A brand is a decision-making shortcut for busy people
The thing we are all convinced of is that life is so much more busy and complex than it used to be 10, 20, 30 years ago – no doubt about it. In many situations, such as a buying situation, we could really do without the hassle of having to think or do research. So rather than decide between a multiplicity of offerings, we grab the known brand because we ‘know’ that must OK and now we can just get on with our lives. You might not act like that, but lots of people do, and you probably do it yourself for certain things without realising it.
This is especially true of the service sector. It takes a lot of time, energy and potential loss of money before you know if the service lives up to the promise made by the service provider. So what to do? Choose a known, ‘trusted’ brand.
Who does this? Those that have money but don’t have time.
Make yourself a known, trusted brand.