According to the SBA, there are over 33 million small businesses in the US. Even if only a small percentage of those businesses offer the same services as you in the same area, that’s still a lot of competition!

Because consumers have so many options, it’s important to set your brand apart — especially as today’s buyers tend to do more research before making a purchase.

You likely already have the basics of your brand, like main colors and a logo. However, your brand is more than your look. It’s how consumers feel when they think about your company. And that’s great news because feelings aren’t as easy to replicate, so there’s more room to stand out.

Below, we’ll give you some tips for going beyond your look to establish a unique brand.

Be original

If you removed your logo, would someone be able to differentiate your website from your competitors’?

If not, consider emphasizing what you bring to the table that your competitors can’t. Why would someone choose you?

• Do you give the fastest quotes?
• Do you only use premium products?
• Do you offer the best customer service?

If you can’t think of anything unique, use this as an opportunity to brainstorm ways to set yourself apart. What are your competitors missing? If they only book appointments via phone, allow customers to book online. If they only take credit cards, consider offering consumer financing. 

It’s your responsibility to give buyers a reason to pick you, so make sure they know why you deserve their business over your competitors.

Get personal

While it’s important to address  customers’ needs on your website, it’s also important to go deeper than just what you offer and show you have a human side. After all, people like to buy from people — not faceless corporations.

If you don’t already have one, consider creating an “about us” page where you can tell — and show — your story. Who are you and your employees? How’d you get into the business? Why are you passionate about the industry? What are your values? What causes are you involved in?

Don’t be afraid to show some personality here. Instead of starting off your bio with something generic like “Lush Lawns is a landscaping business started by Oliver Son in 1923,” try capturing the viewer’s attention with something relatable like “When I was a kid, my favorite part of summer was helping my grandparents tend to their garden.”

Stories are an effective way to give visitors a personal glimpse into your business — plus they’re usually easier to write than marketing copy. Social media is also a great place to show off your company’s personality — we’ve got some tips here.

Address prospects’ primary concerns

Another way to stand out is by doing a better job at addressing prospects’ needs than your competitors. Ask yourself: Why are they looking for help, and what do they care about most when assessing a home services company?

For example, buyers might care about trustworthiness, as they want to feel comfortable letting someone work in or on their property. In fact, one study found that 70% of homeowners rely on recommendations from family or review sites to make their decision. As such, try to showcase external validations such as professional certifications and testimonials from happy customers.

Another concern many homeowners have is cost, especially at times when inflation is hurting everyone’s wallets. This doesn’t necessarily mean you need to slash your prices, but make sure customers think their purchase is worth the money — if not money-wise, then service-wise.

Finally, many prospects will likely care about speed, with around 50% choosing the company that responds to them first. From your first interaction with them (usually sending the initial quote) to your last (invoicing), make sure you work on their timeline. Timely service guarantees can also go a long way in showing you’re committed to working fast.

Go above and beyond

If you want to stand out, it’s not enough to just deliver on your promises. Instead, make an effort to surprise and delight your customers. Some ways to surpass expectations include:

• Offering white glove service. For example, if you own a delivery company, offer to haul away old furniture, install appliances, and place items in specific rooms.
• Thanking customers for their patronage. While a personal note would likely suffice, you could also bake the cost of a small gift into your prices to really wow clients. For example, if you offer landscaping services, you could give customers a small succulent.
• Communicating often. Almost half of younger consumers say good communication influences their purchase decision, so communicate thoroughly and often, whether that’s texting to let them know you’re on your way or sending them an online project tracker.

Manage your online reputation

The great thing about having an online presence is that it’s easier for prospective customers to find you. According to Constant Contact, 97% of consumers use the internet to find local businesses. However, this also means disgruntled customers can easily tarnish your reputation and drive away potential buyers.

One of the best ways to manage your online reputation is to respond to reviews — whether they’re on Google, Nextdoor, the BBB, or social media. If a customer is happy, thank them for their review. If a review is negative, apologize and let them know you’re here to help. Simply engaging can help show you care about customers’ experiences.

Showcasing testimonials can also help boost your reputation — and fortunately, it’s easier than ever to do so. For example, you can embed Yelp reviews on your site or make stylish quote cards with tools like Canva and share them on social media.

Protect your biggest asset

Contrary to popular belief, your company’s biggest asset isn’t your proprietary process, strategy, or even your team — it’s your brand. A good brand is critical to the success of your business — it’s what convinces consumers to buy and customers to come back.

While we hope these tips helped, we can’t decide what your brand identity should be — that’s up to you. Good luck, and happy branding!

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