How Branding Can Take Your Business to the Next Level

Dan Antonelli, CEO of New Jersey-based advertising agency KickCharge Creative, said there’s a common battle being waged in business regardless of the industry — the battle for people’s attention.

And what helps a company win that battle? Superior branding.

Antonelli gave attendees at April’s ServiceTitan Pantheon event plenty of advice on how great branding can help them reduce marketing spend and stand out from a crowd.

What’s key to making your company stand out is having a disruptive brand, Antonelli said — something that sticks in people’s minds even before they need the services you provide.

He added that for any company, the ultimate goal is having people search for them by name rather than Googling for a service provider in the area.

WHAT’S IN A NAME? But what makes a good brand? Antonelli said there are a few things to keep in mind. First and foremost, the name.

“Names that conjure an image are inherently easier to remember,” he said. Antonelli added that businesses that use someone’s last name or initials are the hardest to brand.

“The weaker the name, the more you’ll have to spend,” Antonelli said.

With the right name and brand in place, he boldly claimed that companies shouldn’t be spending more than $10 on advertising.

“Anything more and that’s just a tax businesses pay for being unremarkable,” he said.

Going hand-in-hand with a good name is a good logo, Antonelli said. He explained that branding is like a wheel and the logo is its hub.

“If not done correctly, the wheel won’t turn,” he said.

Antonelli added that everything, including social media, web design, uniforms, print materials and more, will branch off from the logo.

WHEN TO REBRAND. Branding isn’t just important for new companies. Well-established ones looking to reinvigorate their businesses should investigate a re-brand, something Antonelli said can be a catalyst for success. Though, he noted, the longer a company waits to rebrand the more challenging it may be.

“Don’t wait too long to do it right,” he said. “The longer you wait, the more expensive it’ll be.”

Antonelli said there are three main reasons why it might be time to rebrand. The first is when the brand no longer represents you as a business. The next is when your brand blends in with the rest of the competition. Finally, when recruiting is a struggle, it might be time.

“A good brand puts customers at ease,” Antonelli said. “They’re trusting you to do the right thing.”

HOW TO REBRAND RIGHT. Antonelli had some additional advice when it came to rebranding — especially when redesigning a company’s vehicle fleet. He said the best thing companies can do is skip a bland service-forward brand, because that’s not advertising you, but advertising the service industry in general — including all your competitors.

“Look like a company people are willing to pay more for,” Antonelli said. He suggests using a unique color palette, too.

Another common mistake he notices on service vehicles is when the name isn’t prominent enough. “If your phone number is bigger than your name, you’re doing it wrong,” he said.

When it comes to the vehicle, the company website or any marketing materials, Antonelli said having a clear, branded voice is essential.

“Speak with a voice that’s unique to you and not completely generic,” he said. Antonelli suggested companies look at their website and ask themselves that if they took their name out, could the site be talking about their competition or any other service provider? If so, a more branded voice is needed.

“Remember,” he said, “the weaker the brand, the more money it costs to market it.”

The author is assistant editor of PCT’s sister publication Lawn & Landscape.