If you are not aware of your brand, you need to pay closer attention. Not having a grasp on your company’s brand means you are not doing all you can to strengthen your company’s customer advantage.
Customer advantage occurs when your customers recognize the value your company provides, are willing to pay you for it and consider you the best in your field. If your brand builds customer advantage, it can have tremendous value.
A good question to ask is: How am I different from my competitors? The marketing term for this is “differentiation.” Once you have identified how you want to differentiate your company, you need to exploit the differences throughout your business so everyone is aware of them.
Unfortunately, many roofing contractors believe the only way to compete is by price. These contractors often are not clearly differentiating their companies from others in the market. Unless you are the low-cost provider, you do not want to be competing against price.
However, if you position your company as the low-cost provider, the products and services you sell should reflect that market position. For example, your approach could be geared toward bulk purchasing, efficient installation and no-frills service. If your company is not set up this way and you try to compete with the low-cost provider, you likely will only waste time and money.
