As a roofer, you might think that branding should be left to the big names in the roofing industry. But the sad reality is, it doesn’t matter how small or big your roofing company is. If you are in business, you need to think about branding your roofing business critically.
Branding is just as crucial for small roofing business as it is for major roofing brands. Indeed many corporate brands try to appear like a small business to appeal to their target clients that opt to support independent businesses.
In the words of the Founder of Amazon, Jeff Bezos, “Your brand is what people say about you when you are not in the room.” Branding your roofing business allows clients and prospects to recognize your business while getting a feel of your values. More importantly, it differentiates you from your rivals. It is key to sustaining your roofing business and growing a loyal client base.
What Are the Major Steps of Building a Successful Roofing Brand?
Over 90% of small roofing business owners strongly believe that having a superior brand that sets them apart from rivals is crucial. More than 50% of roofing contractors say that branding is very helpful in attracting new business. What secrets do large roofing contractors hold? And how can small roofing business owners use them as inspiration?
Here are the four steps of building a successful roofing brand that every roofer should know:
Research Your Competitors and Your Target Market
Before you begin making any decision about branding your roofing business, it is very critical that you understand the prevailing market conditions such as your potential customers and competitors.
Here are some tips that will help you determine your rivals and potential clients:
- Google your roofing service or product category and analyze the indirect and direct rivals that show up.
- Look at the relevant social media pages or profiles that your potential clients normally follow and reprieve too.
It is crucial to handle this research phase before anything else because it will inform what your brand should concentrate on and set your business apart from the competition.
Define Your Roofing Brand Mission
State the values that you want to incorporate with your target audience base. Your mission and vision statements show the purpose of your business existence. It will help you brand your business across various channels. You need to present an original image of what your roofing business strives for.
Everything from your tagline to roofing logo design, your communication should portray your mission. Your roofing brands mission should strive to answer the following questions:
- Why you started the roofing business?
- What are your core objectives/goals?
- Who is your target potential client?
Create a Value Proposition for Your Roofing Brand
Always concentrate on what makes your roofing brand valuable and unique. Find out something that will set your business apart from other roofing contractors in the market.
Incorporate your value proposition in every roofing marketing collateral that you are putting across various platforms. It is one of the essential steps in creating a successful roofing brand.
Market Your Roofing Brand
Develop a solid roofing marketing strategy to market your roofing business. Apply your branding in every roofing business material, from marketing collaterals, the website to staff uniforms. Put your branding in as many places as possible.
Identify new channels like affiliates, web, and email to promote your roofing brand. Also, promote your roofing brand in unexpected locations such as staff t-shirts, office goodies, and social media pages.
Building a successful roofing brand is a continuous process, and following the steps outlined above will help your business stand out from the competition.
Here are the top 10 Strategies to Brand Your Roofing Business & Crush the Competition
Find Your Place in the Competitive Roofing Market
Before launching any roofing brand building activity, you must understand the property owners you will serve. This includes understanding what your competitors are offering in the same area. More than being a roofer who solves a specific problem that businesses or homeowners have, you need to know the demographics interested in your roofing services.
Your roofing website content should be focused on the buying behavior and motivations of your potential clients. In trying to unlock all these important client details, you will realize the competitive advantage you have over your rivals.
The exercise to identify your potential clients will benefit all aspects of your roofing brand building process. Get a clear picture of who your potential customers are C-suite executives, middle-class earners, affluent residents, or working parents. Build what is known as a “brand persona,” an identity that your clients can resonate with and understand.
Develop Your Unique Roofing Brand Voice and Identity
Once you have crafted your roofing brand persona, the next step in branding your roofing business is developing a voice and an identity unique to you.
At this stage, you should be able to respond to the questions listed below:
- What do you stand for as a roofer?
- What do you want your prospects to recognize you for?
You can kickstart the process by developing your unique selling points and positioning your brand as a roofing industry leader. Define clearly who you are, the roofing services you offer, the clients you serve, and how you will serve them. Another excellent exercise is developing a list of keywords you would like to be associated with your roofing brand. Adjectives that describe the kind of roofing contractor you are will resonate with your potential clients.
Your voice and personality should reflect your digital roofing marketing campaigns, taglines, logo design, and communications. Consider your roofing brand as a metaphor and personalize it to identify the traits you are synonymous with.
Have a Consistent and Strong Online Presence
So you have figured out your brand personas and the message you want to convey. But where and how do you do that? The buyer profiles you create will assist you in identifying where prospects spend their time online. The most effective way to interact with potential clients is on their terms.
