Branding is abut action, not just words

摘要

First impressions are important in the. pest control industry. Something important happens to all of us right away, even before we get the opportunity to reveal our responsiveness, professionalism and expertise for the first time to new customers. They see our company names. That was an issue for me in the early 1980s, when I bought a business based in Mandeville, La., called Fischer Exterminating. I detested the word "Exterminating," because it connoted an overly aggressive firm that sprayed pesticide first and asked questions later. I wondered if prospective clients assumed our goal was to kill pests by any means necessary, rather than to prevent and correct each pest problem in the most efficient, economical and harmless way possible.