Going Beyond the Surface of Your Brand

Strategy, insights, random thoughts about building out your brand.


Being Different Is Better Than 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 a profitable business and you want to be known as the best at what you do, then you might be approaching the game all wrong if you try to position yourself as ‘better’. Sure being better is good if you play sports or video games, but business is something different altogether. We’re attracted to products or services that have an advantage over the other options available out there. We want to see how the products and services that are different or new to what we already have. That gives us a way to rank our…

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Does your company stand out on the shelf?

When you’re looking at your own brand, it can help to take a step back and look at it from another angle. When I run my brand workshops, I always ask my clients to imagine their company as an option on a supermarket shelf. If your company was a product, what grocery store would you be in? Are you more of a Walmart or a Whole Foods option? In which aisle would you be located? On what shelf would you be stacked? Would you be at eye-level? Knee level? Are you on the top shelf where only those in the know will be able to find you? What does your packaging look like? Is it cohesive and high quality, or is it plain, bland, and made from cheap materials? What alternative products stand next to you, above you and below you? What sort of person is walking up the aisle…

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How do you know if you have a marketing problem or a business problem? 1

How do you know if you have a marketing problem or a business problem?

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 company and raising some brand awareness is great. But what if it isn’t your marketing that’s stopping people from hiring you? I mean, how do you know if you have a business problem or a marketing problem? If you’re already investing in marketing but not seeing an improvement in sales figures, you might have a problem within the business. A business problem can’t be fixed with more marketing. If your message isn’t connecting with the intended audience, saying it louder isn’t going to help. Changing tactics or ramping up your marketing without reviewing the underlying…

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What is a communication strategy and do I need one?

Do you feel like your customers just don’t get you? You’re not alone. It comes down to that old cliché of miscommunication (duh, right?). Ok that might sound obvious, but hang in there & we’ll show you how to connect with your audience.

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need-a-new-website-bab (blog header)

My sources are telling me I need a new site

Why a new website won’t solve your problems Your competitors are doing really well right now. They’re beating you in sales, they have more customers and, oh yeah, their website is brand new. That must be the reason they’re getting so many customers through the doors, right? The new website. They must’ve spent thousands of dollars on it and it really makes them look professional. How do you compete with that? By getting a nice shiny new website too – of course! One that looks exactly like your competitors and you spend a fortune on it, so it must bring in some seriously big contracts, right? Wrong. Hey, I’m not saying a new website can’t get you more sales. I’m sure it will, for a little bit. The website is your digital headquarters and it is a crucial part of building a modern business. It’s pretty much a necessity, and…

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Why are prospects not understanding how awesome you are?

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 a problem every business has to deal with – not just in the commercial construction industry, but in every industry around the world. Communicating what you do and why it matters to prospects, in a way that matters to them, should be simple.  So why is it difficult to actually do? It seems so clear when we say it. We get it. We think everyone should get it, but often our message isn’t being heard the way we intend by our audience. We can blame it on miscommunication, or timing, or maybe even the marketing…

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avoid brand decay and becoming an accidental commodity

Has your company become an accidental commodity?

Brand decay, accidental commodity… what the hell are we even talking about?! Well, this week I wanted to chat about something that happens way too often to good companies that can end up becoming invisible and destroying their business. (ominous music plays) Brand decay. So, what is it? Brand decay is a de-evolution that happens when a company stops paying attention to its brand positioning/diffraction and focuses only on the features of their products and services. Over time, the essence of the brand (how we are different and why should you choose us) gets muddled and the company starts competing on price more and more. And then they become JUST ANOTHER VENDOR. Yes, those dreaded words that strike fear into the heart of even the longest established contractors. Ok, so – picture this: You’re busting your ass day in, day out – working hard to keep your customers happy. You’ve…

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overwhelm shutdown

Know when it’s time to tell a troublesome client goodbye

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, and others, not so much. It doesn’t make either of you bad. They will do great work with someone, just not you. And that is ok. Do you know what your ideal client looks like? Do you have that persona mapped out? Have you written down what your firm is for and against? What is acceptable and what is not? Have you identified your company’s core values? If not, it is really easy for ill-fitting clients to find their way into your corporate house to wreak havoc. One bad-fit client can damage your culture. A series of bad-fit clients can make your team feel unprotected – they have to manage the projects of disrespectful and…

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