How To Get The Right Image or Brand For Your Lawn Mowing and Gardening Business?
I guess the first question we need to ask ourselves is how important is Branding to us, and indeed, what is Branding?
Broadly, a brand can be identified by the name(s), descriptive term(s), sign(s), symbol(s) or design(s), or a combination of these things that help to identify (and differentiate) the products and services of one business over another.
So your Brand comprises a mix of both Intangibles (ie. emotional connectivity with customers and prospects via your Unique Selling Proposition, telephone scripts and manner, service fulfillment) and Tangibles (ie. business name logo and design displayed on letterheads, business cards, vehicle signage, websites, flyers, calling cards, invoices, quote forms, product, etc).
So after all that You and I can agree that Branding is important to our businesses.
In terms of the Right Image for your business, this requires some creativity that You may not be able to come up with.
Briefly, the Image you want to create should be left in the hands of a graphic artist or designer. The Business Name, Logo and Design (Colours) needs to help communicate the Intangible and Tangible elements I talked about earlier.
The logo for Lawn Green was designed by a Signwriter friend of mine, Bruce Kent (of Bruce Kent Signs, Cherrybrook, NSW, Sydney, Australia – telephone at +61 2 9484 5177). Why did I ask him to design the Logo? Good question! You see, I knew Bruce was from the old school of Graphic Design, and that his free hand artistic ability would produce a great selection of 3 really good Logos to choose from.
Branding is not about getting your target market to choose you over the competition, but rather it’s about getting your prospects to see you as the only solution to their problem.
So, a good brand will:
- Deliver Your message (Unique Selling Proposition) clearly
- Confirm Your credibility with great testimonials
- Emotionally connect with Your target prospects
- Motivate the Customer to spend more
- Establish Customer Loyalty
Successful Branding takes into account a Good understanding of Your Customers Needs and Wants, and communicating this Understanding (aka Caring) at every Point of Contact Your business makes with Prospects and Customers.
At the end of the day, Your Brand (if built correctly) will reside positively within the hearts and minds of Your Customers and Prospects.