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How to Build Your Brand and Use It to Win More Work!

January 25, 2022 - Marketing & Sales - 11 minutes

Learning how to build your brand can be a strange and powerful thing. To help demonstrate this point, let’s do a quick test.

Read the sentence below and name the first word that comes to mind:

What do you call the object that’s used to clean up dust, crumbs, and maybe the odd spider from your carpets and floors?


Lightbulb idea

If you said “a hoover”, then hooray: we have something in common! 

Although technically, that means we’ve both made a mistake…

Now, I know I’m not alone in this (Google told me so), but it was only a few years ago when I learnt that “Hoover” is just a brand that happens to make vacuum cleaners and not the generic word for every commonplace vacuum out there (mind blown!).

But why is this important?

Well, other than helping you to win some points at your next Pub Quiz (read on to the end to find out more), the humble hoover is a great example of incredible branding in action. It’s also a useful story to keep in mind as we discuss how to build your brand, too! 

Simple branding done right can work wonders for your business. Of course, if you’re wondering how to build your brand to achieve success, then look no further than our advice below: 

Let’s break down how to build your brand!

  1. Brand recognition: using your name & logo.
  2. Show yourself off: from uniform to email.
  3. Create a place to be found: update your website.
  4. Get customers talking: generate reviews.
  5. Ask questions: become a conversational consultant.
a guide to navigating pricing conversations, download here

How to build your brand in five steps:

A great brand—and your brand in particular—should make an impression, evoke emotions, and be memorable. Heck, some brands can even change the way we talk!

Stepping stones

(After all, you don’t say “I’ll Dyson the floor”, do you?) 

To build your brand successfully, you need to generate awareness of your business. 

You may well be doing some of these points already, but there are both subtle and more obvious ways that you can approach branding and make an impression. Not only that, but you can even get customers involved to help you take things even further!

Let’s dive in and see how building on your branding can help you to win more work.  

1. How to build your brand: using your name & logo.

Your name and your company logo—even more than the staff that your customers will meet—are what many customers will see as their first impression of your business. 

What does your brand say about you?

It’s not always an easy question to answer, but particularly in a digital age attracting attention (or not, as the case may be) will have a huge impact on how successful you are at engaging customers and winning business prospects.

Of course, many of you will already have a company name and a logo, but that doesn’t mean you can’t build your brand by refreshing, updating, and adapting your designs. 

Take Commusoft, as an example, you’ll notice that our name hasn’t changed, but how we present our brand certainly has.

Below, you can see 3 variations starting from when the company first launched over 15 years ago, then an updated design that matched a product refresh, and now a refresh that kicked off 2022 with a new (but still familiar) logo!

Commusoft logo

The reasons for updating your branding could be numerous. You might update your brand to better reflect the size of your growing company, showcase new services you’ve added, or even for a fresh coat of paint.

Regardless, it’s important to approach the decision by thinking about what you want to demonstrate with your new design. This decision making will impact the customers you attract to your business. 

When it comes to your logo and branding, everything, from the colours you choose, to the promotional phrases you write, they’ll all influence your audience, so make them count! 

Of course, it can also be important to avoid changing too drastically. This can be overwhelming and even unwise. After all, your customers will have gotten used to certain aspects of your service, and if your product suddenly becomes unrecognisable, it could undo the hard work you’ve done to build your brand and impact the familiarity you’ve built up over time. 

Pencils

In fact, familiar branding helps with something known as “aided recall” and it impacts both customers and prospects. For instance, aided recall “requires [a person’s] memory to be jogged by using a logo, slogan, or [other memorable aspects] of a company” (Talkable).

If your brand suddenly changes or is altered dramatically, then recall will be less likely to happen and it can be difficult, not to mention time-consuming, to regain. 

So, instead of doing a complete 180,  focus on making a change that builds on the brand you’ve already established. Depending on the type of business you run, there are some potentially easy choices to make. For plumbing and heating, warm colours like red, yellow, and orange work well, and for HVAC blue, white, and green are cooler and evocative.

To learn more about the impact of colour, discover all about “Colour psychology in marketing”, here.

With care, rebranding could be the ticket to reinventing and reinvigorating your brand.

It’s a natural part of how you grow and attract attention from new and old customers alike! 

2. Show yourself off: from uniforms to emails

When thinking about how to build your brand, it’s often the little things that will add value over time. You can start by making sure your customers see your beautifully designed logo and fancy slogan in as many places as possible, including on your uniforms.

With so many of your engineers out meeting and greeting customers, a uniform; even something as simple as a branded polo shirt or jumper, is an opportunity to make a strong impression that will help to win them over. 

Engineer

Besides, your engineers aren’t just random people sent to do a job: they’re professionals from a respectable company, there to assist and do great work, so they should look the part.

It’ll make a greater impression when they turn up to do their job.

Granted, depending on the types of service you provide, clothing can get messy, so it’s important to keep things practical. Nevertheless, making sure your team is presenting themselves professionally is always a good idea. 

Of course, clothing isn’t the only place to keep in mind when it comes to branding. We hear all the time about businesses who want to show off their logos in more places, but find it difficult and time-consuming to do it well. 

Fortunately, to help out, we put together a few resources to make it easier, all to help you optimise your branding. Whether it’s an email or a letter sent by post, get noticed and improve the professional appearance of your brand. With it, you’ll build on customer appreciation, respect, and trust, too.

Improve your branding

3. Create a place to be found: update your website

Webinar

Your website is your digital storefront, and in some cases, your only one, as many field service businesses don’t have a physical brick and mortar. That’s why it’s especially important that your website makes an impact.

There’s a lot your website can do when it comes to building a brand. A great site will make it easy for customers to get in touch, provide information about your services, and even make it easy for them to submit a request and book a job online with you.

To learn more about creating an impactful website, take a look here as Paul takes a deep dive into what makes (and breaks) a great site, with help from our own Commusoft customers: The Field Service Website Review!

It’s another way to visually demonstrate what it is that you do and make it easy for customers to work with you, too.

Improve your website

4. Get customers talking: generate reviews

Getting customers to talk about your business will make an impression. If you create a buzz around your brand by generating reviews and getting customers to share information (whether it’s a picture, video, or text review), it can really help build your brand awareness. 

Stars

Happy customers should want to share experiences with friends and family, but many may need a little more encouragement or a gentle nudge to get them to leave a review on a website, or even with you directly.

Requesting reviews from customers has become a necessity, though, so you need to use a variety of tools at your disposal to collect them. After all, reviews play an integral role in how your service attracts new customers and continues to generate attention. 

Requesting reviews from customers doesn’t have to take a lot of effort, and better yet, doesn’t require having to spend lots of money, but the return on any investment can be significant.

Also, it depends on the places you select to share and be found outside of your website, and where it is you want customers to leave reviews too!

5. Get yourselves talking: become a conversational consultant

Building your brand isn’t only about what you show customers it’s also about the actions you take. In a particularly insightful article about 16 strategies to help you improve your brand, the phrase “Stop ‘selling’ and be helpful,” pops up:

“Prioritizing quality engagement through creating meaningful interactions can lead to loyal customers and sometimes even brand evangelists. – Lianne Lyne, PLP Coaching, LLC ”

Forbes

Your actions will often speak louder than words… but words are definitely important!

It’s these reviews that are vital and will help you to have productive conversations with your customers. Through them, you can uncover what a customer truly wants and needs. 

After all, your brand might look incredible, but if the actions you take and the work you do aren’t what’s promised, then you’ll end up becoming infamous. And no one wants to develop a brand whose name, logo, or slogan evokes negative feelings.

It’s all about building rapport with your customers and after all, you’re the expert at what you do and if a customer has hired you to do a job, there’s already reason to believe they’ll appreciate the advice you have to offer, too. That will only go on to make your business more memorable and keep them coming back when they need you, too.

The takeaway on how to build your brand

With all that said, let’s briefly return to talk a little more about Hoover – I haven’t forgotten about the  Pub Quiz ammunition I promised!

I discovered another interesting fact/phenomenon that’s the result of Hoover’s stellar branding. They’ve made such an impact that “Henry the Hoover”—everyone’s favourite wide-eyed vacuum—is also a name that’s actually a common mistake.

After all, it turns out that Henry Hoover isn’t even made by Hoover! (And here’s your pub quiz nugget: it’s Numatic who created Henry and his spin-off family members, too). What happened is that consumers were just so accustomed to calling their vacuums “hoovers”, that even when another great product came along, they just blended them together. 

How about that for a branding impact?

If you want to have even more of an impact on your customers, how you communicate with them plays an important role.

To improve the sales conversations you’re having every day, take a look at our latest guide:

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I'm eager to share great stories, advice, and tips that can help inspire and motivate field service businesses to find success. It's that, or I'm hunting down the best bagel recipe I can get my hands on!

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