Branding your business: the standout qualities your customers will expect

Competing against big well known businesses is never easy. Their extensive customer base and unlimited marketing budgets make them nigh on impossible to compete with, however, it’s important to find ways to differentiate. This is where the branding of your business comes in.

Your brand is defined by the overall perception of your business from customers. To build a successful brand, you must be consistent in both communication and experience across all areas. Such areas include print and signage, digital marketing, content marketing, sales and customer service, as well as the environment of your business (should you own a storefront or office).

While branding your business, it’s also important to consider the standout qualities your customers will have come to expect in an age that prides itself on instantaneousness and convenience. Such qualities extend to:

Punctuality

When branding your business, ensure that you become well known for your efficient timekeeping. Respond to queries quickly and politely – this will help to secure custom. And even if you are unable to complete the job, still reply and offer an alternative date, or recommend another reliable tradesperson.

Show up to jobs at the time you provide and always aim to complete the job within the given timeframe. If you are running late, contact the client, apologise, and give them a new arrival time.

Explain everything clearly

Talk the client through the work that needs doing, be thorough with your explanations, and avoid any jargon that only those wihin the trade are likely to understand. Tell the client the parts and the materials you plan to use, and explain this when providing a quote to ensure this is as practical to understand as possible. This quote should include not only the cost, but also how long the project should take. Your client will expect to be kept in the loop, so if it looks like the job may go over budget, or take longer than anticipated, inform them right away.

Stay organised

Organisation isn’t just limited to price quotes and timeframes, but should also apply to the way you present yourself in a client’s home. Keep your workspace clean and tidy away tools while you’re not using them. If you do leave a tool lying around and said tool causes injury or damage to the client or their property, this could spell danger. However, you will be expected have comprehensive public liability insurance. This cover will help to protect you in such an instance, and can put both your mind, and your client’s mind at ease. For some business owners, insurance is often considered too time consuming while trying to maintain normal operations and so it is left on the back burner.

Once you have finished a job, ask the client to confirm they are happy with the way you have you cleaned up.

Don’t ignore disputes

If a client is unhappy about a situation, they will hold you accountable for resolving the situation. Here, remain calm and aim to rectify the problem as soon as possible; it may be worth offering to carry out additional work. Providing a discount is also a good way of smoothing over the situation, and one resolve that clients often expect. If you fail to come to a resolution, that public liability insurance policy we discussed will come in handy!