How To Grow A Home Service Brand For Dummies

First, What Is A Brand?

The brand is what someone thinks about / feels whenever they see your logo or mascot.

Therefor your brand has an identity similar to how a regular person evokes different reactions in people based on how they’ve interacted with them.

If you continuously lie to people, then every time they see your face they’ll think “Liar!”

Now if you help people & are a trustworthy person then every time they see your face they’ll think of someone who could help.

Now relate that to a company, your brand face (Logo & Likeness) is what they know in association to how they feel about you.

That’s oftentimes why restaurants or banks close down as soon as something bad happens at their location since they don’t want their brand (Logo & Likeness) to be associated with that bad event.

Demystifying A Brand

Don’t see a brand as more complex than a person trying to become famous for the right reasons

Just see a brand as you, the company, trying to become well known amongst the people you want to be well known

Then you must curate an identity around this brand by posting content, appearing, & acting in congruency to the way you want to be percieved.

E.g. You want to be the most trusted window company in your state,

In this scenario you want to begin posting content on instagram, tiktok, facebook, youtube, x, etc. talking about windows, what homeowners should look out for, educating them about windows before they make that purchase.

Now the homeowners see your content and think “Wow this company really knows their stuff” so they have a higher likelihood to perceive your brand as trustworthy and more likely to look you up and request a quote.

What to avoid

See some home improvement companies also fall down the trap of only posting “Funny Content” since the metrics like views & likes matter more than real leads in the door,

And that’s fine if your boss just judges how effective your content is by how many likes & comments you’re getting and if that’s the only metric they care about,

Keep making people laugh.

The issue is that just making people laugh isn’t targeting parts of the sales funnel that actually drive leads.

Making someone laugh is temporary and they’ll like your company a bit more and find it funny but when it comes time for them to need your type of service, they want someone they can trust bottom line.

Matter of fact homeowners would pay $$$$$ more just to get it done right the first time.

Now don’t get me wrong you can post funny content but that should be maybe 20% of your content so you can at least drive views & likes so that they can be shown the educational videos next.

If you want to drive real leads, the other 80% of your content should be educating people on the project, what to avoid, tips & tricks, etc, etc.

Timelines

Now all of this sounds nice & dandy but there is something you’re missing here

Everything i’ve talked about above is easy, a little time consuming, but it’s not that hard for anyone to hit record & start posting like a madman but there’s an elephant in the room I need to address

Growing a brand takes a long time.

Sometimes a video may blow up overnight and you get a ton of followers & tons of inquiries but oftentimes,

You don’t.

It’s a slow grind for many years before you finally crawl your way to brand recognition but hey,

It pays off to be patient & disciplined especially when it comes to marketing your brand.