Tips for Tradespeople on Building a Strong Brand

Are you in the trades business and looking to get more clients? If so, you’ve come to the right place! Below, the industry experts at MyJobQuote.co.uk explain the top tips for tradespeople on building a strong brand:

Know your client base

Until you know who your potential clients are, it’s difficult to build your brand. You need to know who you are targeting with your service and tailor your marketing accordingly. Potential clients could be private individuals, small businesses or large property management companies, depending on your trade, experience and ambition.

Think about where most of your work comes from at the moment. Are you happy with that, or do you want to expand or change direction? Your brand needs to appeal to your target audience as it demonstrates who you are and what your business represents and shows your values. So, make sure you know who you are aiming your service at and go from there.

Check out the competition

Look at your closest competitors and how they are marketing themselves. Is this something you could emulate, or should you try a different approach so that you stand out? Make a note of what type of marketing your most successful competitors are using and consider whether it would work for you.

If you’re competing within the same geographical area but your target audience is different, then there’s potentially room for you all, so concentrate on getting your own message across to your potential customers.

Your branding should be distinctive, immediately recognizable and associated with the business traits you want to portray. Consider hiring a graphic designer to come up with some original ideas that work well in print and online.

Be socially active

Online profiles are a must these days. While some tradespeople may shy away from social media, it’s the way many businesses get work, referrals and recommendations. A website is essential. If someone searches for your trade, they’re going to want to know what your business is about, who you are and whether you have favourable reviews.

Build a professional website, as this is an important part of your marketing and branding. Don't skimp on this area, and make sure it's kept up-to-date and user-friendly.

Social media accounts such as Instagram, Facebook and Twitter are also great for showcasing your work with photos and videos. Let people see how you operate, the finished product and any feedback from previous clients.

Be locally visible

When people want a plumber, electrician or carpenter, they’re more likely to look for someone local. Make sure your name comes up in an online search for your area. If tech is not your strong point, hire someone to optimize your local listings using keywords that are relevant to your location, services and target client base.

Consider leaving your business card in local builders/plumbers/decorators’ merchants, whichever is most relevant to your trade. Many people ask in these stores for recommendations for local tradespeople. Choose these stores carefully and make sure it’s a business you want your brand to be associated with.

Create networks

Joining local trade associations or networks and creating partnerships with suppliers is another important approach to building a strong brand. Often, tradespeople are asked if they can do work for a client's family member, friend or neighbour; if they're too busy, they will typically recommend someone that they know will do a good job. Make that person you. By networking, you will build a good reputation within your trade, and others are more likely to recommend you.

Partnering with local suppliers can give you more visibility and help you secure better deals on materials and services. 

Earn a good reputation

Word-of-mouth referrals are priceless, so make sure that your reputation is top-notch. The question "Do you know a reliable builder/plumber/electrician?" is very common for people searching for trades, so make sure that previous customers are recommending you.

Every job is an opportunity to create more work through recommendations, so always be punctual, polite, communicative, dependable and tidy. How well you do your job is central to your brand, but don't forget these important aspects of promoting yourself as a responsible, conscientious and professional tradesperson.

Consider specializing in a particular area of your trade and becoming the local 'go-to' person. This could involve installing new technology, high-end security systems, or sustainable construction. Do your research first and make sure there is a market for the niche you’re considering and what the competition is like.  

Designing your brand

Choosing the right name for your business is more important than you might think. You want a memorable name that inspires confidence, trust, and respect. Take your time choosing, as your business name represents who you are and the kind of services that you offer. Consider names that reflect your trade and your values, and avoid anything too long, complicated, or cryptic.

The colours and font of your brand are also important and likely to be what people instantly recognize. Stay away from anything that resembles another business's look, or you'll be fielding decorating queries when you're actually a plumber.

Remember that your vehicles are often the first physical impression that clients will have of your business, so choose carefully. A well-maintained, clean van with professional livery showcases your brand out on the road.

Follow-up research

Finally, once you’ve created your brand, you need to maintain it. Your reputation is only as good as your last job, so make sure you and any employees are positively promoting your business at all times. If you’re just starting out, it can take a while to establish yourself and build a successful enterprise.

Don’t forget to ask customers if they’re happy with the service and if there’s anything you could have done to improve it. Take on board all comments, both positive and negative, and implement any changes as necessary.

Your openness to observations and evaluations will be appreciated by most clients, and you will get some constructive feedback. This can help you to move your business forward and increase the presence of your brand. Building your business takes time, patience and commitment, but persevere, and you'll set yourself up for long-term success.