5 Ways Skilled Trades Businesses Should Target Their Dream Customer

"The question for every skilled trades business is simple: are you selling beer or champagne? Both have value, both have customers, and both can succeed-but the way you present your brand determines who hires you. For owner-operators and small-business CEOs in HVAC, plumbing, and electrical contracting, branding isn't optional. It's the frontline strategy that decides whether you win the customers who actually fit your business model."

"Consider HVAC. A contractor marketing itself as the "Mercedes-Benz of climate systems" cannot look like a discount repair shop. Confused customers walk away. Harvard Business Review research shows that companies with clearly differentiated brand positioning outperform competitors in customer loyalty by 20%. That clarity starts with deciding: are you selling everyday value or premium precision?"

"Match Brand Strategy To Customer Expectations A strong brand strategy is more than a logo-it's the DNA of your company. In a recent Forbes article, 19 Key Data Points were identified to help boost marketing efforts infusing tips for using a social media marketing strategy for businesses to find their base. Branding firm Crowdspring notes Five Branding Mistakes That Will Cripple Your Small Business. These mistakes not only misalign branding, waste money and even worse, damages credibility"

Skilled trades businesses must decide a clear market position: accessible, community-focused affordability ('beer') or luxury, exclusive premium service ('champagne'). Brand presentation drives customer acquisition and determines which customers fit the business model. Reputation and trust are central in service industries, with 55% of small business owners naming brand presentation as the top factor in acquiring customers. Distinct brand positioning increases customer loyalty by about 20%. Brand strategy must align messaging, visual identity, and marketing spend to meet customer expectations and avoid common branding mistakes that waste money and damage credibility.

Read at Forbes