The concept of branding has an origin of fire. Based on the Old Norse word brandr meaning “to burn,” it dates back over 4,000 years and refers to the practice of branding livestock. Now, we think about branding differently. We want it to leave a distinct mark that’s both literal and figurative. We literally want your audience to recognize you when they see your logo or even your color scheme, but we also want your audience to feel who you are and what you stand for.
Today, if you’re building a brand for your company, you want to think about the strength, design, and message you want to communicate to your target audience. Your brand is not only your logo; it’s your first and lasting impression. It’s your identity, your voice, and your reputation.
Building your brand takes time, thought, and experience. With thousands of businesses trying to compete, you want to create a face and a persona that stands out from the rest. Establishing brand identity and differentiating yourself from your competitors is crucial to your success. It involves strategic thought, consistently updated content, and appropriate avenues to share relevant information. Easier said than done, right? Today, we’re going to discuss how to successfully build and share your brand.
This means developing the face of your business. It involves design, color, logo creation, and voice. Are you simple and modest? Bright and vibrant? Balanced and collaborative? Bold hues, soft edges, calm colors, and how you choose to use space all communicate messages to your audience. Within your written content, stories, humor, authenticity, and credibility will help you connect with your readers. All these subtle, powerful clues help your audience feel who you are and what you’re about.
Think about who you are, what you value, and what problems you plan to solve for your customers. After you’ve established a visual brand, you want to make sure that your words, philosophy, and identity support that brand.
People resonate with a story that they can connect with. Be sure to find a way to share your history and your values in a way that connects with your audience. Are you a family-owned and operated company? Are you veteran-owned? Why do you value the community you serve? Think about what makes you stand out and how you can use these accolades to connect with your audience.
Lastly, think about how you will help solve a problem for your audience. Defining the issue that your customers are facing and how you’re qualified to offer solutions to this unique set of problems will help you stand out from your competitors. Thinking about how you’re going to solve short and long-term problems will assure customers that their dollars are well spent.
Understanding the demographic you’re intending to serve will help you understand where to best spend your marketing dollars, how to use language to your advantage, and how to create visuals that are appealing to your target audience. You want to create a voice and a brand that will resonate with the people who will hire you. Understanding how you intend to solve those customers’ specific problems will help you craft your brand in a more meaningful way.
You have a logo and a font that represents who you are, but other visuals and videos on your site, blogs, advertisements, landing pages, or other marketing materials will help explain what you do and how you can help. These visuals, when professionally laid out, help establish your credibility and enhance your reputation by showing that you’re knowledgeable and serious about sharing visual information with your target audience. Lackluster images just won’t do. A professional graphic designer can help you create visual continuity that will appeal to your audience, align with your brand, and uphold your reputation. When developing a website and an online marketing strategy, it’s important to use visuals to your advantage to not only make you appear professional, but also to further set you apart from your competition.
We’ve said it once, and we will say it again. Content is king. It’s your voice, and it serves as an indelible way to connect and communicate with your audience.
Not only does content have to be unique, accurate, well-written, and up to date, but it also must consider search engine optimization (SEO) value to help improve your organic listing. This requires finesse and care. Weaving keywords, commonly searched phrases, geotargets, and other enhanced language will help improve your rankings over time.
Even further, in today’s online marketplace, Google values accurate, well-written content. This means that stuffing in appropriate language just won’t do. Instead, words and content need to be crafted, frequently updated, and user-friendly to meet today’s high standards. Not only do you need to refresh the content on your site and ensure that it’s relevant, but you also need to regularly add blogs. Blogs serve as an opportunity to educate your readers about nuanced topics, current events that apply to your areas of expertise, and new services that you may be offering in response to customers’ needs. This fresh new content will go a long way towards establishing your credibility and building your online presence. Even further, using social media platforms to push this information to your target audience will help remind your current and future customers that you care about offering them vital information about your area of expertise.
Your target audience likely spends time on devices with varying screen size. Whether your customers are using a tablet, a computer, or a smart phone, you want them to be able to engage with your content in meaningful ways. This means that they need to see all your intended graphics on any given screen size, fill out your online forms, and easily read your written content.
Welcome the opportunity to receive feedback. You’ve worked hard to create your brand and provide exceptional customer service, and you absolutely want others to share their experiences, especially when they’re positive. When searching for products and services on the Internet, the sheer volume of search results is overwhelming. Reviews from your clients will help tip the scale and encourage potential customers to read more about you and how you can help resolve their service needs.
Though you do your best to provide quality service, you can’t please everyone, and sometimes, you may miss the mark. If current or potential customers have a complaint, it’s important to acknowledge that complaint and address it as soon as possible. This will help you maintain your good reputation and continue to build trust with your target audience. If you have a problem, dealing with it professionally and promptly will go a long way with your audience.
You can build your business, you can build your reputation, you can establish credibility, but to share your brand identity and increase your return on investment, you need to market your well-crafted image. You can do this through pay-per-click (PPC) advertising, a social media presence, on-page SEO, off-page SEO, email marketing, and other strategies to help form a comprehensive and dynamic marketing plan.
These days, everyone uses social media in some way, shape, or form. Whether its Facebook, Twitter, Instagram, or TikTok you want to make sure that your brand weaves its way into these platforms so that your target audience can access your blogs, your materials, and your updates.
Use these opportunities to engage your audience and a sense of community. After all, it is called social media. When choosing a social media platform, you don’t necessarily want to use every single one that’s available. Rather, choose those that strategically target your intended audience and spend more time fine tuning that strategy rather than spreading yourself too thin.
Effectively building your brand requires a dynamic and collaborative approach. FieldRoutes understands the ins and outs of multiple field service industries, and we will work with you and your vision to ensure that you’re well represented online. When you’ve worked so hard to establish credibility in your industry, you want to share your trustworthy reputation with your current and future customers. Let the experts at FieldRoutes help you put your best foot forward. Reach out to us today to learn more about how we can help you build your brand.
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Meyer-Delius, Harald. (22 February 2017). “33 Tips To Build A Memorabe Online Brand”. JeffBullas. Retrieved from https://www.jeffbullas.com/33-tips-build-memorable-online-brand/.
Patel, Neil. (2021) “The Ultimate Guide To Online Branding And Building Authority”. NeilPatel. Retrieved from https://neilpatel.com/blog/guide-to-online-branding-1/
Paun, Goran. (2 July 2020). “Building A Brand: Why A Strong Digital Presence Matters. Forbes. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2020/07/02/building-a-brand-whya-strong-digital-presence-matters/?sh=1f082e2549f2
Holland, Taylor. (11 August 2017). “What Is Branding? A Brief History”. Skyword. Retrieved from https://www.skyword.com/contentstandard/branding-brief-history/#:~:text=The%20term%20derives%20from%20the,years%20to%20the%20Indus%20Valley
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