In marketing terms, your image is associated with your “brand.” Your brand is the set of qualities – values, purpose, mission, character, etc. – that define who you are as a company. This brand holds meaning on multiple levels – emotional, rational, functional, experiential. Your image is improved or disproved in every interaction, as well as every media choice you make:
- Website – A clean design with clear navigation and compelling copy says that you’re professional and competent. Promoting benefits and risk reducers gives a reason to call. Also, a system of “response” including auto-responder emails to inquiries and follow-up contacts says that you’re, well, “responsive” and reliable.
- Online Search Presence – Nearly 70% of contractor purchasers begin online, so if you don’t have a local listing presence or a content-rich website, you are losing money and customers daily. Also, just in case you didn’t know, having a business Facebook page that’s constantly updated (we recommend 3-4 times a week) can help out your website’s SEO.
- Video Marketing – It’s a hierarchy of image: Video ranked higher in image than audio, audio ranked higher than text with images, which is higher ranked than text alone.
- Image Ad Campaigns – A low quality ad campaign (done to “save money”) generally costs you the investment to make it, plus the media, plus the low image points and correspondingly low results. Even an average campaign can have some merit and profitability; but excellence establishes a higher image that builds the basis for your pricing structure.
Remember, let image sell for you: Image is not one thing you do, but everything you do. As you take steps in every area – print, online, signage and personal contact – your overall brand becomes associated with the type of quality that earns
higher prices without having to sell higher prices.