By Marie King
We all know the names of companies that have successfully branded themselves like Coca Cola or Xerox. However, as the owner of a small or medium-sized roofing business; the idea of branding your company seems out of your league when you think of branding as something only fortune 500 companies do. But that’s not true, every company needs to brand itself to survive.
According to John Williams of Entrepreneur.com:
“Your brand is your promise to your customer. It tells them what they can expect from your product or services, and it differentiates your brand from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
“Licensed Roofing Contractor” printed on your work truck, marketing materials, website, or social media tells potential customers that you’re skilled and stand by your work. It also tells them that you have roofing insurance in the form of general liability and workers’ compensation. General liability guarantees client that they have a means of redress if they have problems with your services.
“We Recycle” emblazoned on your business vehicles and marketing materials and venues promise potential clients that when you do a roofing job that you will dispose of the waste products in an environmentally responsible way. “We Recycle” also informs your clients that you care about the environment. Companies that recycle have polled new customers and found some of these individuals chose to do business with their company solely because it recycles.
Getting a grasp on how people perceive your business takes diligence. What you need to do is keep an inventory of customer feedback and potential clients’ comments. Your sources of feedback and comments are varied and diverse. These opinions can come from a number of sources:
Once you have collected these responses. You need to create an image out of this collage of opinions. That image, your brand, should define:
To help define who or what you want your company to be in the future, you can do the following things.
Here are some tips that John Williams of Entrepreneur.com suggests you take to insure a successful branding campaign: