What is Branding?
Just when you thought you had advertising figured out, along comes marketing. And just when you figured out marketing, along came branding. But what is branding?
In its most basic definition, “brand” refers to a mark designating ownership. Think livestock branding on a large ranch. The animals are branded so that ranchers know who they belong to.
That being said, branding within the realm of marketing is very similar in that it provides an easy-to-identify mark that consumers use to associate your product or service with your company.
But this is marketing we’re talking about, so there is more to it than a mark on your product.
So what is branding?
Branding is the perceived image of your company and its product or service.
Sounds easy, right? Right. But let’s back up a few steps and go over some individual points and ideas that make your brand, well, your brand.
Branding is your logo.
Just like ranchers brand their animals to designate ownership, your logo designates ownership of your product or service. It plays such a significant role in your brand because it’s the thing consumers look for on store shelves, on signs, or online.
The logo might not be your entire brand, but the color, font, and shape of your logo all play a role in defining your brand. Not sure where to start with your logo? Read through these 5 easy logo design tips. Don’t worry, you don’t have to be a designer to understand what makes a good logo.
But remember, the most important thing about your logo—and unfortunately all-too-often overlooked—is consistency. Using the same logo across all mediums gives your brand a more professional image, and helps consumers more easily recognize you.
Branding is your tone of voice.
Tone of voice is how you write on your website, blog, social media channels, emails, and in print media.
If you speak to your audience in a relaxed, easy-going tone, that paints a picture that your company is casual. If you speak in a very formal tone, with no playful or colorful expressions, your company will be perceived as structured, formal, and very professional.
Whether it’s the receptionist, the marketing team, or the CEO, make sure everyone understands your brand’s tone of voice—and follows it.
Branding is the imagery you use.
Whether you have an e-commerce jewelry store or a website for your construction company, the images you put online and in print will reflect your company’s image.
If time and budget permit, hire a professional photographer. Have them photograph some products, both studio-style (white background) and contextual (showing the product in use). Those photos will come in very handy for your website, email marketing, print marketing materials, and social media.
If you face budget constraints, read some intro books on photography, watch some videos, or peruse the countless articles online about photography 101. It won’t make you a pro, but you’ll learn enough to make your photos better than the average amateur.
But remember, sometimes a simple snap on your phone is all it takes. A landscaping company can take pictures of their crew installing a new landscape design and post to social media for immediate brand interaction.
Which takes us to the next point:
Branding is how you interact with your customers.
Yes, really. In fact, your interactions—whether they’re in-person, via email, or over the phone—play a huge role in your company’s branding. This is also the point where some businesses lose branding momentum because of lackluster communication or poor customer service.
Let’s look at a scenario where a contractor is going to a potential client’s house.
If you walk into a meeting or go to a bid job and you are prepared and confident, that is a strong reflection on your brand. It shows that you are reliable.
If, however, you arrive and start talking about you were almost late because you had to wait in a long line for lunch, and then had to take a detour because of construction… well, those are just excuses, and they reflect poorly on your brand. Even if you have the best logo design in your industry and a consistent tone of voice, a poor impression with customers or clients is a poor reflection on your brand.
And don’t forget about first impressions. Receptionists might not always get the credit they deserve, but they are the primary contact for customers calling your business. Though their only line might be, “Good morning, Frank’s Auto Supply, how may I direct your call?” it’s amazing the effect that little line can have on a caller. So do yourself a favor and hire a receptionist with a pleasant demeanor, who can handle whatever type of personality calls in. Because the first impression is a lasting impression.
Want to chat with our nice receptionist and easy-going sales team about promotional products? Give us a call at (800) 475-2255.
Branding is your product selection.
This isn’t a quantity vs. quality argument, but rather an idea that what you offer will affect how your customers view your brand. Stay focused with the products or services you offer—and why you’re offering those.
How do I enforce my company’s branding?
Write a brand book! In it, include specific directions for the following brand components:
- Colors
- Fonts
- Proper and improper logo usage – include specifics for social media platforms, if necessary
- Image use criteria
- Tone of voice guidelines
Check out this collection of brand books for inspiration.
Branding doesn’t have to be complex. For many small business owners, their branding comes naturally. Others have to really sit and think, and that’s ok. Your brand is how your audience perceives your business, so take the time to create a brand that really reflects how you see your business.
We’re On The Ball Promotions, and we can help you enforce your branding with promotional products. Find the best branded giveaways for your business at OnTheBallPromotions.com.
10 Easy Marketing Ideas for your HVAC Business
You’re out and about, all over town every day. That doesn’t leave you a lot of extra time to promote your business—or even think about promoting your business.
Or maybe you’re asking yourself, How do I market my HVAC business?
We understand.
So we’ve compiled a list of simple tips to help kick-start your marketing campaign to grow your current customer base.
Most of these easy HVAC marketing ideas are free, and can easily be implemented into your daily routine.
Ready? Here we go.
1. Wear your HVAC company shirt to the grocery store on the weekends.
You’re going to see a lot of local homeowners there, so go ahead, wear your company shirt with pride while perusing the produce section.
Why this works
You’ve turned yourself into a walking billboard for your business.
