This blog takes us through an insightful topic, diving into the role of impactful marketing in both products and services. The distinction between products and services is a little blurry. While some things seem so obviously a product and others seem so obviously a service, the truth is that everything, in essence, is actually both a service and a product. Hence, while Fix & Form is built as a service-based brand, topics discussed are just as important for our brand in the same way they might be the missing piece for your own brand.
Defining a Product
Typical products that may come to mind are personal care items such as shampoo, food, household items, clothing, and healthcare items such as vitamins. While these seem obvious, have you ever asked yourself what actually makes a product a product?
What is a product?
A product, in marketing, refers to any offering—tangible or intangible—that is created to meet the needs or desires of a target audience. At its core, a product provides value to the consumer, whether that value comes from solving a problem, fulfilling a desire, or enhancing a lifestyle. Marketers view a product not just as the item itself but as a complete package of benefits and experiences, which, as we will explain later, is directly tied to services. Products include the core benefit (what the customer is really buying), the actual product (design, brand, features), and the augmented product (extras like customer service, warranty, or installation). For example, when a customer buys a smartphone, they’re not just purchasing a device—they’re buying communication, connectivity, and status. The smartphone is the product, however in a multidimensional context, marketers strive to craft strategies that highlight its full value, tailor it to the right audience, and differentiate it from competitors in the market.
Defining a Service
Typical services that may come to mind are house services such as plumbing, yard work, maintenance, house cleaning, personal services such as haircuts, professional services such as accounting, car services such as an oil change and delivery services such as Doordash. But, what really is a service and how can you build a service based brand?
What is a Service?
A service is typically seen as an intangible assistance of some kind. This is true to some extent at its core, but it is not the full story.
The Service Economy
To understand what a service means in the modern age, we will first go through where the service economy started. The economy has evolved from being strictly agricultural services to manufacturing, including warehousing, wholesale, and retail. It then moved to the typical idea of service, including education, hospitality, maintenance, and so much more. Where the service industry lies now is the idea of “experience-based.” This key shift from simple services to experience-based, where the method is managing the process, is the difference between a typical service and a successful one. Key global contributors to the service industry are Thailand, Finland, the United States, and China.
The Product Continuum
The product continuum is a valuable tool for understanding services. The product continuum is a spectrum that ranges from products to services and from tangible to intangible. This mix of features and outlining each product proves three key lessons.
While the continuum seems very simple, it produces complex insights. For example, Morton Salt is the closest there is to a pure commodity good. However, what makes such a powerhouse is that it has built a brand beyond simply being salt. Morton salt is known for its iconic blue packaging with an umbrella girl and trademark slogan, “When it rains, it pours.” Morton Salt has built a brand for itself, using service components to differentiate itself from being a pure product.
- There is no such thing as a pure good or a pure service
- If tangible dominant, use intangibles to differentiate and vice versa
- Every product has tangible and intangible components
The Molecular Model
No, the molecular model we are referring to is not the scientific system consisting of atoms and nuclear structures. What we are referring to here is another very important tool that helps further define a service from a product.
Build a Service-Based Brand With These Unique Features
We have begun to describe in depth what a product is and what a service is. Now, we will take it a step further and describe key attributes that services have and how to implement the differences into your business, while incorporating impactful marketing.
Intangibility
Services typically fall closer to the “pure service” side of the product continuum. Services cannot be seen, touched, held, or stored like products can. Services exist in the context of an interaction, typically being more experience based. While intangibility is a defining characteristic of services, there are problems that exist. Services lack the ability to be stored, are not protected by patents, are not easily displayed or communicated, pricing can be difficult. However, there are ways to combat this unique service feature including using tangible clues in coexistence such as the ambience, utilize personal sources of information such as referrals, and create a strong organizational image such as your mass media approach.
Inseparability
Inseparability in services refers to the idea that the production and consumption of the service are happening simultaneously. For example, the service of getting a haircut, the service provider giving the haircut and the consumer receiving the haircut at the same time. Naturally this also causes some problems, including the fact that the service provider must have expertise because the service and review is happening on the spot. Additionally, mass producing services is challenging because you can only cut so much hair, just like a photographer can only take so many photos of a specific session. Perhaps the most difficult challenge with inseparability is that the customer is involved in the process, impacting the type of service desired, the demand, and the process. At Fix & Form, our service is based on the client, providing strong inseparability. The solutions to this are focusing heavily on the selection and training of public contact personnel (front line workers), or in other words get the right people on the bus, develop strategies to manage customers, and develop multi site locations.
Heterogeneity
Heterogeneity, or variability, in services refers to the fact that no two service experiences are ever exactly the same. Unlike physical products, which can be mass-produced for consistency, services are delivered by people in dynamic environments—meaning factors like mood, timing, customer interaction, and context all impact the outcome. This makes ensuring consistent service quality a real challenge. For example, one server at a restaurant might offer an exceptional experience, while another may fall short, even if the food is the same. To manage this, companies typically choose between two approaches: customization and standardization. Customization allows for tailored, memorable experiences but comes at a higher cost and is difficult to scale. Standardization, on the other hand, ensures consistent, efficient service, though it may feel less personal. At Fix & Form, we blend these strategies—delivering reliable, high-quality service through clear systems and training while leaving space for personal connection and creativity. We embrace the beauty of human-centered variability, while making sure the experience never falls below the standard our clients expect.
Perishability
Perishability in services means they cannot be stored, saved, or inventoried for later use because they must be consumed as they are produced. This characteristic makes managing supply and demand a constant balancing act. When demand exceeds supply, like during a lunch rush at a coffee shop, customers face long lines and slower service. On the flip side, when demand is low, resources such as time, labor, and space go underutilized, leading to inefficiencies and financial loss. At Fix & Form, we address perishability by carefully scheduling projects, managing team bandwidth, and forecasting client needs to optimize workflow. By staying agile and responsive, we aim to reduce downtime and maximize the value delivered to every client, every time.
The unique characteristics of services—intangibility, inseparability, heterogeneity, and perishability—have significant implications for how they are marketed and delivered. One of the most important takeaways is the need for closer integration between departments. Impactful marketing can no longer operate in isolation; instead, it must work hand-in-hand with operations and human resources to create a seamless and consistent customer experience. This collaboration forms a balanced service triangle: impactful marketing connects with customers, operations manage the process, and HR supports the employees delivering the service. When one side of this triangle dominates, the overall quality tends to suffer—as seen in businesses like Chipotle, where operational efficiency can sometimes take precedence over customer engagement. At Fix & Form, we strive to maintain this balance, ensuring that every client interaction is not only well-executed but also human-centered and emotionally resonant.
