The term 'branding' comes from farmers labelling their livestock and showing ownership, but the word has been appropriated by marketing professionals too.
If you put your mark on just about everything you do, you'll be building up your brand, which is vital to stand apart in a busy marketplace.
It doesn't have to be expensive banners flying behind planes. Simple things like business cards, a uniform if your profession needs it, a marked company vehicle and a logo on a quote sheet will form the basis of a strong brand.
One of the main reasons for branding is to set yourself apart from the competition. Rather than just being another paint company, or another interior design specialist, you can position yourself apart from the rest.
This way, more people will see your logo, company name or tagline, they will recognise you and be able to differentiate between your company and others'.
Having a strong brand and sense of self makes for a highly-polished, professional look.
Professionalism inspires confidence from your customers because they will associate quality with quality – if your brand logo looks and seems trustworthy, you will seem trustworthy by association.
It may seem like a trivial tip, but it could be what puts you ahead of your competition.
There's a truism that you don't notice how many vacuum cleaner ads there are until your vacuum breaks.
This point works for branding too, because when people need a new paint job they will suddenly be overwhelmed with the number of painters available.
Branding will remind them that they may have seen your company name before, and will make you stand out.
And standing out from the pack is what good marketing is all about.
June 14, 2013
The Resene Trade Blog
Information of interest for professional painters
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