2. Post homeowner tips on Facebook, Instagram, or even TikTok.
We know, we know. Everyone has been saying it for years.
And yet, we’re here to say it again: social media can increase awareness of your company, services, and expertise.
Post small tidbits of information, like when to replace the air filter in their furnace. Pepper your social media feed with issues to look out for so they know when to call you.
If someone adds a nice review, share it with your audience to help increase consumer trust.
Why this works
This works for two great reasons:
First, by posting on social media, you’re keeping in regular contact with your customers and target audience.
Second, providing homeowner tips and simple HVAC advise is like providing a layer of transparency in your business. You aren’t keeping all that information to yourself; you’re readily sharing it with whoever may visit your page.
3. Send off-season reminders—and coupons.
Send a Christmas card (personally signed by you!) with a coupon for early bird AC checkup.
Just be sure to include an expiration date and a coupon code specific to this offer so you can track the response rate.
Why this works
How many Christmas cards did you receive last year? Nowadays, Christmas cards stand out.
4. Work the concession stand at high school games.
Talk to someone on the athletic booster club committee to see if you help keep those fans fed and hydrated.
By working the concession stand, you’ll get to meet a lot of local homeowners—and business owners. Offer to help out the booster club at a few home football or basketball games. Just be sure to wear your business shirt or hat.
Why this works
An event like this gives you the chance to connect with a lot of homeowners in your area. They are likely to form a favorable impression of you if you’re helping out at a school event.
5. Get in with Google
There is a fantastic FREE service from Google that allows you to manage a Business Profile/a>.
Just enter your business name, website, phone, and hours to appear on Google search results pages and on Google Maps. You can even add pictures, answer questions, plus customers can review your business (you can respond to those reviews).
If you do customer follow-up—like emails, postcards, or even just the invoice—add a little note or even a QR code with a link for them to review your business.
After you’ve earned a few reviews (from Google, Yelp, or your Facebook page), add those to your website, or include one in emails you send to customers.
Not sure where to start? Watch the short video below from Google Small Business and see how easy it is to get your business listed.
Why this works
This works because a majority of U.S. internet users search with Google—and they trust the information Google gives them, including local business recommendations.
6. Park your truck or van in the driveway instead of the garage.
We see this everywhere around us, in the suburbs and the small towns: small, one-man HVAC businesses where the owner just parks their van or truck in the drive.
This is HVAC marketing at its easiest.
Perhaps they’re just parking outside because their garage is packed. But because their van or truck is outside—that’s just like a billboard ad.
Parking your work vehicle in your drive or on the street is simple, easy, local advertising.
Why this works
Unless you live at the end of a dead-end street, a lot of people are going to walk or drive past your house and your billboard, er, HVAC business van.
7. Small talk can really pay off.
If you played football for the local high school and see the homeowner’s son also plays football for your alma mater, talk about it.
If they have a rowdy Border Collie and you have one too, talk about it.
The quality of your work is the most important aspect in building trust.
But it’s those small, personal connections that help build rapport with homeowners. It’s that trust and rapport that can lead to word-of-mouth referrals for your HVAC business.
Why this works
Consumers trust business owners who aren’t afraid to show their human side.
8. Join your local chamber of commerce
This is not a direct marketing campaign to your customers, but it adds value to your business’ name and garners trust.
After you join the chamber of commerce, announce your membership on your website, on your Facebook page, or put it on your promotional calendars; put it everywhere.
Why this works
Consumers are more likely to trust a business that is a chamber of commerce member than one who is not, because it shows loyalty to the community. In fact, a research study showed that consumer favorability increased almost 45% for businesses who joined their local chamber of commerce.
9. Leave a small giveaway at every visit.
One of the easiest things you can do is leave a small giveaway with customers at each visit.
Fixing a furnace? Place a small mini sticky calendar on the furnace so they know who to call if problems arise. That mini calendar acts just like a business card for your HVAC business, but since it’s stuck in place, it won’t get lost.
Why this works
While we may not look at our furnace every day, we check it often enough to see your company logo and business branding again and again and again and… well, you get the idea. Trust us, promotional calendars work.
10. Smile when you say hello.
Ok, so this one is more a reminder of professional etiquette, but it really does have to do with your business’ image. And it has to do with trust.
The homeowner opens the door to a cheerful “hello!” and already you’ve set a nice, friendly image for yourself. If, however, they open the door and you say, “Hi, I’m Bill. Where’s the furnace?… well, you might get the job done as well as the friendly hello guy, but you’ve set a different tone for the customer.
Why this works
First impressions can really help give you a boost. A friendly first impression puts the homeowner at ease, and a friendly HVAC professional is likely to get more referrals from happy homeowners.
So there you have it. Ten really simple, budget-friendly, actionable HVAC marketing ideas that you can easily implement into your everyday routine.
Some of them take very little time and effort, but can have a great impact on how you are perceived by your customers.
Remember, your marketing is what you make of it.
Need some help getting your promotion started?
We can help. We’re promotional products experts, and we work with small business owners like you every day. We can help fulfill your logo giveaway needs. Call us at (800) 475-2255 or send us an email.
Don’t forget to check out OnTheBallPromotions.com for all your promo product needs.