Branding

I see a lot of painting contractors try to be all things to all people. They try to do high-quality work with low prices, do roof repair, landscaping, and more. They present a very confusing message to the consuming public. The problem is that they have no brand-- no image of their company that is consistent. It's a mish-mash of contradictory claims.

For most small painting contractors, developing a brand can seem like too much work for too little benefit. But no matter how large or small a company, developing a brand is a key part of effective marketing.

Michael Phelps will likely be facing some important branding decisions in the near future. His stunning and heroic achievements at the Olympics are sure to provide an overwhelming number of promotional opportunities. While he will undoubtedly make a lot of money no matter what he decides, his choices could have a huge impact on his long-term marketability.

Brand expert Laura Reis hopes that Phelps exercises extreme caution:

Phelps and his agent need to resist the temptation to cash in quick on his fame.
Too many endorsements for too many products will undermine his most valuable
asset his honesty. Phelps promoting Rayovac batteries, for example, would be
just as horrible for him as it was for Michael Jordan.

In other words, if he tries to promote too many products his credibility will be undermined. He might make a mint in the short-term, but his long-term endorsements will likely be less than if he takes a careful approach. If he tries to be all things to all products, he will send a very confusing message. His brand-- Michael Phelps-- will be a mish-mash of contradictions.

A painting contractor should clearly identify his target market. His image and his message should be directed at that market, and no other. A consistent message will result.