Daniele Catalanotto
Author - Daniele Catalanotto

Good services aren't enough to excite people anymore. What happens when everybody around you does service design? Maybe you should brand your experience.

When everybody does service design
What’s the difference between a flight on two different airlines? Maybe the price? But outside of that you get a similar kind of meal or you have the same well made registration app- both have excellent service. As service designers, we often say, good service is what differentiates businesses. When more and more companies start to use service design, good service isn’t about  a competitive advantage anymore. It’s a basic. You then need to go back to the “traditional” way of making business pop out. Time to welcome back branding!
 
Hello branding
Robert Neal calls for a better integration of branding in the experience of a service. We shouldn't limit Branding to creating an exciting promise. We shouldn't limit it to keeping a consistent color scheme. Indeed, when you have branded pieces of service you are unique. Why? Because you can’t copy those branded elements. If someone tries to do so, it wouldn’t fit with their brand. What’s unique and particular is also something that brings excitement. This excitement helps customers to keep remembering what they lived within your service. When you experience good service in two different companies, the one that you might remember better is the one that has the advantage. The one that has a little bit more that makes it particular. This is what experience branding  wants to create.
Daniele Catalanotto
Daniele Catalanotto - Design Strategist

Daniele Catalanotto is a Service Designer working in a strategy and branding agency. He tries to implement service design thinking in the creation of new brands.

Related Community Knowledge

Case Study The Power of Ten

The Power of Ten

In November 2017, the global service design community will come together in Madrid for the annual SDN Global Conference. This year, the conference marks a significant milestone: It’s the tenth event that the SDN has hosted. In anticipation of the occasion, SDN President Birgit Mager, and Event Board principals Jamin Hegeman and Alex Nisbett looked back through the years at the milestones that have brought us to this point.

Continue reading
Case Study What is to be a service designer

What is to be a service designer

Since service design still may sound exotic, this article will help you explain what it is in a simple language.

Continue reading
Case Study An Exclusive Interview from the Chairwoman of the International Service Design Network, Birgit Mager

An Exclusive Interview from the Chairwoman of the International Service Design Network, Birgit Mager

Since 1995 Birgit Mager has held the first European professorship in service design at the University of Applied Sciences in Cologne, Germany, and since then has developed the field of service design constantly in theory, methodology and practice. Her numerous lectures, publications and projects have strongly supported the implementation of a new understanding of the economical, ecological and social function of the design in the domain of services.

Continue reading
Other Inspiration from the Service Design Award winner

Inspiration from the Service Design Award winner

When a project wins a Service Design Award there is certainly something to learn from it.

Continue reading