3 things industrial services brands have to get right

Industrial services companies tend to be highly relationship-driven businesses. As a result, the industrial services portfolio often expands and evolves with the needs of its clients. While a great model for growth and customer-centricity, success can give rise to a specific set of challenges as the market itself evolves or as the company expands into new categories or geographies. Before long, what the company does has evolved well beyond the original About Us page - and employees or customers in different parts of the company can have vastly different perceptions about the company’s core promise.

Three key brand-related challenges that industrial services companies need to get right at every stage of their growth:

  1. Build loyalty to the brand, not just to the people.
  2. Keep your customers educated and informed about the marketplace.
  3. See your company (and your portfolio of offerings) through the eyes of your customers.

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Jonathan Paisner