Branding Products vs Services

Branding of Products vs Services


Branding is fundamental for every company, no matter what its field might be. It could be products or services. Branding is equally important and it needs to run smoothly, at all costs. Branding of products vs services can be different. Products are physical items which be evaluated before you buy them. Whereas Services are very personal.

Although branding, in general, has a common basis when starting, there are differences when it comes to branding for products vs branding for services. As you can understand we are talking about two completely different things. So, the branding process or the idea behind it cannot stay the same.

Differentiation- Products Vs Services

Branding a service is very different from branding a product for a variety of reasons, such as:

  • Products are made where services are delivered
  • Products are used where services are experienced
  • Products are tangible where services are emotional

Services are very personal,whereas Products are physical items that can be evaluated before you buy them. Customers don’t just buy a service, they buy an experience. Services don’t even exist until we buy them. There has to be a level of trust from the customer before they will buy a service.

Branding Of Products & Services


Branding for products can be a bit simpler than branding for services. It is a lot easier to brand something that has a physical form and an immediate ‘’result’’. If you purchase a pair of shoes, for example, and they are not what you were looking for in terms of quality, you will be able to see that almost immediately. You will wear them and see that they do not fit your needs and preferences. Therefore, product branding might be a lot more demanding but it is easier because it focuses on specific aspects that the buyers will notice before they make the purchase.


Services, on the other hand, are different. There are certain services that have immediate results and others that take a bit longer to show their outcomes. These services need, what some people call, long term branding. Basically, they need a strategy that will convince the customer/client to trust the services even if they are not able to see the results straight away.

The major difference between the two cases is the focus point. Branding for products usually focuses on visual stimuli for the products and the company. Perhaps some ‘’catchy tunes’’ as well. Giving a visual presentation of a service however is not easy. So branding for services focus more on the feeling of trust that the branding process aims to create in the minds of the focus target group.

If you are selling products, focus on using visual and audio stimuli to attract new customers. If, on the other hand, you are ‘’selling’’ services, build a branding strategy that will focus on creating a trust relationship between you and your target group.

Examples of Products vs services

I hope you liked the differentiation between the branding process of products and services.

If you want to read more articles on Brand Management, please click this link.

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