There’s a work van parked up the street. The sides and back of the van simply read, “Low Cost Electric Work,” plus a phone number.
That strikes me as an odd message to send.
I would think, on the list of decision-making criteria for residential electric work, “low-cost” would be low priority. I’d guess many other factors would be more influential: Depth of experience, referrals from friends, testimonials from satisfied customers, third-party endorsements, and background checks on employees, to name a few.
Convince me that you’ll do good work without burning my house down, and without letting convicted felons into my house. Then we can talk price.
If you’re the guy who owns the van, by advertising “low cost,” you’ll attract low-margin jobs from people who don’t have much to spend. And you’ll need to do much more work than your competitors to drive the same top- and bottom-line results.
What messages does your brand send? How do you know they’re the right ones?
About Matthew Fenton: Matthew helps challenger brands to focus, grow and win. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He calls Chicago home.
Copyright 2009 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.
Get "Brand Clarity" Sent Right to Your In-Box
"That Branding Thing" is our periodic newsletter. It's designed to bring you the "20" that gives you the "80" in matters of branding, strategy and positioning.
At sign-up, you'll receive a free download of "The Challenger's Manifesto" - an 18-page eBook with 10 principles to help you build your brand, plus exercises.
After that, you'll hear from us every few weeks with fresh content to help you grow your brand and business.