To brand, or not to brand? That is the question. OK, Shakespeare never wrote those words. Industry colleague and friend Matt Michel did 15 years ago in another trade magazine I used to work for.
I was reminded of the famous line from Hamlet the other day when my eldest son was talking about going to see a modernized rock-music version of the play this summer.
And though Shakespeare’s slings and arrows have nothing to do with HVAC, Hamlet’s famous “To Be or Not To Be” line reminded me of Matt’s article on branding and brand identity.
I have always supported the idea that HVAC contractors are the brand that face customers. They should promote what makes them unique over promoting whose equipment they carry.
For those High-Performance HVAC professionals who read this magazine, your entire approach to testing and measuring sets you f apart. It is part of your brand identity.
After all, without testing, without measuring, without data from those tests and measurements, competitors cannot truly provide customers with the comfort and efficiencies promised.
Whether you believe it or not, high performance is a strong brand. The question is how you share it with your community.
Here is a thought: Branding is not peripheral to your business. It’s the essence that defines a company’s relationship with customers. By investing time and effort to create a strong brand identity, you position yourself for long-term success. Embracing the power of branding is not just an option; it’s an imperative step towards building a thriving HVAC business.
Over the years I’ve spoken to a lot of contractors about branding and even today a lot of them aren’t sure the juice is worth the squeeze, as friend and colleague John Garofalo used to say. He also said your brand is the guiding light that shapes every aspect of your business.
Branding Takes Work
Matt Michel wrote, “Contractors who brand on their own must also develop marketing on their own. Manufacturers won’t help promote brands they don’t own or license.”
In this month’s article on re-branding by Ronald Amaya of Cool Techies (Punbar) in Houston, he talks about how they decided to change their brand identity and their name to attract more customers and to become even more recognizable than they were previously.
The new brand targeted their high-performance approach to HVAC and simplified it so consumers could understand what it all means and how it benefits them.
Was it easy? Was it worth the squeeze? Read Ronald Amaya’s article on here issue to find out.
Furthermore, Contractor Mike Greany provides insights on how servant leadership is a big part of his brand, especially after recently starting his own High-Performance HVAC contracting firm.
What is servant leadership and why can that separate you from others in your marketplace? Read Mike’s article and learn more.
Branding your company first makes a lot of sense. Manufacturers provide components. You, the contractor, use your own creativity and expertise to uniquely design and install complete comfort systems. Why not promote THAT brand over anyone else’s?
To brand or not to brand isn’t really the question. Why not work your brand, expertise, and your system approach to better the lives of your customers, employees, and your company?
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