60% of Customers Choose Brands They Trust – Be That Brand
Right now, it’s a good time to check on how your brand is doing. It’s the start of a new year and you can reflect on what’s worked and what hasn’t. Branding plays a significant role in the success of any size of business, when it’s done well. Whether you’re a plasterer, carpenter, tiler or any other small trade business, making sure you have a strong brand helps you stand out from your competition.
With the following pointers and cost-effective measures, you can begin to create a brand that will give your trade business the edge.
1.Understand the importance of branding for your trade business
Branding isn’t just about having a slick logo or catchy tagline. It’s much, much more. In fact, it communicates a lot about your business; how your customers see it; how they interact with it; what experience they have with you.
Your brand name plays a huge role in the success of your business. Surprisingly, 77% of customers make their choice based on just that alone. What’s more, 50% of customers go with brands they recognise and 46% of customers will pay more for a brand they can trust.
2. Smart ways to get your brand started
There are numerous cost-effective ways to get your brand off the ground. Graphic design platforms like Canva, or freelance services like Fiverr and Upwork, can offer you quality logos without the crippling price tag. When it comes to websites, template platforms like Squarespace, Wix, Framer or WordPress can help you build a user-friendly site at a fraction of the cost.
3. Craft a distinct and consistent brand identity
Consistency is key to ensuring a strong brand identity. Having your logo, colours and design consistent across all your marketing materials helps people to recognise you, creates positive brand association and ultimately fosters loyal customers.
Think about your colour palette. Keep it simple and strong with maybe one or two colours. Also consider the legibility of font you use and how clear it will be across various communication channels.
4. Create a compelling brand message
Your brand message is key when you’re communicating to customers about what makes your services unique. It might be that you’re the only local business that offers free next-day delivery or you offer an extended guarantee on your work. Think about the things that differentiate your service from other similar businesses in the area.
Start by building a tagline that works hard for your business. A tagline is a short, punchy sentence that quickly and memorably communicates what your business is about; often part of your business logo or graphics. A strong tagline boosts brand recognition, sets you apart from competitors, and clearly communicates your mission or value. Keep it clear, concise, and free of overused buzzwords for maximum impact.
All your marketing should have a Call to Action (CTA) that encourages them to contact you, like ‘Call us now for a free quote.’
5. Build trust through quality work and service.
Reputation is king in the trade industry, and an important part of your brand.
Happy customers not only come back for more, they also recommend you to others. Good reviews drive word-of-mouth, which helps your business grow.
With 93% of consumers reporting that online reviews influence their purchasing decisions, businesses can harness the power of testimonials across digital platforms. By showcasing social proof through positive feedback, companies build trust and credibility, influencing potential customers to choose your services, while also reinforcing a strong, reliable brand image.
6. Establish your digital presence
It’s the digital era. Having a professional online presence is essential. Your website or your social pages are the go-to for your customers before they even think about asking for a quote.
Make sure you have a user-friendly website that’s simple-to-navigate and mobile-friendly, and that it spells out your services clearly and makes it easy to get in touch.
Interestingly, 85% of small businesses in Australia display their service offerings on their site, yet only 13% provide testimonials. This is a missed opportunity to further build trust, and it’s completely free.
You can learn more about mastering your online reputation here; https://www.hino.com.au/blog/master-your-online-reputation/
7. Invest in branded marketing materials
Think about what physical marketing materials you can create that a potential new client might see. Business cards, brochures, flyers, even your uniforms, can be consistently branded. They all add to your credibility and differentiate you from other businesses.
You can easily and affordably create these materials using tools like Canva, and then print them through services like Vistaprint.
Think about vehicle branding too. You’ll have a mobile billboard for your business wherever you go. It’s also cost effective, tax deductible, lasts you at least 3 to 5 years, and literally gets thousands of views every single day.
8. Engage with your local community
Think about sponsoring the local footy team and getting your logo on their jerseys. Look at getting involved with local charities and events, or think about hosting free workshops where you can give tips and advice for potential new customers.
Partner up with a business that works hand-in-hand with yours, like a Tiler with a Tile Shop. It will help to boost your profile.
9. Track your branding success
You can track your branding results with measurable data, like website traffic, social media engagement and customer feedback.
Tools like Google Analytics can show you how many website visits you’re getting, while insights from your social media platforms will also identify your customer demographics and help determine what content is working.
Survey platforms like SurveyMonkey, Google Forms or Jotform mean you can ask your customers all types of questions to see how your business is performing - what’s working, what’s not, and how you can improve. You might ask, “How did you find out about our business?” or “Is there anything you think we could do better?”.
As a small trade business, having a strong brand is vital in today’s saturated marketplace where competition is high. Top to bottom, your brand is a true reflection of your business - the way you operate, the way you look and how you communicate.
Get it right and watch your business grow.