The image of a company means everything today. We live in a time where people are reluctant to hire a company if they dislike its social media presence or public image. So what are business owners to do to respond to this type of request? Pro Bono work, all out marketing, commercials…these are all good solutions, yet temporary. What you, as a small moving business need is a long-term plan of action. And this is exactly what a good brand development strategy can do for movers such as yourself.
Brand development strategy for movers defined
Branding is the process of establishing and strengthening your professional services brand. As we help moving companies develop, we explore the brand development strategy through three stages:
- You start by getting your brand development strategy aligned with your moving business objectives.
- Then you need to acquire all the tools needed to communicate the brand, such as: logo, tagline and website.
- And the final touch – the phase where you strengthen your newly developed or updated brand.
Your brand development strategy is what enables you to accomplish these tasks. So to make things easier for you, we’ve divided the brand development strategy into 10 efficient steps.
10-step brand development strategy for movers
Consider your general moving business strategy
A unique and strong brand will make the largest impact and offer exponential growth for your business. So you need to consider the type of services you want to offer. Do you want to grow within local borders or are you looking to go interstate (perhaps even international)? The business goals you set for your company will be the foundation on which you can build your brand. As long as you clearly understand the path you want for your moving company, a good brand development strategy will help you get there.
Establish who your targeted customers are
Who are your target clients? And don’t go saying “everyone” – big mistake. Recent research shows that all high-profit and well-developed companies focus on having clearly defined targeted groups of clients. The more customized the focus, the faster the growth. On the other hand, if you don’t establish a target customer base, it will be much harder for you to develop your brand. So how do you define and opt for the right clients? That’s where market research comes in.
Research your target customer group
Now, you as a mover might say: “My target group is all people interested in relocation” and finish there. But is that enough? Hardly. Good moving companies will conduct systematic and detailed research to ensure fast and profitable growth. Furthermore, the more frequent the research, the faster the growth of your moving business. You need to understand where people are moving to/from, whether they are young or old, single or with families etc.
By doing research, you learn what drives your customers – their perspectives and priorities. You understand what their needs are and are then able to better fulfill them. And it shows you how they view your company and brand from an objective point of view. In conclusion, research minimizes the risks associated with brand development strategy.
Focus on your brand positioning
Once you’ve done the research, time to determine your company brand in terms of position in moving industry. This is also known as market positioning. So the question – how does your moving company differ from others and why should clients choose you and not others?
This is where you want an efficient and high-impact statement. The statement that will position you well is typically 3-5 sentences long and captures what it is your brand represents. You need to find the perfect balance between a grounded and aspiring statement. This way you give the idea that you are progressive while remaining realistic.
Develop your messaging strategy
Once you’ve determined your positioning statement, time to convert it into messages for your target audience. Your target audience is usually made of:
- Potential clients
- Potential employees
- Referral sources
- Potential business partners
Even though the core of your brand development strategy is universal, each of these groups will focus on separate aspects of it. This is why the message for each of these should emphasize the most relevant points for them. You won’t message potential clients the benefits of partnering with your moving company, will you?
Each of these target groups will have concerns that you will want to address for a more efficient brand. And not only will you have to address these concerns, but also back them up with evidence and facts. So your message strategy should be well thought out to cover all these needs, and more.
Name, logo and tagline – keys to any brand development strategy
In most cases, a name change is not required. Unless you are a new firm or are undergoing a merger, or are burdened with a name that no longer works for the services you offer. In these cases, a name change may be in order. And even if you don’t change your company name, a new logo and tagline can better support your brand positioning.
Remember this – your name, logo and tagline are not your brand. They are ways for you to communicate or symbolize your brand in the eyes of the clients. Your brand presents delivering on the services that you offer. And even though you might want internal approval from business partners and employees, it is not necessary. These tools are intended for the market, and only it can judge the impact it has.
Brand development strategy is nothing without good content
Content development is an essential part of professional moving companies in the modern age of the Internet. It offers everything traditional marketing does, but it takes it a step further. By using valuable and optimized content, you attract, nurture and qualify prospects and clients.
Reputation and strength – the pillars of any good brand. One cannot stand without the other. So your “awareness-building” and sponsorship principle is no longer enough for positive results. Content marketing, however, boosts both visibility and reputation simultaneously. Not only that, but it is perfect for you to better connect with customers interested in relocation – they can recognize you as a knowledgeable and experienced brand that they want to do business with.
Website development as a gateway into your brand
Your official website is your single most important brand development weapon. It is the epicenter of what your moving company stands for. This is where you provide customers with information about what it is you do, how you do it and who your clients are. For you to analyze your website is not the same as having the keys to the kingdom. Customers will not only choose you company based on your website. However, they will be more inclined to convert or at least reach out if they like what they see.
Plus, it is exactly your website that will provide your potential clients with valuable content. It is that content that will become the focus of your SEO efforts. That enables all the targeted groups we mentioned earlier to find and identify you as the perfect company for their needs. Basically, online content has become an essential and influential factor for any modern brand development strategy. Nowadays, we have two types of professional websites:
- Branding website – such a site tells your story and conveys who you are, who you serve, and what you do. In short, it conveys your brand message.
- High-performance website – which does the above and also generates and nurtures potential new clients.
Develop your marketing toolkit
The next step in the process is to build out the remainder of your marketing toolkit. This might include one-page “sales sheets” that describe core services that your company offers. For moving companies, in particular, this could be a moving quote calculator that attracts customers by offering a quick and practical answer to the question: “How much will it cost me to move?”
This marketing toolkit also includes incorporating photos and videos in your website content. Popular video topics include:
- Company overviews
- Case studies
- “Meet the partner”
Key services landing pages are also very useful. If presented correctly, these tools serve not only a business development function but also are important for your brand development strategy as a mover.
Three M-s of brand development – make, monitor and maintain
This final step in the brand development strategy may be one of the most important. Obviously, a winning brand development strategy doesn’t do much good if it is never made real. You might be surprised at how often that happens in business.
A solid strategy is developed and started with all the goals a company sets. Then you hit the wall that is reality. Too many obligations with client work and brand development tasks get put off…and ultimately left behind. Hence the importance of monitoring.
We strongly advise monitoring both the making of the plan as well as results it provides. Did the strategy get made as planned? What happened to the search engine traffic and web visitors/conversions? How many new leads, employee applications and partnering opportunities were generated? Only by monitoring the entire process can you make sure that you have the right results, which gives place for maintenance and improvement.