The power of branding for tradies and builders.
I explain that because I want you to know that I'm a business coach for tradies and builders so you know you're in the right place.
I'm sure you know about the power of branding. The idea is that the more your potential customers see your brand,
the more ready they'll be to pick your business when they have a need for your services.
Marketing works in part by repetition and recognition. Seeing a business's brand more often
makes you feel more familiar, makes people recognize it and that makes us more ready to trust it.
And when I talk about a brand what I mean is your logo, I mean your logo, your business name, your colours,
your identifiable business thing, your business identifier.
Now big companies and marketers
when they talk about brand, they talk about the logo and they talk about kind of what that means to
the consumer - what personality the business has like for Coca-Cola.
It's the written name, it's the Coca-Cola thing, that little swirly name and coke and it's the shape of the bottle
and it's the cans, and all that. But it's also happy beautiful people having fun, isn't it? You never see
a coke ad that beautiful people in bikinis jumping into fresh water and splashing,
amazingly, they're not fat which most coke drinkers probably are.
That's true for you too to say to a certain extent but you don't have the money to spend on branding.
You don't have the money to spend on ads that associate your brand your logo with fun.
You're a small business. You don't have money to spend on TV ads
but you can brand all your assets and brand your assets. I mean your people,
your vehicles, and your job sites. Your people are out there in the world doing work in homes
and businesses and on building sites and you can stick your brand physically out there in the world
where your people are.
Brand them all. Brand new people, put uniforms on them,
give them uniforms to where they'll be pleased because they would because they don't have to provide their own work clothes,
get all your vehicles sign written, all of them including the ones that belong to your employees.
And put signs up outside every job you do. On a building site,
you can put your sign up on a job site when you go to someone's house or business, you can put an a-frame out or park your vehicle outside or both.
Do it, brand your people, your vehicles and your jobs.
Now I call this site-specific marketing because you
are out there on a site - your people are.
Now here's a little personal story
about how useful branding is for tradies.
My partner Michelle said this to me the other day, she said 'I see these vans for Coughran Electrical everywhere.
We were driving past their depot in Billinudgel near where we live. I said, 'Yeah, they've got six or eight I think, quite big'.
'I always call them now. I've used them a couple of times and now I remember them and mostly I'll remember them because I keep seeing the vans everywhere."
I wasn't really aware that they'd be to our house despite the fact that I worked from home and I spoke to them when they came.
I didn't really pay much attention, Michelle had called them obviously it wasn't my job so i didn't care.
I probably just said Hi but Michelle now considers them our electricians and she'll call them next time we need them or she'll get me to call them
and it's because she keeps seeing the vans around and it's kind of anchored that idea that there are electricians, they're the ones we use, they were nice and everything.
It's kind of anchored that for her and she now remembers. So it's not expensive.
I'd like you to consider doing it for your business. Compared to other marketing, it's not expensive.
It might feel expensive spending $2,000 or $3,000 to wrap your vehicle in your van
but that might last you five years which is not a lot of money really considering the power and the effect it has on people like Michelle.
If you're not doing it, if you're not branding, book a 10-minute chat with me, I'll kick your ass
and tell you off and if you're interested in business coaching, book a 10-minute chat
and if you want to come to the next Tools Down Workshop and learn about how to market your trading business properly,
then click the link below and book yourself on the next one. See you later.