Corporate Branding: Steps to Being the Perfect 10

By | 01/30/2015

Branding often takes the back seat to other priorities. It’s something most HVACR and plumbing service contracting businesses see as a “nice-to-have” rather than a “need-to-have”—and that’s a problem.

A brand is a promise; it’s a unique selling proposition that differentiates your company from the competition. With so many service contracting businesses paying little attention to branding, there is a unique opportunity for your business to do the opposite.

Use these simple steps to transform your brand into the perfect 10:

Play to Your Strengths

We are at our best—our most powerful and effective—when we play to our natural strengths. From more than 50 years of research consolidated in their bestselling books, Gallup’s StrengthsFinder assessments have helped millions of people around the world in every industry, job and role imaginable to discover their unique combination of strengths. Have your employees take the StrengthsFinder assessment to identify their natural talents and develop them into strengths to enhance productivity, performance and engagement. Use your employees’ unique strengths as a selling proposition to prospective clients as to why your team is the best fit to tackle their contracting needs.

Define Your Competitive Landscape

A SWOT analysis is an assessment that identifies internal strengths and weaknesses, as well as external opportunities and threats. After conducting a SWOT analysis, match your company’s strengths with opportunities to pin down promising opportunities that your strengths allow you to pursue. This process will highlight what differentiates your business from the competition.

Describe Your Company in Three Words

Taglines are often overcomplicated and underwhelming. Spend a full day with your core team and prompt them with the questions, “What is the emotional reaction you want our clients to have and what do you want them to remember?” Have your team boil their answers down to three words, and develop your tagline based on this working session.

Put People First

Your company’s brand is your individual employees’ personal brands as well. People do business with people. Ensure that your company has a people-first attitude in all that you and your employees do.

Crawl, Walk, and then Run

Think of your brand like a baby. A baby has to crawl before he walks, and walk before he runs—the same applies to your company. Don’t overwhelm your team with heavy marketing and digital initiatives; start slow and pace yourself by identifying key outreach goals per month. Track and measure your monthly progress to inform more aggressive goals. Don’t be the brand that over-promises and under-performs.

To continue the conversation, post a comment on our GreenSTAR LinkedIn group—we’d love to hear your branding tips.

The GreenSTAR program was established in 2007 by the Mechanical Service Contractors of America (MSCA), the nation’s leading trade association for HVACR contractors, providing education, marketing and labor/management services to assure its members deliver quality performance, value and expertise for all building system needs.