4 Tips for Consistent Branding That Works

Posted by David Chism | Wed, Nov 18, 2020

 4 Tips for Consistent Branding That Works

When your leads are strong and steady, it’s a good time to think about how your con­tract­ing busi­ness can pick up more mar­ket share.

So, how do you do it?

Let’s Talk Branding

Brand­ing is always impor­tant, but when there is a pan­dem­ic going on and home­own­ers are flock­ing to find any­one who will just show up to do the work, it is easy to think that mar­ket­ing can be put on the shelf for awhile. 

Most home improve­ment com­pa­nies this year were able to cut mar­ket­ing expens­es down to lit­tle or noth­ing dur­ing the COVID splurge of home improve­ment work. I had a num­ber of cus­tomers, how­ev­er, that took this oppor­tu­ni­ty to find some good rates on more tra­di­tion­al adver­tis­ing plat­forms like bill­boards, radio, and oth­er out­door advertisements. 

This is real­ly a wise move as you play the longer game, rather than just rid­ing the tur­bu­lent highs and lows.

As busi­ness own­ers, you always need to be wise with your mon­ey. I am not sug­gest­ing you spend ruth­less­ly or blow your hard-earned cash. I am sug­gest­ing that you have a bud­get and stick to it. Dur­ing these uncer­tain times, it makes sense if your com­pa­ny is more prof­itable to stash away some extra prof­it, too.

Take Advan­tage of Great Rates from Mar­ket­ing Vendors

Adver­tis­ing com­pa­nies still need to sell their spots. 

This is a great time to nego­ti­ate 2021 prices with these ven­dors. Radio, TV, bill­boards, bus ads… All very tra­di­tion­al forms of adver­tis­ing, but right now the rates can be quite good. These forms of adver­tis­ing also take time to work, and being proac­tive will posi­tion you ahead of your com­pe­ti­tion and keep your name in front of your tar­get­ed areas. 

4 Tips for Mak­ing the Most of Your Brand­ing Opportunities

If you do explore more tra­di­tion­al brand­ing in 2021, let me offer a few sug­ges­tions based on com­mon mis­takes I’ve seen by many small busi­ness owners: 

  1. Review your logo and brand mes­sage to make sure it’s easy for con­sumers to grasp who you are and what you do. This is extreme­ly impor­tant for plat­forms like a bill­board. Geico, as a well-known exam­ple, has done an incred­i­ble job push­ing their main mes­sage to con­sumers: 15 min­utes could save you 15% or more on your ________ insur­ance.” Now when they do com­mer­cials or out­door adver­tis­ing, they don’t have to say that sen­tence. They can just have a sign that says Auto and RV” with a Geico logo — peo­ple know what they do and how to look them up!
  2. Make sure your brand­ing is clear and to the point. Just like the Geico sug­ges­tion above — keep it sim­ple! At times you can even avoid con­tact infor­ma­tion as peo­ple will just google your name. That’s how it works now, folks!
  3. If you’re doing a radio cam­paign, your mes­sage needs to be con­sis­tent. Don’t get too cre­ative and change it up very often. The begin­ning and the end should be the same each time, too. You want peo­ple to famil­iar­ize them­selves with your brand and what you do. 
  4. Be patient. You will not see a lot of direct leads from brand­ing cam­paigns like radio or signs around town. If your mes­sage and the loca­tions are clear and con­sis­tent, how­ev­er, you WILL see your lead counts move up and to the right. It will just be a lit­tle hard­er to track. Most of the lead uptick will be by calls and more inter­net leads (few peo­ple will say, Hey! I saw your billboard!”). 

As a final tip, I’d rec­om­mend hir­ing a cre­ative team to review your brand and mes­sag­ing. The adver­tis­ing rates may be good, but it’s still an invest­ment, and you want to be sure you’re putting a strate­gic, pro­fes­sion­al foot for­ward. Don’t risk it!

If you have any oth­er ques­tions, don’t hes­i­tate to reach out. This is a key time to set your­self up for suc­cess, and growth, in 2021

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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