Service Can be Offered in a Way that Reinforces Your Product Brand

Manufacturing companies that offer products requiring add-on service are strongly defined by their products. In these instances, using service experiences to reinforce the product brand makes sense, such as with BMW and Mercedes.

Our Lucaya, the resort complex discussed in the previous chapter, is a good example of a remarkable physical product that is but one part of its total customer offering. Personal service shares equal billing with the glorious resort setting. The branding company that worked with Our Lucaya developed a series of brand attributes that show up in all of the resort's physical touch points including advertising, the resort's design, and offerings such as room decor, restaurant themes, and recreational activities. Once the brand was strategized, the staff were offered training in how to deliver the Our Lucaya brand identity at the touch point of human interaction.