about what products and services were available from the company, made a bold but very clarifying move to rebrand the business and focus on its core products and services.
Initially, the company had decided to focus on the many aspects of their business which included investments, real estate and other financial services products. The problem was that the more dominant aspect of the business which focused on funeral planning and casket sales, was being diluted by this broader approach to marketing. Customers, though welcoming of the broader array of products and financial services, became unsure of the product offering and now thought that the core funeral service and casket sales business was a thing of the past.
Sunset Funeral Company’s brand identity involved a more evolutionary process where the breadth of the product and service offering was tested and refined over time. Sometimes a company and its products are very narrowly defined making the process of branding more straight forward and less evolutionary. Hence when you are embarking on the process of naming your company and establishing the branding, you should try to be as specific as possible in identifying the product and service offering. It will help you to avoid confusing your customers or having to rebrand your business later on. Consequently, your company name and brand identity should be as narrowly focused as possible.
To learn more about using signage to promote your business and help to establish your brand identity call SignWorks at (510) 357-2000 or send us an email at info@signworks.us.com. We can help you to establish a winning brand!