One of the biggest challenges you’ll face when you start your own asphalt business is creating a steady client base of repeat customers. Winning a couple of contracts might mean a good start for a new company, but how do you stay in the game and build a strong presence in the industry?
Wouldn’t you want your company to be the first – no, the only! – choice when property owners want their parking lots reopened for business? How about getting paid top dollar for your services, while getting repeat clients and new ones faster than your fiercest competitor? What makes a business more successful than others?
The secret is to build a powerful brand that makes customers immediately think of your company when they need sealcoating and other pavement services. This discussion between Judson Burdon, founder of Asphalt Kingdom, and Alex Lucic, owner of Black and Yellow Pavement (Canada), will give you a roadmap to creating a branding strategy that actually works.
Your brand is not just your logo. It is how you leave your mark in the minds of existing clients, while attracting new ones. A brand can be defined by two major traits:
1. Outside Appearance
This is what your customers initially see about your company. This is what attracts their attention, draws them in, and builds initial trust that can lead to loyalty.
Outside appearance refers to your company logo, your trucks and equipment, uniforms of your employees, your website’s design, brochures, business cards – everything that the customers can see and touch when they interact with you and your crew. After all, impressions do last, and you would want your customers’ to be positive.
When deciding on the “appearance” of your business, such as logo creation and choosing color schemes, think of how you want potential customers to react when they see them. Is your logo easy to interpret and remember? Does your choice of colors make them feel at ease during interactions? If you want the “face” of your company to have a positive effect on your customers, hiring the services of professional designers would be a good investment.
2. Company Culture
This refers to the inside workings of your company: how you interact with your employees, how they treat clients and potential customers both in the office and on job sites, how you make them feel when you work on projects, and what differentiates you from your competitors. A simple “thank you for hiring us,” “we appreciate the opportunity to work with you,” or something along those lines, can greatly increase a customer’s experience after a job is done. This tells the customer that your company is not only good at delivering excellent service, but also speaks volumes about what kind of employer you are to your crew.
To summarize the points discussed in the video, the keys to creating a strong brand are as follows: