Consumers are more likely to use a recognizable and beloved brand than someone untested. Proper branding can be your most valuable asset – when done correctly, of course. As a small plumbing or HVAC company, you are competing against national brands with a devoted customer base. You must find unique methods to differentiate yourself from the competition. A robust branding process is an ideal starting point.
First and foremost, you need to accomplish more. A successful brand is consistent in its communication and experience throughout many applications:
- Sales & customer service
- Social media & content marketing
- Web & online advertising
- Environment (storefront or office space)
- Print, packaging, etc.
Building a brand means determining a target audience to focus on. You cannot be a catch-all service. Spreading yourself or your business too thin is a common mistake. When building your brand, keep in mind your target audience. Tailor your mission statement and message to meet their needs. For an HVAC or plumbing company, homeowners are an accurate target.
Speaking of a mission statement, define yours early and stick to it. Before your target audience can learn to trust your service, they need to know what you provide. Your mission statement defines such a purpose. Everything from your logo to your voice, personality and beyond should reflect your mission statement.
Research the Competition
Your competition remains competition for a reason. They are still in business and likely doing well because they branded themselves appropriately early on. Consider performing preliminary research and learning about big brands in the industry.
- Are they consistent in their message?
- Are their products of high-quality?
Qualities & Benefits
Why should consumers choose your business over the competition? Your products and services are your own. Dig deep and discover what makes your service unique. What benefits can you offer your customers?