Branding Strategies for Plumbing, HVAC, and Electrical Companies

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What is your identity in the eyes of the marketplace? Kind of a strange thought, isn’t it? What do you stand for? What does your company look like? These are all parts of your brand. Let’s take a look at some of the components of branding and ways to enhance yours.

The Role Branding Plays in Marketing Plumbing & HVAC Companies

As anticlimactic as this explanation is, showing the market who you are is the core of your brand. When your company’s identity comes together like a symphony with your ads and the delivery of service, dollar bills rain from the sky. Your people execute your plan, and your business grows. Be a branding Beethoven.

Is Branding a Tap Root or Feeder Root?

Branding is a Tap Root. Without identity in the market, you’re invisible.

Ways to Incorporate a Solid Branding Plan into the Marketing Strategy for Your Trade Services Business

What’s Your Secret Sauce:

You’re one of over 250,000 plumbing and HVAC contractors. What makes you special?

Do You Have a Story:

Maybe you don’t have one or maybe your story is boring. If you have a story and it’s interesting, your clients would love to hear it.

Values, Mission Statements, We Believes:

Spelling out and publishing to the world your company’s belief system, your values, and the purpose you strive to serve helps identify your business to the market. It will also make you accountable.

So What, Who Cares, So Does Everyone Else:

Tradespeople all over talk about the same stuff: quality service, low rates, licensed/bonded/guaranteed. These are things consumers expect. So, when they see these things under your logo, they think, “So what, who cares, so is everyone else.” Tell future clients what they don’t expect. Tell them things they care about.

When Your Business Started Doesn’t Matter:

Just because something is old, doesn’t mean it’s good, just like because something started yesterday, doesn’t mean it isn’t. It’s okay to draw some attention to when your business started, but if being in business for 30 years is the only thing your business has to hang its hat on… we need to chat.

Be What You Say You Are:

If your goal is to have your brand portrayed as professional and you send a technician out in a rust bucket truck with chew juice dripping off an unkempt beard, you just became a liar in the eyes of your client.

When to Abandon the Name of Your Company:

Our core company was named just like millions of plumbing and HVAC businesses out there. Grandpa pulled out his wallet, looked at his driver’s license, and said, “Yup, that name looks good!” The name of our company doesn’t provide any branding benefit, but it also doesn’t hurt much either. Starting from scratch, I don’t recommend the last name method. But I’m thankful the name of our company is common, easy to say, and easy to spell. If your business name looks like the alphabet in a blender, consider renaming and rebranding.

Logo:

I have seen some awesome $29 logos and some terrible $5000 logos. Online graphic design services make logo design super easy. If you don’t have a decent logo, get one and make sure it represents your brand.

Email:

Seems simple, but every time you send an email, your URL is branding your business. If your business email is yourbusiness@gmail.com, it’s time to enhance your brand and get an email address with a real URL. Accomplishing this today is very simple. If you need help with how to do this, get ahold of us or reach out to your IT provider.

Paperwork:

If you’re using paper invoices and forms, the way these forms are laid out and how they look is part of your company’s image. Using boilerplate invoice forms that are not customized to you and your business can damage your brand’s image. The same thing goes for mobile software and forms. Put some time into making sure you have your mobile software branded and forms laid out in a professional way.

How Much Money Should a Plumbing, Heating, or Air Conditioning Business Plan to Spend on Image and Brand?

The amount of money allocated to the overall branding of your company should be about one-third of your total annual budget. This, of course, will depend on the current cycle of business you’re in.

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