Branding your cemetery or funeral home will give you valuable recognition in the public eye. Branding is not a quick and easy solution in a box. Effective branding takes planning and effort and yes, dollars. Without the solid name recognition and the quality reputation your brand stands for, your business will not grow. You will be hard-pressed to generate the number of leads you want to bring into your establishment.
Many Funeral Home owners ask me how to improve the number of leads that come into their sales program. They are talking about what I call active lead generation. This means using direct mail, telemarketing, email marketing, or door-to-door canvassing. These are the actual activities of generating leads.
But the truth of the matter is that you can’t just generate leads in a vacuum. After all, why should they buy from you instead of the funeral home down the street? What makes your Chapel or cemetery the one to go to? This is where you need to do your due diligence in terms of branding your funeral home or cemetery.
Branding is the process involved in creating a unique name and image for your business in the consumer’s mind. A brand is not just a logo. It’s how your Funeral home or cemetery is viewed in the eyes of the consumer. The aim of your branding efforts is to establish a recognizable presence in the marketplace that attracts and retains loyal customers. You can do this mainly through advertising, public relations and direct marketing campaigns. The key here is using a consistent theme that works well in all the different media channels.
Creating a Good Reputation
Branding is also a way to build an important company asset, which is a good reputation. A good reputation significantly improves the opportunities for generating actual leads into your sales pipeline. Branding can build an expectation about your company’s services or products. Part of your branding initiative is to develop a good reputation. People are more apt to trust a company with a good name and consequently, let their counselors into their homes. You want your reputation to be stellar. This way customers know that if they buy a pre-need program through your funeral home, it will be of the highest quality and any problems they may have will always be handled quickly and efficiently.