Building Your Brand and Market Position

A male and female setting up a plan

Good branding works for you even when you've (finally) stopped working for the day. You've put in so much hard work already, building a business and a team to be proud of. The next step is letting more people know about how amazing your business is and that they can count on you to help when they need it. And that is where branding comes in.

How Does Branding Help with Your Business Goals?

The best way to think of branding is that it's a type of marketing that's always there, working for you. Think of any type of industry – automotive, apparel, restaurants – and you're likely to think of a brand or two that represents that industry. Strong branding establishes your business in the same way to your local customers. When a plumbing, electrical, or HVAC issue comes up, you want your company to be one of the first ones (if not the first one) that people think of.

Aside from these customer-driven goals, strong branding also helps you make internal decisions about your business and how it's represented. Once you know what message you want to get across, you're less likely to be distracted by every marketing tactic that comes along, which will save you time, money, and stress in the long run.

Finally, the stronger your branding is, the stronger your market position will be, which opens opportunities for partnerships and exposure that you likely wouldn't have otherwise.

Simple, Effective Small Business Branding Ideas

This all sounds great, and you can see how building a strong brand is important for the growth of your business. You probably already have more than enough going on day-to-day, and the thought of adding another thing is almost laughable. The good news is that building a strong brand is something that can be done by taking small actions every day. Consistency, showing up to do the work, is the key to success here.

With that in mind, here are a few ideas for brand building-tips for small business owners who are likely also their own marketing department.

  1. Determine your brand’s purpose, target audience, and personality. This is work that has probably already started. Maybe your company’s personality has already been established, but even so, it’s a good idea to have these factors spelled out somewhere internally so you have a “true north” guiding focus to build your branding around.
  2. Develop your brand’s story. This is related to tip #1, but unlike that step, this story can be used in your marketing materials, on your website, and drawn from for social media posts and newsletters. Tell your potential customers who you are, how you started, how your business has evolved, and what you hope to accomplish. According to a recent Edelman survey, 81% of consumers list “trust” as a top factor in whether or not they choose to purchase or hire a company. Your story helps develop that trust by letting customers get to know you.
  3. Define a brand style guide. Your logo and brand colors should be used EVERYWHERE, including on your vehicles, your website, your business cards, brochures, postcards, and newsletter. Everything you put out there that represents your business should have a consistent look and feel so that potential customers can easily visualize your brand when they’re in the market for home services help.
  4. Get active on social media. This goes hand-in-hand with the “trust” and “visibility” factors above. Communicating on social media puts your business in front of potential and existing customers regularly and gives them a glimpse into your company. Let your personality and guiding principles shine through here. You don’t have to post several times per day, or even daily if that feels like too much. But it’s important to come up with a posting schedule for whichever platforms you choose (these should be the platforms where your target customers are most active) and stick to it.
  5. Blog. Yes, blogs still matter! People don’t read blogs so much anymore for entertainment (ah, those were the days…) but blogs are an integral part of content marketing. They provide useful information to your potential customers while also showcasing the services you offer. Use your blog to provide useful content, talk about your company’s community involvement, or celebrate milestones. Again, this does not have to be something you do every day, but it’s a good idea to develop a regular posting schedule.

At a glance, this seems like a lot. But if you clearly establish your brand personality, target audience, and story, the rest is much easier. The key is consistency: don’t try to do it all at once, or every single day. Come up with a plan and follow it.

Interested in Partnering with Us?

If you’re considering selling your home services business, we’d love to talk to you. Partnering with Southern Home Services can provide the flexibility and support you need to reach both your professional and personal goals. Give us a call at (407) 519-3265[OUW4] or contact us online.

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