MAKE YOUR MARK

MAKING YOUR MARK

Expertise branding is the signatory sheet metal industry’s way of standing out against the competition

We know why ranchers “brand” or burn a unique mark onto the skin of their cattle—to distinguish their animals from those of their neighbors or competitors. Similarly, companies and industries brand to set themselves apart from competition.

A strong brand creates a positive association between consumers and a business or industry’s products and services. It helps consumers remember the business or industry and feel good about using those products and services, turning those consumers into loyal customers.

Branding has always been vital to the growth and long-term success of a business, and now, thanks to social media, it is more important than ever before. Constant online connection means consumers are exposed to new brands every day and can access those brands and their offerings with just a couple of clicks or taps. Today’s savvy consumer will do the research to find the one best suited to their needs, but the more impulsive buyers, in search of the next shiny object, will not. Both of these factors will make it harder than it ever has been for a business to distinguish itself.

Fortunately for those of us in the signatory sheet metal industry, branding does not require the use of a hot branding

iron. There is a much easier and painless way. SMACNA Contractors and Chapters and SMART Locals and JATCs can distinguish themselves from the competition—by taking advantage of the Expertise Branding Program.

Our industry branding program was developed after the Best Practices Market Expansion Task Force (BPMETF) hired a professional firm to find out what factors influenced consumers of sheet metal services—mainly construction owners and general contractors—when they were in selecting contractors. This independent research, which also included sponsored focus groups, took place in four geographical areas and aimed to name and explore specific factors that were most important when hiring sheet metal contractors.

While members of the task force sat behind mirrored windows, they heard frank and candid conversations among general contractors and owners about what was important. Competitive prices, quality construction, and on-time performance were key take-aways, but more than any other factor, customers demanded EXPERTISE when hiring sheet metal contractors.

Another important finding from the focus groups was that many people do not know what type of work is encompassed by the general term “sheet metal.” People did, however, recognize the term HVAC. These focus group findings led to the development of the HVAC, Architectural, and Industrial Expertise branding efforts and websites, which identify

SMACNA contractors and SMART tradespersons as the ultimate source for expertise for HVAC, architectural metal, industrial, and green construction and energy solutions.

All industry partners are encouraged to take advantage of the branding opportunity to convey that the superior training and adherence to high safety and quality construction standards make it good business to hire a SMACNA contractor and their skilled craftspersons for any facet of sheet metal work.

Expertise logos are free to use and available to any SMACNA Chapter, Contractor, SMART Local, training center, or industry labor-management cooperation trust that completes the licensing application available at: Expertise-Logo-Licensing- Agreement.pdf (pinp.org) Such organizations are encouraged to place this logo on their business cards, stationery, estimates, invoices, trucks, hats, shirts, advertisements, and any other place where it is useful to spread the word about the value of using signatory contractors and labor.

Anyone approved to use the logos can also take advantage of free Expertise resources on pinp.org, including professional advertisements. HVACExpertise.com, IndustrialExpertise. com, and ArchitecturalExpertise.com websites offer links to signatory contractors and resources that explain the value of using Expertise contractors. It is easy to link to the Expertise sites from your website.

Join more than 400 industry contractors, chapters, locals, JATCs, and LMCCs that promote the industry expertise brand today. ▪