Insights on Branding & Marketing
in the Commercial Building Trades
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The terms brand, branding, and rebranding are thrown around a lot these days and the concepts can be a bit overwhelming and confusing. If you are feeling this, you’re not alone! Learn what is a rebrand and what you need to know before attempting a rebrand There is a lot of jargon out there that…
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If we compared the messages on your website to your ad campaigns, brochures, and social posts – and what your sales team is saying in the field – would it be cohesive? Is there brand alignment, or is it all disjointed? If your brand is outdated, confusing, or a jumbled hot mess… keep reading. The…
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Rebranding done for the wrong reason can be an expensive nightmare, a cosmetic exercise that’s equivalent to putting a Band-Aid on your knee when you have a broken leg. Rebranding is adapting and evolving. Every company will eventually rebrand, sooner or later, and sometimes multiple times over the company’s lifetime. Rebranding is a healthy realignment…
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Referral leads are the easiest to close because they come preloaded with trust from the referrer. We all love referral business and want more. However, there are a few hidden dangers when it comes to relying solely on referrals to carry your business long-term. Not knowing, or not being aware of these dangers, can impact…
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When somebody’s looking to hire a new vendor in the B2B world, they’re not going to pick the first one they see, especially when the project is critical or has a significant budget. People obviously want the job done right to a high standard, but they are also looking for the right ‘fit.’ Every potential…
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Your accounting department just paid a $289 “domain renewal” bill. Plot twist: it wasn’t actually for your domain renewal. If this scenario sounds familiar, you’re not alone. Fake domain registration bills are flooding businesses everywhere because scammers know that most companies don’t understand the technical side of how domains and websites work. These fraudulent invoices…
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How to Talk to Clients in Language They Actually Care About We’ve all been there. Sitting in a meeting, zoning out as someone drones on with corporate gibberish that means absolutely nothing to you. “We’re leveraging synergistic opportunities to optimize cross-functional alignment and maximize stakeholder value…” Blah, blah, blah. If your brand messaging is filled…
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You have insurance for the hard assets, but what about your soft assets? Your employees, your loyal client base, your culture, your family, and most importantly your personal give-a-damn? Protect your assets you will. You may be asking: But how can investing in my brand protect all of these people? Before we get to that,…
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I was having a coffee date with a girlfriend who works for one of the biggest general contracting companies in the city and she came out with this show-stopper: “I think our CEO will have a hard time seeing the value of branding – they see marketing as a cost center, not a driver of…
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If you’re the best at what you do, then you’re guaranteed to pull ahead of the game and win every time. You’re on top, because nobody does your job better than you and because you’re better, everybody will want to buy your product or hire your crew. Right? Not exactly. If you want to build…
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Do you feel like your prospects just don’t get you? Do they not see the value your company provides, no matter how many times you say it? If they did, they would be beating down your door to hire you – but they aren’t. Is your message wrong? Don’t worry. You’re not alone. This is…
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You know your company does amazing work. So why aren’t you dominating your market with amazing sales figures? You have great referrals and repeat customers but new prospects aren’t knocking on your door. But are you stuck in the low bid nightmare of RFPs? Do you struggle to attract new employees? But, deep down you know…
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Figuring out your brand can be daunting. It can be scary to look at your business – and I mean REALLY look at it. If you’re not sure if you’re heading down the right road, some universal branding truths will help steer you in the right direction. Don’t worry, Branding & Beyond’s got you! Branding…
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Has business gone quiet? Leads gone cold? Are you sick of seeing prospects hire your competitors instead of you? Time to start pumping money into a marketing campaign, right? It’ll attract more people to your business, and they’ll hire you no problem! Well, maybe. If people don’t know your company exists, then yes, promoting your…
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Is your website undermining your sales team? A solid sales and marketing strategy should include these three major things that lead clients or prospects to enter your smoothly paved path to a sale. Increasing account penetration with existing clients Having a reliable referral engine Acquiring the attention of new prospects You can find article after…
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Your brand might have started strong, but even the mightiest brands can get weak over time. If you’re a bodybuilder and you get buff beyond belief, you have to pump iron in the gym daily and consume ridiculous calories. If you stop putting the time and effort into nurturing those biceps, they’ll eventually disappear, and…
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I know you’ve seen them—those neon-colored ads for $500 websites. A whole website for $500. An absolute BARGAIN, right? The saying ‘If it sounds too good to be true, it is!’ has been around for centuries for a good reason. It’s freaking true! As a business owner, it’s essential to understand what to expect from…
