You know you’re not supposed to judge a book by the cover—but you probably still do it more than you realize. Every day, in the quiet of your mind, you make purchasing decisions based on perceived value. Let’s say you’re on your phone looking for a bookkeeping service for your business. A quick Google search turns up a list of options. These are the top three:
- The first bookkeeper only has a Google listing with limited info and a few old reviews. You decide to keep looking…
- The second bookkeeper has a website, but it is not mobile-friendly. You’re frustrated trying to scroll and zoom in on different areas to piece together a picture of their bookkeeping services. Their brand feels a little stale, so you subconsciously wonder if they’re even really that good at bookkeeping. You go to the next business on the list…
- The third bookkeeper has a well-organized website that feels like it is talking directly to you. You recognize their brand from your LinkedIn feed so they already feel a little familiar. The website is easy to navigate. There is an ever-present invitation to “Call for a free Consultation” accompanied by a convenient “Call Now” button. When you click on the button, it magically populates a phone call. Before you know it, you’re talking to a friendly person who is happily telling you more about their bookkeeping services.
Given that sequence of events, you probably have a clear front-runner in your search for a bookkeeper. Amazingly, at this point, you know very little about the actual quality of service behind each of these bookkeeping businesses. Your mind is already judging these bookkeepers by their covers (pun intended : ). The third bookkeeper has a distinct advantage right out of the gate because they have a quality brand that is attracting a quality client—YOU!
Now lets turn the tables.
Let’s say someone who fits your ideal client profile is searching for YOUR services. Will they see you as the first, second, or third business in our bookkeeping example? Be honest. Hopefully, you’ve got it all together like the third bookkeeper. Your brand is attracting quality clients on a daily basis. You can charge a premium for your services because your brand clearly communicates your level of expertise. But maybe you know deep down that your ideal client sees you as the first or second business in our bookkeeping example. If that is you, your brand is holding you back. Quality clients are skipping over you to work with your competitor with a better brand. It’s that simple.
Quality attracts quality. If you’re struggling to attract quality clients who appreciate the quality of your services, your brand may be the problem.
Let’s get one thing clear.
If you’re bad at what you do, a better brand won’t fix your business. If you slap a good brand on a bad business, you’ll attract more clients at first, but you won’t keep them. You’ll have a revolving door of disappointed clients who will eventually start posting bad reviews. It is hard to recover from a bad reputation, so you don’t want to go there. Before you invest in a quality brand designed to attract quality clients, first make sure you offer a quality service.
Don’t be this guy.
We are constantly amazed at the number of small businesses that have quality services wrapped in surprisingly bad brands. If this is you, you’ve done the hard part of mastering your service area. You’re great at what you do. Your clients love you. Congratulations! But for some reason, it feels like a never-ending struggle to attract new clients who appreciate your expertise. This is a frustrating place to be. If you can relate, it is time to invest in a quality brand that reflects the quality of your services.
Do you offer top-quality services wrapped in a bad brand? If so, your brand is holding you back. Your ideal clients are skipping over you to work with your better-branded competitor. Book a time to talk with Sarah, our Co-Founder & Brand Strategist, to start the conversation about graduating your brand to reflect the quality of your services.