Your Brand Is More Than Colors

Now, don’t get me wrong — branding isn’t just about colors and logos. That’s the easy part. The hard part is delivering on the promise your brand makes.

At Worley’s, our promise is simple: character, integrity, and doing the right thing. Those aren’t just words on a wall. They’re part of our 10 Commandments for employees. We frame them and hang them in our office. We tell every technician they have permission to do the right thing. Take care of the customer. Don’t install a totally free furnace, but if something’s wrong, fix it. No excuses.

Why? Because I can make the phone ring all day long, but if we suck when we show up, that customer is gone — and they’re telling 10 friends how bad we are. Do a great job, and maybe they’ll tell their mom. Do a bad job, and they tell the world.

Culture Drives Consistency

I am always asked how we keep our team aligned with our brand. The answers are Culture, Vision, and Mission. We tell our people: “Always do the right thing. Always deliver work you’d be proud to show your grandma. That’s the Worley Service standard.

And here’s the kicker: when you build that culture, your brand becomes real. It’s not just a logo. It’s a “Worley’s” experience.

Customers feel it. They trust it. And they come back.

That’s why we do tens of thousands of dollars per week cross selling our various service. A customer has a great experience with our electrical team, so they call us for HVAC. Then plumbing. Then crawl space encapsulation. Why? Because they want that great experience again.

Marketing Strategies That Work

So how do you build and manage a brand? Here are a few strategies that have worked for us:

1. Show Up Everywhere. I go to networking events, Chamber of Commerce meetings, lunch-and-learns. I shake hands. I kiss babies. I hand out business cards like candy. And when someone says, “I already have your card,” I say, “Do you have one at home and one at the office? No? Here you go.” You’ve got to be in front of people.
2. Leverage Social Media. Social media is huge. We post pictures of jobs, share customer testimonials, and highlight community involvement. Our customer appreciation branding party is a social media goldmine. We have 350 people posting our colors in their posts, which provides thousands of impressions, and yes, revenue goes up.
3. Use Technology. QR codes on business cards, trucks, ads make it easy for customers to leave reviews or book service. We track everything through our ServiceTitan customer management system by using over a hundred unique phone numbers. That way, we know what’s working and what’s not.
4. Build Relationships. This is the big one. People want to do business with people they like. If you’re not out there meeting folks, you’re missing the boat. When the president of the chamber gets asked, “Who should I call?” he’s not pulling up Google for the answer. He’s referring the guy he knows, the guy who shows up.

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