Branding Your Roofing Business

Branding Your Roofing Business

By Marie King

How to brand your roofing business


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.

What is a Brand?

According to John Williams of

“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.”

Who you are

“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.

Who People Perceive You to be

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:

  • Customers
  • Employees: customer service reps and roofers
  • Other businesses
  • Responses to marketing materials
  • Comments on your website or social media
  • Advertisements

Once you have collected these responses. You need to create an image out of this collage of opinions. That image, your brand, should define:

  • The features and benefits of your services.
  • How you exceed the competition.
  • The positive qualities that you want associated with your business.

Who You Want to be

To help define who or what you want your company to be in the future, you can do the following things.

  • Develop a mission statement on how you want to ideally deliver your services.
  • List your short and long-term goals and how you plan to achieve them.
  • Define what your passion for roofing entails.

Here are some tips that John Williams of suggests you take to insure a successful branding campaign:

  • Get a great logo. Place it everywhere.
  • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes. Integrate your brand.
  • Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
  • Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
  • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
  • Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
  • Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.