The success of your plumbing business depends on your ability to attract and retain customers. Unfortunately, this can be easier said than done. After all, it’s a competitive marketplace, and today’s consumers have many options.
The key to standing out in the crowd? Establishing and growing your brand presence. Brand visibility is the extent to which consumers recall or recognize your brand in the presence of similar conditions associated with your products or services.
Whether you’re wondering how to increase your sales leads or you want to generate more revenue, branding can help.
Here’s a closer look at why your brand matters so much, along with tips for boosting your brand visibility in order to attract more customers.
What Is a Brand?
Before we get into why your brand matters so much and how to build a brand online, let’s first address what a brand is. When many people hear the word “brand,” they think of a company name and logo. However, these elements are only one small part of what a brand is.
Your brand is actually the sum of all the elements that not only make your plumbing business who you are, but also determine how you’re perceived by your customers. What do people expect from you, and how do they expect you to deliver it to them? These two questions add up to the essence of your brand.
Another way to look at it? Your brand is the promise you make to your customers. And when it comes to earning their trust, loyalty, and business, there’s nothing more important than delivering on that promise.
Why Your Brand Matters
Apple. Nike. IKEA. Pixar. Coca-Cola. Disney. These are a handful of today’s most iconic brands. Mere mention of them brings to mind much more than the products and services they offer; each company name evokes a distinct feeling.
This is what the best branding accomplishes: it creates a strong perception of — and connection to — a company. And while these things may be intangible, there’s no denying that they matter.
One of the most valuable aspects of good branding is awareness. In order for prospects to become customers, they must first be aware of your company — or more specifically, of who you are and what you do. A strong brand story means that you have a relationship with potential customers.
Being recognized as a brand has a multitude of benefits, including the following:
- Enhanced customer loyalty
- Improved credibility
- Increased sales
- More leads and referrals
- More favorable pricing
- A competitive edge over the competition
Four Ways to Build Your Plumbing Business’s Brand
Ready to get started with building your brand? We’ve got good news for you. It doesn’t have to be complicated. Here are some steps you can take to improve your brand presence today.
Master your mission statement
A mission statement sums up the goals and values of your business in one or two sentences. It should define what’s important to you, what your markets are, and the direction you want the company to go.
Ultimately, your mission statement encapsulates what your company stands for. Because of this, every single decision you make should align with your mission statement.
Identify what makes you different
Customers need a reason to choose your plumbing business above your competitors. What is that reason? Perhaps you offer a unique product or service. Or maybe your education, training, and experience are unmatched. Whatever the reason, it’s vital to consistently communicate it.
One way to get a better sense of what makes you different? Listen to your competition. In addition to helping you refine your own brand, it’s also a chance to learn from what others are doing.
Update or upgrade your website
Your website is often the first point of contact between your business and your clients. Does it adequately represent the brand message you want to deliver?
In addition to having the look and conveying the “feel” of your brand personality, your website should also be fast, easy to navigate, and mobile-friendly. With more and more people accessing the internet via mobile devices, your website should be as responsive on a cell phone or tablet as it is on a desktop computer.
Add value to your buyers’ journeys
Your customers are looking for solutions to their challenges. Content is an excellent opportunity to provide them. From blogs and weekly email newsletters to social media and video, each of these strategies is a chance to interact with your target audience, build your exposure, assert your authority, and position yourself as a go-to resource for them.
Whatever you commit to in terms of content, be consistent about it. Reliability is everything when it comes to branding.
Just how important is your content? A whopping 82 percent of customers say content type directly impacts their perception of a business’s credibility.
Speaking of credibility, today’s consumers put a lot of stock in online reviews. Knowing what they’re saying can help you learn and improve. But it’s not just enough to monitor what your customers are saying; you also need to respond to their feedback — good and bad alike. It shows that you’re listening. More importantly, it shows that you’re willing to make things right.
While branding is important in all markets, it’s especially important in the plumbing industry, which hinges on trust between you and the clients who let you into their homes.
If you’re ready to implement a comprehensive brand strategy that will boost your relationship with clients and bolster your business, website marketing company The Light Digital is ready to help. In addition to online marketing and advertising expertise, we also specialize in digital branding for the plumbing industry.
To learn more about how we can help your plumbing business reach its goals with email, social media, SEO, review generation, and more, contact us today.