To keep ahead of the competition and to ensure the survival of your business, it is crucial that you, as a tradesman, understand the importance of developing your brand and reputation. A strong brand not only helps you stand out but also builds trust with potential customers and creates long-term business growth. Here are our top tips for building a strong brand as a tradesman.
Know your target audience
Until you know who your potential clients are, it's difficult to build your brand. You need to know who you are targeting with your service and tailor your marketing accordingly. Potential clients could be private individuals, small businesses or large property management companies, depending on your trade, experience and ambition.
Think about where most of your work comes from at the moment. Are you happy with that, or do you want to expand or change direction? Your brand needs to appeal to your target audience as it demonstrates who you are and what your business represents and shows your values. So, make sure you know who you are aiming your service at and go from there.
Check out the competition
Look at your closest competitors and how they are marketing themselves. Is this something you could emulate, or should you try a different approach so that you stand out? Make a note of what type of marketing your most successful competitors are using and consider whether it would work for you.
Your branding should be distinctive, immediately recognizable and associated with the business traits you want to portray. Consider hiring a graphic designer to come up with some original ideas that work well in print and online.
Build a professional online presence
A professional website is the cornerstone of your brand as a tradesman. It should include your accreditations, customer testimonials, a gallery of completed work, and clear service descriptions. Don't skimp on this area -- make sure it's kept up-to-date and user-friendly.
Social media accounts such as Instagram, Facebook and Twitter are also great for showcasing your work with photos and videos. Let people see how you operate, the finished product and any feedback from previous clients.
Be locally visible
When people want a plumber, electrician or carpenter, they're more likely to look for someone local. Make sure your name comes up in an online search for your area. Claim and optimise your Google Business Profile with accurate details, photos and service area information to establish local credibility and visibility.
Consider leaving your business card in local builders' or plumbers' merchants, whichever is most relevant to your trade. Many people ask in these stores for recommendations for local tradespeople.
Earn a good reputation
Word-of-mouth referrals are priceless, so make sure that your reputation is top-notch. Every job is an opportunity to create more work through recommendations, so always be punctual, polite, communicative, dependable and tidy.
Online reviews are also critical -- encourage satisfied customers to leave positive reviews on Google and other platforms. Respond professionally to all reviews, both positive and negative, as this shows your commitment to excellent customer service.
Designing your brand
Choosing the right name for your business is more important than you might think. You want a memorable name that inspires confidence, trust, and respect. Take your time choosing, as your business name represents who you are and the kind of services that you offer.
The colours and font of your brand are also important and likely to be what people instantly recognise. Stay away from anything that resembles another business's look. Remember that your vehicles are often the first physical impression that clients will have of your business, so a well-maintained, clean van with professional livery showcases your brand out on the road.
Get in touch
Here at BUILT, we're experts at helping tradesmen establish a strong brand online. If you need help building your online presence with a professional website or improving your visibility on Google, get in touch with our team today!