Essentials

Think about the products you buy and are likely to purchase again. Maybe you prefer driving a Ford instead of a Chevrolet and drinking Pepsi Cola rather than Coca-Cola. But what causes you to make these purchasing decisions? Quite possibly, it is because Dearborn, Mich.-based Ford Motor Co. and Purchase, N.Y.-based ©PepsiCo Inc. have emotionally branded their products.

According to Rob Frankel, a business consultant and author of The Revenge of Brand X, emotional branding causes a consumer to make a purchasing decision that is not based on rational thinking, such as choosing a product because of a lower price. For example, you may prefer Ford because the feelings Ford Motor has evoked in you, which may include trust, excitement and glamour, emotionally connect you to Ford vehicles.

You can create an emotional connection with your customers, as well, and it does not require an enormous advertising budget. You can use your company's history, charitable contributions, a representative or other means to emotionally brand your services to consumers.

Share a story

A great way to emotionally brand your services is by sharing your company's history—it can establish a great deal of trust with consumers.

Highlight your company's history by creating a slogan to include on your company Web site and marketing materials. During sales presentations, mention your company's beginnings and that you offer the same quality service now as years ago. Also, mention roofing work your company has completed on historic landmarks, businesses and houses in a prospective customer's neighborhood.

If your company is relatively new, consider sharing your personal professional history. For example, mention your previous professions and what prompted you to start your own business. Your story should illustrate your desire to be successful in the roofing industry, which may emotionally brand you and your company's services as inspirational to a consumer.

Gain recognition

Another way to brand your company's products and services is by using a representative. Depending on whom you choose, you can establish various feelings about your company's products and services.

For example, you can build on consumers' trust by developing local television and radio commercials featuring your company's founder or a recognizable citizen who can vouch for your company's distinguished presence within the community.

Some roofing materials manufacturers have adopted this technique, such as Deerfield Beach, Fla.-based Urecoats Industries Inc., which features former all-pro football player Joe Klecko and star of HBO's "Arli$$" Robert Wuhl in its advertisements. These spokesmen are designed to appeal to sports lovers and advertise the reported strength of Urecoats' products.

Similarly, if you want to brand your products and services by being a charitable company, secure the help of a representative from a charitable organization with which you have worked, such as Rebuilding Together^TM with Christmas in April® or Habitat for Humanity. Be sure to discuss specifics about your charitable work, the people you have helped and projects you have completed. This will establish that your company cares about its community.

If the previous ideas are not viable options, consider linking your products and services to a brand name that consumers recognize and trust.

For example, Toledo, Ohio-based Owens Corning, which features the Pink Panther as its mascot, offers a marketing service to its Owens Corning Preferred Contractors. CertainTeed Corp., Valley Forge, Pa., which advertises its sponsorship of NASCAR driver Ward Burton, offers similar marketing opportunities on a marketing Web site, www.marketzone.com.

Check to see whether your preferred manufacturer offers marketing assistance by visiting its Web site or talking with your sales representative.

Get emotional

Whether you decide to brand your services using your company's history, charitable involvement, a representative or nationally recognized company, it is important to make an emotional connection with consumers. Without a connection, prospective customers have fewer reasons to choose your products and services instead of those of your many competitors.

Christina Koch is assistant editor of Professional Roofing magazine.