Dan Antonelli
speaker
86 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Dan Antonelli’s voice in public audio — every appearance, attributed to the second.
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Appearances
So you know, I am confusion. Yeah, you want to look and say, okay, here's my top 10 competitors. Out of the top 10 competitors, five of them are using red, white, and blue. So red, white, and blue is already off the table. I can't use red, white, and blue because there's no way I can own it.
So you start identifying where are the opportunities for us to build a brand that I can own the brand colors. So sometimes it's hard even just to do that. So you think about what are the three colors maybe that I can put together that I can own? Because maybe I can't own red. Maybe I can't own red and blue. Maybe I can own teal, red and blue or something like that.
So you start thinking about creatively what you can do. So you want to look at what strategies are they deploying? Are there a lot of mascots in this marketplace? Well, if there's 10 mascots in the marketplace, I don't want to put the 11th one out there.
So I want to think about a different strategy that no one else is doing so that I can be, again, ownable, so I can be remembered, not confused with somebody else. So you definitely want to do some research. And even for anyone who's listening, again, print out a picture of your van and compare it to the 10 people that you compete against and tell me where you live in that area.
does it look like the other 10 or does it look like something that's completely unique? And if it feels similar to what everyone else is doing- Change it. Yeah, change it. Then why would Mrs. Jones ever remember it, right? And I think that's the other thing too to always keep in mind is who are you marketing to, right?
Always keeping in mind that Mrs. Jones, she makes up 80 to 90% of the home purchasing decisions. So does your brand actually communicate to her? Is it actually something that she might connect to, something that she might remember, something that if she called you, what does she expect she's going to get? Because she's already afraid of who's coming to her home.
How does the brand actually communicate to her and make her feel confident in who's going to show up at her house?
You know, we're going to look at your competitors. We're going to talk to you about likes and dislikes that you like, but also with the notion of keeping in mind that who we're building a brand for isn't necessarily you as the owner. It's for the people that you are trying to sell to.
So you want to think deeper along the lines of what is the actual brand story that we're trying to communicate and how does the brand support it? How does the brand visually tell that story? You think about the brand that we did for Amanda at Grasshopper. Her tagline is forward as a way of life. So you have the grasshopper. Grasshoppers can only move forward.
They're the only insect that actually can't move backwards. So you have a message that goes along with that visual that connects to that consumer to have them understand that we as a company will do everything in our power to make your home comfort solutions. you know, work, move forward, right?
And the same thing is, what is the message to the actual employees that we as a company are going to do everything we can to propel you forward in your career, right? So you have a brand that not only speaks to the customers that you're trying to attract, but also helps attract the A players that you want to work for you in that company. So Amanda doesn't have a recruitment problem.
You hear so many people talking about recruitment problems. They can't find people that don't want to work for you. A lot of times people don't want to work for you because you don't look like a company that you want to be associated with. You think about your branding before and your recruitment challenges before versus what your recruitment looks like now.
You think people look at your brand and say, hey, I don't think I want to be a part of this. I mean you're going to get brand new equipment. They're going to get brand new trucks. They're going to get training. So the brand goes a long way to support the notion of why people want to be associated with it.
I think when people say or they hear how much it costs to actually get a real brand and they're like, that much and they'll say something like for just a logo. And if your mindset is it's just a logo, then you really truly have no understanding of branding and what that will do for your business and how will it affect everything across your channels.
That's why you mentioned earlier about the lifeblood of your business. And this is the area that you want to save the most amount of money on. This is the area you want to skimp on is your brand really. And then these are the same people that are really upset with how much it costs them every month to buy leads on Google.
So these are the same people whose booking rate sucks and their close rate sucks and their average tickets suck. And all those things are related to brand. It's all connected. So it's kind of I think that misconception about what a logo is and not understanding that a logo is just a piece of that brand. It's the foundation for it for sure.
Like you get that piece wrong and none of your marketing channels are actually gonna perform well.
Yeah, because sometimes people don't even know what your actual logo is, but they know what your truck looks like. And if the truck is done in a distinctive way, again, that repetition, they keep seeing it. They saw it on their neighbor's driveway. They saw it driving down the street. Now they actually went to your website. Oh, was that the same company that I saw my neighbor using?
Oh, yeah, that was. That's their van. So it's really important that the vehicle gets featured in a lot of your advertising because it's often more recognizable to them than your actual logo.
So listen, I wrote the book because there's just so many common errors that home service companies are making with their branding. And I thought, why are they making these errors? First of all, right? And part of it is because they just don't know, right? So you don't know what you don't know. So even from day one, you start the business and you name it.
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