We fully agree with Mitch Joel when he writes for the Harvard Business Review Blog “Marketing is no longer just about messaging and brand loyalty. Now, brands can provide a high level of utility with real tools that consumers need to enhance their daily lives.”
Brand Services are a communication tool, because they are an add-on to the core offer, and are usually given out for free. They provide usefulness like a good service should, create awareness be being novel like a good advertising campaign, and build brand reputation by making brand values and promises come alive.
Brand Services have a range of advantages compared to traditional forms of marketing: Brand Services are more relevant to customers, because they are actually helpful. Brand Services are not just giving promises, they actually delivering on it. For the business side they leave a positive, maybe even delightful impression with users, which helps to build the brand relationship.
We collected 30 examples of Brand Services that complement more traditional marketing methods. These examples are highly useful, novel or have a great brand-fit – our formula for highly successful brand services.