Your Guide to Rebranding Your Home Service Company
By Melissa Bellas
Across home service industries, branding is often overlooked. And understandably so—with capital tied up in fleets, equipment and staff, little is left for branding initiatives.
Consider this: Research shows that with consistent presentation of a brand, revenue is increased by 23%. And in just about any industry, the most successful industry leaders are those that have created a strong brand presence. Branding presents an unmatched opportunity to establish your company’s identity, incentivize potential customers in your area to call and transform current customers into brand ambassadors.
What does your current brand say about your company? It may be time for a rebrand if…
You’re Inconsistent in Current Branding Methods
Consistency is key! Even at a quick glance, all of your company materials should have a “branded” look that connects throughout all marketing initiatives. While all marketing materials should share a common denominator, the reality is that most (if not, all) home service companies do not have a guidebook for branding standards. And while some may have a few file formats of their logo to share with various vendors, each will likely interpret your brand implementation differently.
Your Current Brand Looks Like All the Rest
How many service or utility vehicles have you seen with common weather or service-related clipart? probably a lot (especially if you live in the tristate area). If your company has the same logo or look as all the other businesses out there, it’s nearly impossible for potential prospects and customers to distinguish your company from others. And with competition at an all-time high, standing out and being unique are more important than ever.
Your Business Has Expanded
Whether you’ve expanded your service offerings, acquired or merged with another business or augmented your geographic territory, your business has likely evolved over the years. Has your brand actively kept up with these changes? Brand identity could be a key factor in helping your home service company reach its full potential as your business grows. And sometimes all it takes is looking the part.
If your business is in need of rebranding, here are some key steps to take to guarantee a successful outcome:
- Do Your Research
Talking to people is the best way to decide what changes need to be made to your branding. Whether it’s current employees, your loyal customers or even industry experts—the goal is to collect valuable suggestions and opinions to determine what changes will generate the greatest benefit to your company. Is it hard to do business with your company? Does your brand need a major overhaul, or just a little tweaking? Are your customers satisfied with your service? These are key questions to consider in talking with stakeholders. Don’t be afraid to research your competitors to discover what they may be doing better.
- Shape Your Objectives
You’ve done your outside research, now you need to do some internal research—that means asking yourself the hard questions. What differentiates your company from the rest? What works? What changes need to be made? Taking stock of your company’s strengths and weaknesses is key to revamping the look and feel of your business. Know your objectives and the problems you are trying to solve to help craft a new vision, shedding your current identity and re-creating your new identity. A little SWOT analysis never hurt anyone!
- Activate Your Plans
You’ve figured out your weaknesses and established objectives—now you can decide how to implement change. A plan of action should account for the changes that need to be made, including certain elements, such as your logo, signs, social media pages, website, invoices and even service vehicles. While planning for all this change may seem daunting, you don’t have to go it alone. When making design decisions or engaging in important back-and-forth dialog, your team’s involvement can accomplish the change if you specify and outline their individual roles.
- Circulate the Word
You’ve finalized your new branding, now it’s time to communicate the changes. There’s no better place to start than with your staff. All employees should be equipped with updated brand guidelines and the language to effectively communicate with the public as your new brand rolls out. Making custom T-shirts and apparel they can wear to inexpensively promote your new logo or brand elements is a simple way to carry this out. Customers and prospects should be kept in the loop, as well. Whether via social media updates, press releases or emails, these key stakeholders need to be informed on what to expect to experience under the new brand.
Rebranding can be a lot to wrap your head around. It isn’t tangible like a piece of equipment. It’s a feeling or idea—one that lives (or dies) by how it’s treated by the company. And your long-term success is a direct result of how well you define your brand and it’s day-to-day implementation.