Why service brands are different Consumer goods are visible, tangible and highly consistent in delivery. Services are invisible, intangible and often inconsistent in delivery. Packaged goods can communicate effectively with the customer through little more than brand advertising and the product on the supermarket shelf.
Services have many points of customer contact, some promotional and some operational.
And each of these has the power to enhance or damage the brand as well as to secure or threaten the customer relationship. That's why marketing communications in the service sector must be woven far more tightly into the fabric of customer contact and delivery. We need to understand how your business seeks to relate to its target markets, and ensure we add value at every turn.