Know-How Exchange : Branding

Results "brand", not "wants". It's only through the delivery of the quality, the friendly service, and the workman ship that you'll acquire the reputation you're looking for, and this takes time.

Gary is right. A brand is a promise that you'll deliver a benefit. When you consistently deliver on your promise your brand becomes stronger. The volume and/or creativity with which you communicate the promise don't build the brand. They set expectations which then become the basis for evaluating whether you've kept your promise (or not).

Whilst the other's advice is useful, it doesn't do much for you in the situation you find yourself.

I want you to imagine yourself talking to a customer. You are telling them how you go about your business, the preparations you make for their particular circumstance and stating the outlines of how you work. You add that any remedials will take place a month after everything has been completed to allow for any shrinkages or settlements. Not all of this is under your control of course - some things may need remedying by other tradesmen.

All of which does two things - it puts you in control, which the best clients of a craftsman like. They like having someone who comes in, does their work sensibly and well. Their appreciation is spoken as much as it is paid. The checkbook will be ready on the table before you have come into the room - if my experience is anything to go by. The only discussion of your invoice is to make sure the sum on the check is correct.

In short, your branding is to take control. After all, you are the expert, not them and it is entirely proper that you should be in charge. If at any moment they want to assert control, you know that they are a bad client. That is absolute. IF they are a bad client they will demand freebies and cuts in your fees. Either way, it gets expensive and wastes time.

So use your professional knowledge to soothe your clients into the position of letting you get on with your job without interference. Everybody will be happier.