Compelling Communications compiles brand dos and don’ts for PMPs

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July 16, 2021

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July 16, 2021


Headshot: JuneVanKlaveren

June Van Klaveren

Editor’s Note: In conjunction with our July cover story on branding, Compelling Communications’ founder and president, June Van Klaveren, has put together tips for pest management professionals, based on her decades of working in the industry and helping pest control firms achieve marketing and branding goals:

Dos

1. Be consistent. Present your logo, slogan and “look” consistently throughout your company’s materials and on all social media channels where you have a presence. The best way to maintain consistency throughout all marketing is to develop a brand guide that details how your logo should and should not be used, the exact color palette and the exact font used in your logo and marketing materials. It helps write clear, consistent content for your organization, regardless of the medium. This way, everyone presents what the company stands for the same way. The more consistent your brand is, the more recognizable your company will be. The lack of a brand guide — that is, the lack of any sort of consistency in style and messaging — has the same effect as that of a dishonest person: It’s confusing, and doesn’t inspire confidence.

2. Think long-term. A successful brand strategy includes a long-term plan for the brand and defines the where, how, what and to whom you are communicating your brand message. Brands and “looks” change as a company grows, but the essential brand should be consistent into the company’s future.

3. Communicate. Be sure that everyone in your company understands your brand, what it stands for and how you are using it. Promote your brand internally, as well as externally.

4. Define your company beyond your name and logo. Using the company’s website, social media, vehicles, uniforms and marketing materials as visual representations of your brand give consumers the complete story they’ll need to make a decision on what pest control company to hire.

Don’ts

1. DON’T let the core of your brand become diluted because of too much feedback. It’s tempting to make changes to your branding based on feedback you receive from others in the company. Feedback can provide valuable information, but it can also muddy the waters of brand development. Establish your brand, and stay with it!

2. DON’T think of your brand as just your logo. Consider what you want the company to stand for, and how you want your business to be perceived by your customers. A brand identity includes your values and what you want your customers to feel when they come in contact with your company. It’s the personality of your business and a pledge to your customers.

 3. DON’T rebrand too often just because you are tired of your company’s logo. The results of a complete rebranding can take a long time. Rebranding should come as a result of research to determine how your company is actually viewed by customers and the public.

As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.”

Your service leaves an impression on your customers long after they purchase. Brand identity is the process of shaping that impression.

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About the Author

June Van Klaveren of Compelling Communications Inc.

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