When it comes to branding your home heating or plumbing service business, it can be confusing. What exactly is a brand? And it’s the same as marketing
Investopedia.com (www.investopedia.com/terms/b/brand.asp) points out that “people often confuse brands with things [such as] logos, slogans or other recognizable marks. Although these terms are often used interchangeably, they are distinct. The former are marketing tools that companies often use to promote and market their products and services. When used together, these tools create a brand identity.”
Therefore, a brand is part of a marketing strategy.
“Marketing can mean so many different things, and there are so many tactics involved,” explains Rebecca Cassel, managing partner of CertainPath (formerly Success Group International). “But if you create a brand, it will help all those marketing tactics you use.”
Marketing tactics differ from company to company depending on various conditions. However, “a brand is considered one of the most valuable and important assets for a company,” says Investopedia.com. “A good brand generates trust in the consumer.”
After having a good experience with a service, the consumer is more likely to try another service from the same brand or company.
Cassel agrees: “Branding is owning the mind of the customer in your market. It’s the process of creating a strong, positive perception of the services and products you offer. For example, if I ask, ‘Can you name a company heating and air conditioning?” If I’ve really built a brand, I hope to be in the top three of those I ask.”
He explains three advantageous reasons for residential home service companies to consider his brand.
1. Remember. “If you’ve built your brand, the idea is that people aren’t going to go to their phones and Google for a residential contractor; they will look for your number,” says Cassel. “The goal of the brand is to facilitate an unaided recall of your company. So when an owner has a problem, she thoughtfully knows to call you.
2. Work. “Building your brand also helps you attract top talent,” he notes. “That’s the biggest challenge of all in today’s trades. People want to work for companies that are perceived positively in the marketplace.”
3. Loyalty. “When all you have is a positive perception of a company, it increases the frequency with which your customers refer you to their friends and mention you in conversation,” he says.
However, it’s important to make sure you have a solid foundation of operational and customer service excellence before spending a significant amount of money crafting a brand message. An outstanding reputation will bring new customers and technology to your door. You’ll need that foundation once your brand strategy kicks in, says Cassel.
“I started in this industry when a big yellow page ad was all you needed to get your phone ringing,” he explains. “Today, the Internet has complicated marketing and branding. You need to seek expertise, whether you have a business coach or a network of contractors to use as a sounding board. As an entrepreneur, it’s very valuable to have mentors and friends to support you.”
Define your message
The first step in building a brand is to define your company: what is its story? How do you want your company to be seen? This is your brand identity.
“How are you different from everyone else? Is there a position in the market that I can have?” Cassel asks. “Most big brands are known for something. Whether it’s a price advantage, a product advantage, or a service advantage, there needs to be some kind of differentiation for your brand to stand out. Then it must be explained in a very simple and concise way.”
What message do you want to convey? The message is important, he adds, especially if your company’s name is your family’s last name.
“You need a great name,” explains Cassel. “If you haven’t been blessed with an amazing last name, your message needs to communicate who you are and what you stand for; it must be incredibly strong.”
However, it is not necessary to change the family name of a business for a catchy name, especially if you have been serving customers for a long time under that name. It can confuse those long-time customers who have always called you; they may not trust a company that changes its name.
A logo can help get the right message across. “A company that can get its message across is able to induce and evoke emotion in its customer base,” says Investopedia.
Think about your logo, says Cassel; it should be simple and easy to understand. “Think of some iconic brands today: Nike, Mercedes, Lexus,” he explains. “Their logos are very simple; but everyone knows them.”
Simple. readable Cleaning up. clear message These are elements of a strong logo, notes Cassel. And they should be elements of your mobile billboards: your service trucks.
“Too often, we see contractor trucks with 50 different emblems, images, services and multiple numbers,” he notes. “It makes them too busy. Simple is good. Color is very important – have a different color in your market. Be different, but don’t clutter it.”
A great name, an insightful message, and a colorful yet simple logo—these are the building blocks of brand awareness among your customer base. Once you’ve established them, make them part of all your marketing materials. “They are your brand standards and should be consistent in every piece of marketing you do, starting with your trucks,” says Cassel.
Be recognized
Consistency in your branding is important. Making changes every year just to be “new” can make it difficult for customers to find you. “Once you build your brand properly, leave it alone.” repeats Cassel. “It takes a long time because a lot of your market learns who you are. Change doesn’t help that.”
What’s next? This is when you start marketing your brand, putting it in front of people. Digital tools like pay-per-click and search engine optimization have their place in the marketing mix, he says, but TV and radio remain the most effective methods of promoting a brand today.
“Consistency in these media is essential, they help create a shared mind,” explains Cassel. “I recommend working with an agency to create the right broadcast ads and schedule, not someone who works for the station. Yes, it’s expensive, but it’s an investment that will lead to exponential returns if built right. How at the very least, find another experienced and successful contractor who is willing to give you some advice.”
He adds, “A lot of contractors fall victim to saying yes to every TV or radio rep who calls us a lot in 97 spots. Well, if those 97 spots are only played at 3 in the morning, they’re worthless. You get what pay. Having someone who can guide you through the marketing planning process is invaluable.”
However, marketing is only one component of a successful brand. “For marketing to be effective, you have to provide great service, get great reviews and get referrals,” notes Cassel. “With the Internet, you can’t spend on a bad reputation.”
Training is critical, he adds, to becoming operationally excellent and having “extraordinary care” from your team, your customers and your business.
Big brands let you define who you are in the market. “Once you’ve built your brand, when people hear your name, it elicits an immediate, positive response,” says Cassel. “When they need plumbing work or air conditioning fixed, they don’t need to ask a friend for a name. They know how to call you.”
Getting your message to the right customers can “induce and evoke emotion,” notes Investopedia. Building trust and credibility builds loyalty, giving your business a competitive edge in your market. Therefore, it is important to do your research, contact other contractors or hire an agency to ensure the success of your brand.
“The day you went into business, you had a brand,” explains Cassel. “If you don’t like it, or if you feel like it’s not resonating with the market, you can rethink it. You can change your brand at any time, it’s never too late.”
Kelly Faloon is a contributing writer for Contractor magazine and director of Faloon Editorial Services. Former editor of Plumbing & Mechanical magazine, she has more than 20 years of experience in the plumbing and heating industry and more than 30 years in B2B publishing. Faloon holds a bachelor’s degree in journalism from Michigan State University.
