In Search of the Elusive Brand...

A lot of talk is going on about brands. Branding. El Branderino.

A lot of funeral home owners will tell you, "I don't have a brand. I don't need or want one."

Probably because it sounds like work.

My friends, the question isn't whether you have a brand or not (because you already have one, whether you want it or not), the question is, are you managing your brand?

Well, are ya?

Here's the thing...your brand could be as simple as "the cheap funeral home" or "the expensive one" or "the new guy" or "the old one."

What do you want to be known as?

When you detect the public's perception of you, you discover your brand. If you like what their perception is, you work to maintain that perception. If you don't like it, work like crazy to change it.

That's brand management.

Here's the goal to shoot for...

Be known as the place where the service is sharp, the chairs are soft and the bill doesn't hurt as bad as they thought it would...

I didn't say be the cheapest...I sure as hell don't advocate being the most expensive...(especially if you aren't worth it!)

Be the guy right in the middle...the HIGH middle.

Unless you promise and deliver absolute precision and perfection each and every time, don't be the highest.

Match your price with your brand. The world will beat a path to your door.

If you don't know what your brand is, isn't it time you find out?

Cheerfully yours,

Dan Heaman, CFSP