If you’re a contractor, worrying about building a brand can be a big hassle—it makes one more thing to do on top of performing services, administrative, and other sales work. That doesn’t mean you can get away from branding. But it does mean that you have to have a plan when you’re laying the groundwork for your brand. Here are a few things for you to think about while you’re laying the foundation for your contractor business.
Defining a Brand
The word “brand” is a term that gets tossed around a lot. Really, it’s got a very broad definition: it’s essentially made up of everything that makes your business unique. Not just a product or service, but it also includes your level of customer service, ideals, methodology, warranties or guarantees that you provide—basically, anything that a customer or client can perceive. Another way to look at your brand is to do so relatively. Which brands are you similar to, and how? Which brands are you starkly different from?
But Brands Are For Products!
A lot of people think about brands in terms of “brand-name”, like choosing between different types of cereal. Sometimes, the term “brand” gets lost on service providers. But really, for a contractor, the brand is about whatever value your clients get from your services. How do you make them better off? Why do they work with you and not any other contractors? What characteristics make your services any different? Here’s an exercise: think about how your immediate competitors do business and serve their customers. What can you do better than they can? What doesn’t matter to your clients; what can you truly let slide? Remember that’s it’s easier to stay on top of a couple of standards than to try to be all things to all people.
Advertise Your Brand
Once you understand your brand, you need to be able to communicate it. Use all of the standard advertising tools for that, like your logo, website, or your social media interactions. As we’ve discussed in a previous post, a vehicle wrap is an especially great idea for you, especially if you make house calls or have a mobile element in your business. No matter what media you choose, remember that your brand must always be consistent. That means, don’t mix your logos or slogans. Just choose what works best for you and own it!
What characteristics make up the foundation for your brand? How do you communicate that?