Branding For Plumbing, HVAC and Electrical Companies
Many business owners overlook branding…especially those in the plumbing, HVAC, and electrical fields. But it is important to differentiate yourself from your competition if you want to reach new customers and keep the customers you already have. Developing a brand involves solid research, repetition, consistency, targeted marketing, and employee training. It involves seeing each point of contact with the public as an opportunity to establish your company’s identity, incentivize potential customers to buy, and remind current customers why they should continue to use you. Check out the links below for more information about our approach to branding.
Advanced Research: We build our advertising on a foundation of research that we conduct for your plumbing, heating, air conditioning or electrical company.
Branding Starter Kit: Get insider information about successful branding and learn about the different products we offer to makeover, update, or start your brand.
Message on Hold: Message on Holds build trust and increase closing rates by keeping customers on the phone during busy hours.
Jingles: Discover the benefits of having a jingle and the different kinds of jingles in the marketplace.
Promotional Products: Increase customer retention and make it easy for customers to contact you. Prevent them from being tempted by competitors in the phone book or on the internet.
Our Branding Process
At Contractor 20/20 we start our process by getting a comprehensive look at your company, discover who your best customers are through market research, and then start to develop an image (brand) for your company that is targeted toward your best potential customers. Contractor 20/20 then helps you build this brand by using repetition, consistency, targeted marketing, and employee training.
There are three types of customers you want to reach with your advertising: your existing customers, customers who have a need but do not have a brand preference, and your competition’s customers. Research proves that in order to grow business among these customers through name recognition and repetition, existing customers need to hear your name twice a month, customers who have a need but don’t have a brand preference need to hear your name four times a month, and your competition’s customers need to hear your name eight times a month with a strong reason to switch.
Once you establish an image you should be slow to change it. If an advertising agency immediately wants to do an image makeover without good research to back it up you should be wary. A great example of a company that has had a consistent image with slow change is McDonalds. They have consistently used the same colors in their advertising, their product is pretty much the same, you can still identify them by looking for the golden arches, and their slogans remain unchanged or similar each decade. For example, in the early 2000’s their slogan was “We love to see you smile.” This then morphed into “I’m Lovin’ it.” In order to build an image or brand, your company needs to have message and visual consistency at every point of contact with the customers. Contractor 20/20 is uniquely equipped to address this need because we are a full advertising agency who can help you manage each point of contact.
You don’t need to reach everyone with your marketing. We have found that 80% of your business comes from 20% of the public. When you try to be everything to everybody with your brand, you end up being nothing to everybody. It is a better practice to figure out who your best customers are and go after them with targeting marketing.
Part of consistency is making sure your employees understand the company promise and are ready, willing, and able to deliver on it. Their continuing education needs to include reiteration of the company policies and promises. This is true for everyone from customer service representatives, to technicians, to managers. Every person that a customer comes into contact with needs to understand how to represent the brand correctly. Contractor 20/20 can help with this training.
As you can see, building a brand is a holistic process. It involves everything from the consistency of images on the labels you put on newly installed equipment, to the way your CSR answers the phone, to the number of times you mail your target market. The work we do with reminder cards, thank you notes, happy calls, and appointment calls to set up a service call, are all ways of showing the customers that you understand, you do not take them for granted, and that you are thankful for their patronage. Through these sorts of branding behaviors and actions, the customer will now know that your company is working to earn their loyalty. These actions themselves are valuable brand building elements.
To make this process easier we can help you prioritize your strategies…just give us a call. If you’re a company that is just starting out, check out our branding starter kits for plumbing, heating, cooling and electrical companies.