Dan Antonelli

I think, again, I love making pretty things, but it's the numbers that matter, right? So when you look at the benchmarks, you look at the KPIs, you look at the cost per acquisition and how much people are having to overspend on their marketing because their brand is unremarkable. And at the end of the day, you want to distill branding into one simple idea. It's how do I live in someone's mind?

I think, again, I love making pretty things, but it's the numbers that matter, right? So when you look at the benchmarks, you look at the KPIs, you look at the cost per acquisition and how much people are having to overspend on their marketing because their brand is unremarkable. And at the end of the day, you want to distill branding into one simple idea. It's how do I live in someone's mind?

rent-free, right? So what are we doing so you have a brand that's memorable? What are we doing so that when they see the truck, when they see the site sign, when they see the website, and then it's a few months later that they actually need your service, they're going into Google and they're typing in your branded name, not air conditioning repair near me or not plumbing repair near me.

rent-free, right? So what are we doing so you have a brand that's memorable? What are we doing so that when they see the truck, when they see the site sign, when they see the website, and then it's a few months later that they actually need your service, they're going into Google and they're typing in your branded name, not air conditioning repair near me or not plumbing repair near me.

And now you're fighting to be relevant to Google and you're paying to be relevant to Google. So think about how much cheaper it is to have branded keywords and how expensive it is to pay for those same clicks, right? So all the things that we are doing is trying to make a brand that lives in someone's mind, that they remember, that they feel something and they connect with.

And now you're fighting to be relevant to Google and you're paying to be relevant to Google. So think about how much cheaper it is to have branded keywords and how expensive it is to pay for those same clicks, right? So all the things that we are doing is trying to make a brand that lives in someone's mind, that they remember, that they feel something and they connect with.

And not only that, that they feel like there's a reason why they should choose you over a competitor and why they should even pay a premium in the process.

And not only that, that they feel like there's a reason why they should choose you over a competitor and why they should even pay a premium in the process.

Yeah. I mean, people forget that when you're thinking about the truck, you want to think about it as if it was an actual billboard. So if it was a billboard and you're driving by that billboard on the highway at 60, 70 miles an hour, how much time do you have to process what you're being presented? A couple seconds. So what can I put on there that is sticky that they will remember?

Yeah. I mean, people forget that when you're thinking about the truck, you want to think about it as if it was an actual billboard. So if it was a billboard and you're driving by that billboard on the highway at 60, 70 miles an hour, how much time do you have to process what you're being presented? A couple seconds. So what can I put on there that is sticky that they will remember?

And that's most important. And that's the single most important thing is your brand name, right? Because the it's easy for them to contact you if they know your brand name. They're gonna find you on Google, right? They're gonna just type in your name. That's why people get hung up on, hey, I need to have a big phone number on my truck. And I always laugh and I say, you know what?

And that's most important. And that's the single most important thing is your brand name, right? Because the it's easy for them to contact you if they know your brand name. They're gonna find you on Google, right? They're gonna just type in your name. That's why people get hung up on, hey, I need to have a big phone number on my truck. And I always laugh and I say, you know what?

Listen, the bigger your phone number, the weaker your brand is. Because really, when was the last time you took your phone out and you literally dialed digits to contact someone. You don't do it that way, right? So half the reps that we do today don't even have a phone number because it's not relevant. It's not really that important. And it's not a call to action, that truck.

Listen, the bigger your phone number, the weaker your brand is. Because really, when was the last time you took your phone out and you literally dialed digits to contact someone. You don't do it that way, right? So half the reps that we do today don't even have a phone number because it's not relevant. It's not really that important. And it's not a call to action, that truck.

It's something, again, meant to live in someone's mind for when they need service later on.

It's something, again, meant to live in someone's mind for when they need service later on.

Exactly. So people say, hey, let me put my QR code on the side of my van. Really? So what? I'm driving next to you and I'm going to scan the QR code? Oh, well, it's for when I'm parked. Again, how many people at that very moment need your services? So we don't believe in huge QR codes, putting them on the side of vehicles. It's not a call to action. It's meant for building your brand.

Exactly. So people say, hey, let me put my QR code on the side of my van. Really? So what? I'm driving next to you and I'm going to scan the QR code? Oh, well, it's for when I'm parked. Again, how many people at that very moment need your services? So we don't believe in huge QR codes, putting them on the side of vehicles. It's not a call to action. It's meant for building your brand.

So, you know, research is a big part of it. Right. So what are your competitors? What does the market look like? Right. So you look at what's happening already in the marketplace. How long does that take? I mean, it takes it's not it doesn't take a long time, but you have to really go in and look and see where the opportunity is. And that's where the thought process comes in.

So, you know, research is a big part of it. Right. So what are your competitors? What does the market look like? Right. So you look at what's happening already in the marketplace. How long does that take? I mean, it takes it's not it doesn't take a long time, but you have to really go in and look and see where the opportunity is. And that's where the thought process comes in.