Building a winning brand

By ABC Supply. 

Learn how to create a brand identity that sets you apart, connects you to your customers and leads to business success. 

The roofing industry is a highly competitive space and differentiating your business from the competition is often the key to winning leads and bids. One of the best ways to set your contracting business apart from the rest is through effective marketing. In this episode of Roofing Road Trips®, Karen Edwards talks to Jacqui Brueggeman of ABC Supply about how to leverage brand identity and customer reviews to set your business up for success. 

Brand identity is the core of any constructive marketing strategy and appears in every aspect of a customer’s experience with your company — from your logo to your message and beyond. “A strong brand identity helps you resonate with your customers,” said Jacqui. “And that is what is going to build that differentiation between you and competitors in your space.” 

Understanding your company’s foundation 

The first step to establishing a strong brand identity is to take a moment and examine your company internally. What do you measure success by? What is your mission? Understanding these foundational parts of how you operate will help ensure you’re strategically developing a brand identity.  

Brining your brand to life 

The next step is to translate that mission and vision into tangible branding. This refers to things like your logo, colors and messaging to bring those strategic elements to life.  

Since your branding is your company’s first impression, you must “take the time to really define what your brand looks and sounds like,” Jacqui explained. “What is the brands style and tone when speaking in person? In your copy? In your messaging throughout your other channels? Think about what it looks like when your brand is showing up in visual areas, whether it be print or digital, and make sure you are using consistent messaging.” 

Show up where your customers are 

Designing a brand identity for your business that is genuine and connects you to your customers in an authentic way will help you stand out in the industry — but getting noticed is just the start. You want to make it easy for people to connect with your business and become a customer. That’s why having both a physical and an online presence is so important. “Because we live in a digital world, having that strong digital presence is crucial,” says Jacqui. “Creating a website is the bare minimum. It doesn't have to be an amazing work of art — just a basic site that delivers and speaks to your services.” 

Read the transcript or Listen to the entire conversation to hear more on how to design a brand identity that helps your business succeed!