Getting to Know Your Brand

An Exercise for your Service Business

This toolkit will help you get started in understanding and defining your brand.

Having a well defined brand will help separate you from the competition and

you’ll be able to confidently communicate your value to customers.

What is Branding?
There’s a common misconception that a brand just means your logo. Your brand is a lot more

than that - it’s what your values are as a company, what you believe in, and the experience

your customers have when they do business with you.

The truth is everyone has a brand - even if they don’t know it. Your brand is what makes you

different than your competitors, and having a well defined brand can give you a competitive

advantage over them.

CUSTOMER SERVICE
PERSONALITY COMPANY VALUES
HOW WE GREET MISSION STATEMENT
HOW WE ANSWER CALLS WHO ARE WE?
HOURS OF OPERATION

VISUAL IDENTITY
MESSAGING
LOGO
VOICE WEBSITE
TONE MARKETING MATERIALS
EMPLOYEE UNIFORMS
SERVICE OFFERING
BENEFITS
FOR YOUR
VALUE OF SERVICES
BUSINESS

Resource provided by getjobber.com

Understand Your Competition
In order to differentiate yourself, you need to understand the competition. Find out what other

companies do well - what inspiration can you take from these companies?

What areas could use some improvement?

Competitor Website & Social Competitor Reviews

Twitter, Facebook, Instagram, YouTube Google, Angie’s List, Facebook, Yelp

• What’s their imagery and messaging? • What are people saying?

• What do they charge for services? • How do they respond to reviews?

• What’s their strengths and weaknesses?

Competitor #1:

Strengths:

Weaknesses:

Competitor #2:

Strengths:

Weaknesses:

Competitor #3:

Strengths:

Weaknesses:

Resource provided by getjobber.com

Understand Your Own Company
Now that you’ve done some thinking about other companies, it’s time to look at your company.

As a business owner, there are likely things you’re doing well and other things you’d like to

improve on.

To understand your brand you must be honest about your company. Recognize both your

company’s strengths and weaknesses.

What are 3 things your company does really well?

1.

2.

3.

What are 3 things your company could improve on?

1.

2.

3.

Resource provided by getjobber.com

Differentiate Yourself
You understand your competitors and have a good understanding of your own business. While

you may want to emulate some things that other companies are doing well, it’s very important

to understand how to make your company stand out. What makes your company different?

What makes your company the best?

Select some of the differentiators we’ve listed or write your own. You should have no more than

3 differentiators for this exercise to ensure that you stay focused. Limiting yourself to 3 will help

guide your messaging and how you communicate about your company.

Differentiator: Benefit:
What makes you different from other companies? why would your customer care?

You have a single person crew. Your client’s will enjoy the peace of mind of having

their very own dedicated rep, who is responsible for

their entire service, each and every time.

You have a multi-person crew. Your dedicated team of professionals works as a

team to ensure that they are in and out of your

client’s home as quickly as possible.

You take care of the details. Cards on b-days, leave behinds, referral

discounts, etc.

Resource provided by getjobber.com

Describe Your Company
It’s very important to remember that your brand and message is communicated by you and

your staff every time you’re representing the company. When you’re on the phone with a

customer, at an appointment, or even in public while wearing a uniform - you are representing

the company’s brand.

Easiest way to create a consistent description of your company is with one question:

If your employees had only 1-2 sentences to describe your

business, what would they say?

Resource provided by getjobber.com

Congratulations! You’ve made the first step in branding yourself!

Remember that this exercise is a starting point in understanding your brand - a brand is never

“done”. As your business changes, so will your brand. We encourage you to refer back to this

toolkit a couple times a year so you can stay focused in your messaging and continue to

understand what sets you apart from the competition.

For more free tools, visit academy.getjobber.com

Resource provided by getjobber.com