According to a study by BigCommerce.com, 21% of online buyers are likely to buy a product that has been featured in a brand’s Facebook post. A strong presence on social media profiles matters.
Remember to portray a consistent brand image on all your social media handles, blogs, trade shows, marketing materials, roofing website, etc. Consistency matters since it results in familiarity.
Provide Exceptional Client Experiences
What do clients say about you? More often than not, when clients talk about your roofing brand, they usually base it on experiences they have obtained engaging with you.
If you want them to speak about your brand in the positive light, you must do what you can to offer them exceptional service. This is not limited to the duration of the roofing service. It goes above and beyond that. Providing consistent and post-sale client support and service are equally important.
Improve Roofing Brand Visibility and Awareness
All this time and effort you are devoting to building a brand for your roofing business will only yield desired fruits if you enhance your brand’s visibility online. And a great way to do this is through influencer marketing.
Influencers offer credible and unique voices to the roofing brand message you are trying to convey. In their social profiles, they are the voice of reason that many clients tend to listen to. Whether through reviews, testimonials, or giveaways, they have their unique way of convincing your prospects to engage with your roofing brand.
Get Visual with Branding Your Roofing Business
Once you have defined your prospects, unique selling points, what’s working in the roofing industry, now you need to start designing your brand. Here are a few tips to improve the feel and look of your roofing brand.
- A logo: Your roofing company logo is like the business. It is the very first thing that your clients will see when they encounter your brand. If you are starting a roofing business, a logo is the first thing you should design, as it will act as the starting point of all other visuals (like your business cards and other visuals).
- Business Cards: If you are in the roofing business, you need to have a business card, and the design should match your roofing logo and other marketing materials.
- A Roofing Website: Your roofing website is like your digital real estate investment. When prospects visit your website, the feel and look should be consistent with the other branded materials.
- A Roofing Brand Style Guide: Before you start designing, you must consider the details of your graphic design strategy, such as your fonts, color palette, and design dos and don’ts. A roofing brand style guide is an excellent way to organize your design so that you, your designer, and other team members working on your brand are on the same page.
Regardless of where a client sees your brand –whether by visiting a roofing website or seeing your logo, the feel, look, and design should be consistent across various platforms.
Integrate Your Roofing Brand in Everything You Do
This is a pro-tip when it comes to branding your roofing business. The process of building a brand is a continuous process. The idea of portraying a constant brand image online should translate to the real world as well.
Your roofing brand voice and image should be reflected and visible in whatever the clients interact with. If a client drives to your office, your roofing brand identity should be on display. Your interactions, as well as the environment, should reflect your brand’s image. Your logo design, roofing website, and slogan should reflect what your roofing business stands for.
Establish Yourself as an Authority by Using the Right Content
As a small roofing business owner, you might not have a huge marketing budget. But fortunately, you don’t have to spend millions of marketing dollars to get in front of the right customers. There is a simple and more affordable way of getting your roofing brand name out there – content marketing.
Roofing content marketing works on various levels. First, it allows you to show off your roofing industry expertise. By positioning yourself as an expert in your field, your prospects will trust you. When the time comes to select a roofer to work with, they choose your business.
Content marketing is also great since it helps you to strengthen your roofing business branding. By developing a strong voice for your brand, you can strengthen your relationship with clients and assist in driving your business.
The point here is, there are tons of details about your roofing company that clients need and want to know. And if you can offer value and answer their queries through your content, you will build trust with those clients and translate it into doing business together.
Look for Partnership Opportunities to Brand Your Roofing Business
Customers like to partner with roofing brands they can trust. But if you are a new roofer, establishing that trust can be a daunting and time-consuming task. Is there a great way to speed up the process of building trust with clients? Search for partnership opportunities with other roofing brands that your client has already worked with.
For instance, if you are introduced to a roofing brand by another business that you have already worked with, then they are likely to transfer that trust to you, and as a result, benefit your business as well.
Work with our Team to Brand Your Roofing Business.
A proper roofing brand building strategy can elevate your roofing company to the next level. Fortunately, you don’t need to break your bank account to brand your roofing business effectively. All you need to do is a partner with a visionary and creative roofing marketing agency like Blackstorm Roofing Marketing. If you need help branding your roofing company and differentiate your business from the competition, kindly schedule a free strategy session with our experts to brand your roofing business today!