What do you think?
In the July/August print edition of Canadian Contractor, publisher Rob Koci and editor Steve Payne faced off on the benefits of paying to be part of a franchise operation or members of an online referral organisation.
Rob cited a number of reasons why a licensed brand name might be a compelling choice, best summed up as the dual attractions of brand recognition and consumer confidence. Steve countered with a first-hand account of how a No-Name pest control duo did a far more effective job ridding an attic of squirrels than did a national franchise operator.
For what it’s worth, here’s another take…
It begins at the beginning!
The world of consumerism is full of first impressions. As the saying goes, ‘You only have one chance to make a first impression’. Maybe it’s the tone of your voice on the phone, the smile on your face when you first make contact. The appearance of professionalism can give you a head start on your next job bid.
Who are you?
It isn’t hard to establish a brand identity. Pay a young local designer a couple of hundred bucks (or a 2-4 of beer) to come up with a logo or ‘look’ all your own. Use the design and the colours to create a proper business card, signage on your truck, a web site, shirts for you and your employees. Keep the ‘look’ consistent throughout. Don’t stop there. In the same July/August issue, handyman Wayne Jackson described how he created his own category in his local phone directory and distributes flyers and posters at different times of the year. Calgary’s Urban Painters place lawn signs at their job sites.
Rob and Steve agree on at least one point: a brand name or franchised won’t guarantee new business growth. However, you can put yourself in a position for good things to happen by presenting your company or service in the best possible manner right at the get-go.
Not all tradespeople and contractors have the choice to join a franchise or can afford being member of a referral website service. But that shouldn’t mean being relegated to No-Name status. No matter who you are or what you do in the industry, you are a brand. If you don’t take advantage of the numerous branding opportunities that exist for small operators, those are lost opportunities.
Tell us your branding stories and opinions by sending an email to jbleasby@canandiancontractor.ca or entering a comment below.
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