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Create Your Message and Grow Your Brand

Originally published
Originally published: 3/1/2018

Branding is the identity of a company. The stronger the brand message is, the more distinct the company’s identity will be. A recognizable brand with a strong identity is one of the foundations of business success, in the HVACR industry and every industry.

Create a Brand Message

If you don’t have a powerful brand message, your company may not stand out from competitors in a positive way. Coming up with a brand message is a smart strategy, whether your company is new or it’s been around for years. It’s never too late to brainstorm and create a brand message which hits the target with your ideal customers.

The brand message should be short, succinct and designed to convey the purpose and values of your business. For example, is your company committed to delivering superb customer service to members of the local community? Do you offer specialized HVACR expertise which makes it a better choice for consumers than other companies?

Think about the values and purpose of your company. Then, come up with a brand message which is no longer than one paragraph. Then you can use this brand message to get more from your marketing, advertising and branding efforts.

Come Up With a Customer Avatar

A customer avatar is a “character.” It’s a composite of all of your customers. This character is the person at whom your branding efforts will be aimed.

To create this character, review any information about your customers you have. Are they usually younger or older? Are they typically male or female? Which products or services did they buy? Also, think about conversations you’ve had with your customers. Did your customers share information about themselves and their passions and interests? Did they share information about how they feel about your company?

Once you’ve done some hard thinking, begin to put together the customer avatar. It might be a middle-aged male with a middle-class income and an interest in home improvement. It might be a younger woman with a lower income who needs a freestanding air conditioning unit for her rental apartment. After you have the avatar, give him or her a name and write up a little backstory. This may seem a bit silly, but it isn’t.

Keep your character in mind when you’re planning your marketing strategies. You’ll find that branding and marketing with the character in mind allows you to target the right types of prospective customers.

Long-term Relationships

Sometimes, the best branding is based on a five-star business reputation. This type of stellar reputation may be marketed easily. It speaks for itself in many ways. The best way to get the five-star reviews that you need to build your brand is to put a lot of care into nurturing your long-term relationships with your customers.

When you get customer loyalty, you’ll get good reviews, word-of-mouth advertising and referralsConsider your relationships with your customers as branding for your business and act accordingly.

Start Today

Branding has many “moving parts” and it’s something on which every smart company owner spends time. If you think you’re too busy and don’t have time for branding — which is so important to your company’s future — you may consider outsourcing the tasks.

Many companies offer branding services for affordable rates. Just be sure to do your research and choose a wonderful provider with a strong and positive reputation.


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