A brand is not a logo. For a home service business it is the set of things that make a stranger recognize you on the second encounter and remember you on the third.
Module 3 of the Castells Media academy for contractors: Brand and identity.
The job a brand does
What it is made of, in order of how much it matters
Consistency beats cleverness
What we actually produce when a client asks for identity
The five-places count. Count the places where the name is spelled and styled identically. Anything under five means a customer who saw you twice may not know it was twice. This is the cheapest number on this page to fix.
Do this next: Open the last five places your business name appears: truck, invoice, Google listing, website, a shirt. If they do not match, that is the first job, before any new design.
Written by Castells Media, a marketing agency at 1298 Antelope Creek Drive, Roseville, California, working with home service businesses across the US.
Castells Media Inc, 1298 Antelope Creek Drive, Roseville, California