Local Branding Can Trump National Competitors

The marketing game can certainly be complex. With hundreds of tools, thousands of options and one big learning curve in between, it’s easy to be inundated.

Throw in some big conglomerate-sized competitors and it’s downright daunting.

Nevertheless, local contractors actually have an advantage. They are in an incredible position to build the very best of brands. All they need to do is start!

SEE THE OPPORTUNITY: A BIG BRAND

Why do people choose big-name brands over competitors? Because they know what to expect.

The bar is set pretty low for blowing customers out of the water with service, quality and efficiency. However, when you can create a truly great customer experience, people will remember it. Customers tend to expect greatness to come from those companies that put forth an appealing and professional image. Their branding gets remembered. And the brands that get remembered are usually the ones that succeed.

A major flaw that many small businesses and contractors fail to recognize is that their brand is not memorable. Maybe they use initials for their company name or have bland truck-wrap designs. Maybe their website looks like it was made in 1995 or their brochure is full of grammatical errors. Whatever the case may be, there is always room for improvement.

A big brand excites and reassures. It doesn’t lead to skepticism or distrust. You can beat out the bigger companies when it comes to delivering personable, reliable and memorable service in your community. You just need to get your visual presence to reflect that.

So how do you make that happen?

PROFESSIONAL LOOK, PERSONAL FEEL

Customers want a service that’s human and personalized. But they also want an outfit that looks the part. The challenge is how to blend the two.

If you think aspects of your service, like tidy uniforms, clean service equipment and a slick-looking company truck, don’t matter, you’re severely missing out. Thoughtful service can help get your company’s reputation in good standing. Yet it’s only when you’ve got a brand that matches your high-quality service that you can expect to crush the competition.

Put customer woes to bed by taking hold of your brand and getting a professionally designed logo. The degree of aesthetic quality and industry-appropriate imagery will position your name as an immediate authority.

UPDATED AND INTEGRATED

Does your website and digital presence reflect your most current services and information? In 2014, this is a must!

You lose customers when you default on your brand promise by providing misleading information or not living up to expectations. Ignorance of an error is no excuse; customers will be disappointed and frustrated when certain expectations are not met. This is business.

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About Dan Antonelli

Dan Antonelli is CEO and creative director of Graphic D-Signs Inc., a Washington, N.J.-based award-winning advertising agency that works with small- and mid-size businesses all over the world to help them trump national competitors.

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