Establishing A Brand

ESTABLISHING A BRAND Brand name recognition in your chosen market is absolutely the best way to get new business. by John Allin. July 31st, 2009. Snow Magazine. If they don’t know who you are – it will be hard to gain acceptance without shooting the potential customer a low price. And that is certainly the worst way to get attention. No contractor wants to be known as the dirt bag, low-baller in their market. That’s a brand reputation everyone tries hardest to avoid. However, if the potential customer base already knows your name, then half your battle is already won. When you walk in to talk to, or solicit business from a potential customer it helps if they say “Yeah – I know you guys”. Those words should be music to your ears, just as long as they don’t follow-up with “You guys suck!" There are a couple of ways to accomplish name recognition and establish a “brand”. Your logo is distinctive and is on your equipment, your letterhead, your business cards, your jackets (and shirts, if you have them). Next, all your advertising (a subject for another column) carries your logo. And, not to be forgotten, you need a tag line that accompanies everything you do. For example: “The best of the best," "The professional choice” and "The plow guys." Something, anything that sets you apart is part of the brand. And whatever you choose, please don't adopt “I’m known for good service. ” That's not what I’m talking about. That declaration should be a given fact and not what sets you apart from your competitors. Instead, we’re talking about being recognized without you having to give anyone a pitch about what you do. Lastly, once you start establishing a brand don’t change it. I’ve seen, and worked with, contractors who have tinkered with their brand over the years. And because of this tinkering, no one really knows “the brand” for this company. Don’t keep trying to find the right one. Instead, select one and stick with it, forever.