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Your brand’s success relies heavily on whether you have a successful (and proactive!) brand management strategy in place. When I say brand strategy, I mean the rules and guidelines on how, what, where, when, andto whom you should communicate your brand message. And it is based on your business DNA – what you do, who…
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Having a brand mindset is a key business strategy available to everyone regardless of business size. Branding isn’t about having a pretty website and a fancy business card. And it isn’t your logo. (If you’re new here, we’ve covered this before, check out this Branding 101) Branding isn’t a set it and forget it kind of…
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‘Can you do it cheaper?’ ‘The guy down the road is selling the same thing for $15 less…’ Sound familiar? Frustrating as hell, right? You do kick-ass work. You shouldn’t have to justify an extra couple of bucks per hour. So how do you stop people from asking? Convey your worth before they even contact…
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You’re probably sick of reading all-things-COVID-19. I get it. It’s been months of non-stop news updates and social media shares. But, it’s still affecting business. It’s affecting clients, income, profits, and let’s be honest, our steam is running low from the constant pain-in-the-ass that is the coronavirus. For many, many businesses, they’re hurting right now. Business owners…
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During a recent Brand Intensive Workshop with an established flooring installation company, we uncovered a serious problem with their sales team – that I’ve seen in a worrying amount of other companies before and since. The problem? They were wasting all their selling hours filling in endless RFPs. Hold up, RFPs are the lifeblood of…
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You’ve put hours, weeks, months, even years of hard work into carefully creating your brand – growing your company into a successful business with a devoted base of loyal customers. It’s taken dedication. Determination. Probably plenty of dollars too. You try to embrace new marketing techniques, tactics, and platforms to attract new clients and keep…
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Branding and marketing aren’t just about sexy content and viral posts. At the heart of both is the need to connect with the people you’re meant to serve. We’ve already covered how important it is to niche down (those people you’re meant to serve? Yeah, they’re not everyone with a pulse and a checkbook.) A…
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What if I told you there’s a super-effective sales weapon that already exists in your company – and once you use it right, it will make everything easier in your business? Sound like click-bait? Too good to be true? It’s not. Seriously, you have a super-secret sexy sales weapon just waiting to be uncovered in…
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There is a fine line between increasing your social media presence and being a social media spammer. It’s only natural you want to promote your company on social media – that’s what everyone always says to do, right? “Update your social media profiles with new posts at least once a day and watch the leads…
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LinkedIn isn’t just for job seekers and head hunters. Think LinkedIn is just another job board? Hold onto your hat, boy, because have I got news for you. LinkedIn is the world’s largest and most active professional networking platform. In the U.S., there are 169 million LinkedIn users – that’s half the entire population. 40%…
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Establishing boundaries and learning how to fire a client gracefully are healthy skills to attain and vital to your brand. Every opportunity comes with a cost. Some opportunities cost too damned much by taking an unacceptable toll on your staff morale and your profit margin. Some people in this world you are meant to serve,…
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Let’s be blunt. Your firm needs a makeover before the big anniversary year that’s coming up. Your company does great work, but the last time you had a brand refresh, flip phones were still a thing. You’ve been busy building your company, and as you contemplate the upcoming anniversary, you can see that the brand…
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If you’re reading this, I’m going to assume you already know what a Google My Business (GMB) profile is – if you’re not sure, check out this intro to Google My Business profiles. Ok, now we’re all on the same page – let’s get into it. So, you already know how important GMB is for…
Branding
What Is a Rebrand?
Branding
What Is Brand Alignment & Do I Need an Aligned Brand?
Branding
Can Rebranding Save a Business?
Strategy
The Hidden Danger of Relying on Repeat and Referral Business
Strategy
Mind the Gap: Are You Losing Prospects Before You Even Know They Exist?
Branding
Has Your Company Become an Accidental Commodity?
Website
Common Website Mistakes That Tell Prospects You Don’t Care
Website
The 7 Reasons Why People Leave Your Website
Marketing
Stop Throwing Good Money Away on Random Acts of Marketing
Website
Devastating SEO Issues That Cause Your Website to Be Invisible to Google
Website
My Sources Are Telling Me I Need a New Website
Marketing
What Is a Communication Strategy & Do I Need One?
Branding
How to Create a Brand Strategy so Your Company Stands Out on the Shelf?
Branding
Which Is More Important, Marketing or Branding?
Marketing
Are You Asking for the Help That You Really Need?
Branding
The Power of Personal Branding
Branding
Is It Time to Level Up Your Business?
Marketing
How to Get More Referrals
Marketing
Five Ways to Drive Traffic to Your Website Without Paying for Ads
Website
Is Your Website a Bit Lazy and Laying Down on the Job?
