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Writer's pictureMike

Step 2. Brand Strategy aka Introspection

How researching what Brand Strategy is, upended my week


Turns out we already had a strategy too! Albeit far less defined and refined than our brand identity. This is effectively how we want to be viewed by our potential clients. What are our core beliefs? Why are they important? How do we articulate them? and how our actions reflect our beliefs to our clients?


The buzzwords are easy to come up with:

  • Quality

  • Honest

  • Fair

  • Experienced

  • Focused


I think every contractor would say the same things. The hard part comes next... how do we position ourselves to be different.



The What, The Why, and The How


In this marketing meeting with Heather, she put it to me this way:


Brand Strategy is the what, the why, and the how.


What are our beliefs, why are they important, and how are they achieved through the actions of our company.


This set off a wave of introspection to determine what is important to us as a company and brand, but more importantly why and how are we manifesting these principles in our actions. Would our clients believe our principles based on our actions?


The sobering truth to this is, at this point, we can only really hope so. We have not put enough thought and effort into what makes us unique, or a compelling choice to hire as a renovation contractor. We have relied on former clients and professional relationships to continue to drive business our way, without taking the time to think about the what, why and how of it all.


We will endeavour to tackle our core principles in future posts, in the hopes that it may inform potential clients, and provide a clear expectation of what one can expect when working with us. A longer form format, for those interested in learning more than what we can quickly say in an introductory meeting.


And now begins the real work.


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