Contractor Update

What is the name of your company? The name of your business is extremely important, but many contractors don't take advantage of branding their company. By branding, I'm talking about name recognition. Branding is getting the name of your business on everyone's lips. Your company name should be big, bold, and prominent on everything you might put it on: your yard signs, magnetic truck signs, flyers, yellow pages ad, or your radio commercials.

Check out this example (right) - I know what the company does, I can easily make out their phone number, but... what is their business name?

If your business name is branded on your materials, people have a better chance of remembering you the next time they need your services. Open up your yellow pages phone book and look up the services you provide. Notice all the ads in there where companies have strong headlines that say, "Save Money!", "7 Days! 24-Hour Service!", or "No Jobs Too Large or Too Small!" Notice most of them don't have their company name as large as their Benefits or Features headlines. You can easily see the phone numbers, but what are the odds their previous customers will be able to find them again? Or will they be enticed to call another service instead?

My HVAC company has a catchy name - NRG - and it's emblazoned on my thermostat, a refrigerator magnet, and on the outside of my air conditioner. I get a personalized holiday card from them every year. I get a maintenance reminder flyer every 6 months. Guess which name pops into my head every time I need those services?

No matter if you're a business with just one person or you've got 100 employees to cover a whole state, you need to make sure your customers remember your name. It's how you get referrals and repeat business which is the life blood of every company. You'd be amazed to see that a few contractors register with ConstructionDeal.com and list their "Company Name" as "None" when they register with us. Guess how much repeat business or referrals they would get if we let them be listed in our Directory with the business name "None".

Exactly.

Labels: Contractor Branding, Small Business Marketing

Your company logo is the curb appeal for your business. It's usually the first thing your customers see when they're introduced to your company. Your logo is not your brand, but it's part of the brand that tells customers who you are and what services you offer.

Logos work well for businesses that sell a tangible product because it enhances the product and adds value - the Mercedes Benz symbol, for example. But for companies that offer a service, it's harder to attach a notion of quality. This is why any company involved in remodeling, building, or repair work has a logo to demonstrate what they have to offer.

Do small and medium-sized businesses need a logo? Most large construction and remodeling companies, as well as franchised repair or maintenance firms, all have a logo. When potential clients see their logos, it symbolizes their service and represents the quality and reputation that comes with it. If you want clients to remember you, even if you're a one-man operation, it makes sense to incorporate a logo into all your marketing efforts.

Human beings are bombarded by advertising messages every day. They say the average consumer sees over 4,000 ads on daily basis. Do you think they'll remember Dave's Plumbing the next time they need your services? Most people can remember when there is a visual attached. The logo belongs every where you have your company name: on your trucks, business cards, invoices, contracts, yard signs, and more.

Here are 3 tips to make sure you design the best logo for your business:

• Be Memorable - something that shows what your company does in the same tone as all of your other marketing. It can be humorous or serious, colorful or muted, flashy or conservative. But it must be in tune with all other marketing, advertising, and correspondence for your business
• Be Readable - many times, a company will have a large, elaborate logo that looks great spread across their website and fills up the whole screen. But it must look just as good when it's condensed down on a business card. A simple design could be the best approach for your logo. It could be a tool, a truck, the roof of a house, or anything you feel symbolizes what your business offers your clients.
• Be Unique - the logo shouldn't be a copy of your competitor's logo. It should stand out from the crowd in order to be remembered as well as not to send any business your competitor's way.
  

If you do some research, you'll be able to find several companies online that will help design a quality logo for you. It can be a very inexpensive part of your marketing plan and it is a key component for any branding strategy. Shop around a few websites, look at examples of previous work and see if their style and sensibility on design matches your business.

Labels: Contractor Branding, Small Business Advice, Small Business Marketing