Below is a question asked by San Francisco Private Eye John Lilly. The question was posted in the "Professional Private Investigators" group that John Lilly owns, and of which I am a manager (with Tony Goring).
What does your brand stand for?
I've linked an 8 minute video blog from foremost "brand" expert Al Reis. He wisely points out "If you put your brand on everything, it won't stand for anything."
Does your investigative "brand" stand for anything? Do your potential clients understand your message?
Check out Al's Reis Report here: www.reisreport.com/
Your question is the most provocative question I have seen asked on this or any other investigations forum.
I hope what my brand is about, is obvious. If it is, it is because I read "The 22 Immutable Laws of Branding" by Al Ries years ago. If it is not obvious by everything you see on my website, and my posts please let me know. I then need to do better.
Doing everything under the sun, is a mistake in my opinion. I see almost every investigation agency make it. They make it because they are afraid to they will lose money.
It is my opinion that you can not be the best at everything. At Sting Investigations, Inc. or goal is to be the best in the world at surveillance as it applies to cheating spouse, and or child custody cases. If we are not the best, it is not for lack of trying, or for lack of focus. We do everything we can to have the best equipment, and to make it apparent to clients that is what our focus is. You definetly can not be the best at everything in the perception of your clients, or potential client.
So what is my report card, in regard to having a well distinguished brand? Please be honest, and even brutally so.