What Every Contractor Brags About, That's Actually Proving Their Brand's Working Against Them
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What is the main topic discussed in this episode?
When you can arm somebody with something they're proud of, a brand they feel more confident in, suddenly when they've got this brand supporting them with great materials to leave behind, they feel proud of the uniform, the truck they're pulling up in, they can perform at their best. And that positivity starts to spread like a spider web throughout the company. Think about all the amazing things that your brand does. Everything. Like your company, what are you proud of? Now forget it. Let's look at your truck on the screen together. And now, does that tell you any of those things? If it doesn't, you need to address your brand. A great brand isn't a prize for doing well and staying in business and growing.
It's the accelerant to get you there. Don't wait. Don't wait. You deserve it now.
Welcome back to the Home Service Expert.
How does branding impact contractor success?
I got Terry Briggs here. She is the COO and president of Kick Charge Creative, who I happened to get my brand done about five years ago.
About five years ago, yeah. Almost six now.
We were $30 million, and this year we'll do $400 million. And I think a lot of people are like... Tommy always talks about them. But you guys have done so many case studies to just show, like... I think about, like... Bueller. Yes. And just looking at, like, it all started with Kent Goodrich. We're going to dive into it, but you're an expert in branding, strategy, operations, culture. You've been a kick charge.
Almost 13 years.
Almost 13 years.
What are the costs associated with waiting to invest in branding?
And there's 55 plus people now on the team.
Yeah, we're at 72. 72 people.
And you guys are just kicking ass. I mean, it's... It's crazy to see how many brands you guys, what do you guys, 3,000? Yeah. 3,000 brands. So the thesis of this episode is your brand is either helping you grow or quietly holding you back. Correct. And most contractors don't know which one it is. Terry Briggs, president of Kick Charge Creative, breaks down why branding isn't a logo. It's the ignition switch that drives conversions, pricing, power, hiring, and long-term company value. She explains why waiting to invest is the most expensive choice contractors make and what it actually looks like when a brand starts working for you instead of against you. Yes.
How can a strong brand enhance employee retention?
So what made you leave marketing? You were in the food market.
I was. I worked with brand managers and consumer packaged goods. So I did a lot with like the Ferrero company, Nutella and Tic Tac on the agency side. And I left. It's a silly story, but it's very true. I think people think I made it up. My son, who is graduating high school this year, he was in kindergarten. And he was doing β it's like the kindergarten project where you talk about who your community helper hero is. And he picked a policeman and he asked me who I helped. And I was like, no one. I help people eat Nutella. I help people get chubby. Like I had no β
What role does color play in brand recognition?
No good answer for him. And I honestly was like, if I'm going to spend a lot of time away from my family, I want it to be because I'm making change. So I started looking for a new opportunity. And I randomly saw a posting for a job at this little agency in Washington, New Jersey. And I was fortunate enough to get called in for an interview and met Dan Antonelli. And right away we clicked. It was he talked a lot about wanting to help home service contractors grow. I come from a family of plumbers and I was like, oh, my gosh, I could make measurable change here. And that was I literally that day was like, OK, we're going to do this. Right. And I left kind of the corporate world behind and started working with Dan.
What was it like in the beginning when you started there?
It was wild. We were a tiny group of people. We were very scrappy back then.
How can contractors measure the ROI of their branding efforts?
I think a lot of how we operate today being so nimble and able to change quickly is because of our roots. Dan was exactly who he is today. Not very focused because he's just always been such a creative, such a visionary. And we started to assemble a very passionate team of people. A lot of us are still there. You know, the OGs. Yeah. Yeah. where we just really wanted to get our work in front of as many contractors as we could to get them to understand the power of what we were trying to build.
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Chapters
8 chapters
1
What is the main topic discussed in this episode?
0:00β0:40
2
How does branding impact contractor success?
0:40β1:23
3
What are the costs associated with waiting to invest in branding?
1:23β2:13
4
How can a strong brand enhance employee retention?
2:13β3:00
5
What role does color play in brand recognition?
3:00β3:45
6
How can contractors measure the ROI of their branding efforts?
3:45β4:29
7
What are common mistakes contractors make with their branding?
4:29β5:17
8
How can a brand evolve to stay relevant in a changing market?
5:17β49:07
Speakers
2 identifiedMore from The Home Service Expert Podcast
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