Is Your Brand Fresh?
Updating Your Brand to Keep up With Consumer Behavior
by Heidi J. Ellsworth, Owner, HJE Consulting
(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of “Sales and Marketing for Roofing Contractors,” a guide for small businesses in the roofing industry.)
In the roofing industry, like any other, staying relevant and appealing to customers across generations often necessitates updates to company branding, including logos. The evolution of your brand reflects changes in market trends, company values, and technological advancements. For roofing companies this is just as true for newer companies as it is for generational family businesses. In fact, for generational businesses it is often more important to take the time and evaluate your brand and look at potential updates.
There are many reasons to take the time to reevaluate your brand. Staying relevant in a time when technology and culture are changing quickly with consumer behavior tops the list. Whether it is the mission of the company or a simple logo refresh, how you represent your business makes a big difference in sales and profitability. Regular updates help maintain a contemporary image that appeals to modern consumers and reflects current design trends.
Confirming that your current brand reflects your company evolution is also important. As roofing companies grow and diversify their services, their brand should reflect these changes, communicating new capabilities and areas of expertise. Technological adaptation also plays an important role. Consumers are looking for companies that are using technology for easy communications, top performing roofing systems, and durable long-lasting installations. The brand can reflect that commitment to using technology in a way that consumers appreciate and make the company relevant in today’s world.
Why is there this need to modernize and reflect the company’s culture? It is part of the bigger market trend that consumers care about what you care about. They are looking for companies that reflect their own beliefs. Following the cultural shifts that are part of changing generations is important. Understanding what is important to your customers and your employees will help determine how you portray your unique culture through your brand.
When we are talking about brand, it includes everything that you are using to communicate with your customers. It can be your logo, website, social media, brochures, business cards, and more. You may not need a new logo, but you need to review your About Us or company information. A full evaluation can help you be sure that all your marketing and communication collateral portray your company’s current mission and culture.
Business strategy changes can also trigger the need for a brand evaluation. Expanding services, entering new markets, or merging with other companies often leads to rebranding efforts. With the recent mergers and acquisitions activity, we are seeing many instances where roofing companies are finding themselves updating their brands and logos to reflect their new business situation.
For roofing companies, maintaining a recognizable and trustworthy logo is crucial for building long-term customer relationships. Updating a logo can also help a roofing company stand out in a crowded market. A unique, modern logo can differentiate a company from competitors, attracting new customers and retaining existing ones.
Finally, it is about business growth. A refreshed logo can signify a new era for a company, aligning with product launches, market expansions, and/or new business strategies. This can energize the brand internally and externally, driving growth and success.
