Going Beyond the Surface of Your Brand

Strategy, insights, random thoughts on branding commercial building trades

man jumping over shark invested waters

Mind the Gap: Are You Losing Prospects Before You Even Know They Exist?

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 in the building trades with big-budget projects. People obviously want the job done right to a high standard, but they are also looking for the right ‘fit.’ Every potential client you’ve ever…

brand-management-strategy

How to Create a Brand Management Strategy

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…

red velvet rope

How to Maintain Your Company’s Standards During COVID-19

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…

request for a proposal RFPs ruin your business

RFPs Can Ruin Your Business Without You Even Realizing It

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…

how to create a customer persona

How to Create a Customer Persona in 5 Steps

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…

overwhelm shutdown

How to Set Boundaries with Troublesome Clients or Say Goodbye

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,…

slippery slope ahead

The Hidden Danger of Relying on Repeat and Referral Business

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…

being-different-is-better

Being Meaningfully Different Is Better Than Just Being ‘Better’

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…