The importance of commercial air conditioning is no secret. However, how does one differentiate themselves among the many other commercial HVAC companies? The answer, BRANDING. When you have a quality product and service, it may seem like that would be all you need. However, those great qualities can’t do all the heavy lifting on their own. Besides, what better way to show off the attributes of your HVAC business than to have it plain in your logo, messaging, graphics, website, business cards, brochures, and advertisements?
Define A Target Audience
Many businesses make the mistake of believing they will be the most successful by advertising to everyone. Unfortunately, this strategy ultimately results in wasted time, money, and resources. To make the most of your advertising budget, outline specifically who you are attempting to market to whether it be by industry, geographic location, or even business size.
Defining your target audience can make all the difference when it comes to your brand’s messaging. For example, if your HVAC company specializes in repairing large department store’s freezers and large HVAC systems, the content on your marketing material will reflect what department stores want to hear. Which may differ from the needs of a restaurant or small office building. In short, identifying who your target demographic is, will narrow where you can maximize your sales efforts as well as give you a direction for your brand’s promise, personality, and identity.
Establish A Brand Personality
A brand personality is a set of human characteristics and traits that help establish a feeling or stimulate emotions that consumers associate with a company. These key terms are helpful when it comes to constructing your brand promise, taglines, messaging, and even your visual identity. Another example of honesty always being key, the most effective brand personalities are authentic to that company. Listed below are some attributes to help you begin outlining your HVAC business’s brand personality.
Develop A Brand Promise
Your brand promise is comparable to your mission or vision statement. The difference? The purpose of your brand promise is to describe what your customers can expect to experience every time they engage with your company. As a company continues to deliver on its brand promise, the more a customer will develop an emotional connection with your brand, resulting in brand loyalty. This will differentiate your heating and air conditioning company from your competitors. An established brand promise is not only for current or potential customers though, but it also assists the business itself and employees in staying consistent and true to who they are when it comes to providing quality service to customers.
Create A Visual Identity
Your visual identity creatively ties all the above pieces together with color, shapes, and fonts. A powerful visual identity doesn’t simply mean a nice logo, it means your logo mirrors the characteristics of your brand personality without using any words. Basic visual elements can trigger certain emotions. For example, curved shapes or lines can imply a sense of unity, softness, or wholeness. Whereas, a straight shape or line could suggest strong or masculine feelings. Similarly, color is also a powerful tool to communicate your brand personality. The color blue, for example, can guide a viewer’s perception that the brand they are looking at is responsible and trustworthy. When the multiple elements are combined, they can represent an array of meanings. The important thing is to stick to your brand personality.
Before finalizing your new brand, review all materials and ensure that there is consistency across the assets. The messaging should read as if it is all coming from the same voice and visual elements should be comparable in design. Once you have established the bones for a quality commercial HVAC brand, now it is time to put everything into action! Ensure all of your marketing assets, from website to advertisements, reflect your brand efficiently.
Our best advice is to find a marketing company that specializes in branding, so that all the above will match and flow together to create the feeling you want your potential customers to have. This will help you to stand out among your competitors.