Maybe they updated an older logo and launched a commercial campaign to promote their new branding. They might have unveiled a completely revamped website with a large promotional campaign or contest.
That’s fine and good for some companies, but what does a rebrand—specifically a digital rebrand—mean for home services businesses like yours? Plumbers don’t need a catchy brand slogan (but kudos to you if you’ve got one) or a cutting-edge logo to get local business. What you do need is a professional online presence that reflects your company’s skill, reputation, and credibility. When a homeowner is standing in several inches of water in her basement, we can almost guarantee she’s calling the first highly-rated plumber she can find online.
Most plumbing businesses start off choosing a logo for their truck wraps and setting up a website and maybe a few social media profiles. Years later some realize they haven’t been able to devote time to much else when it comes to digital marketing—and that’s understandable, right? You’re managing your guys out in the field, making sure trucks are maintained, overseeing the schedule, and taking care of the million other things it takes to run a successful plumbing business.Â
This was the case for Wyatt Works Plumbing, a family-owned business that had a strong local reputation but lacked a digital presence to back it up. We worked with them to develop high-quality digital videos to show prospective clients the people behind the brand, showcase their expertise from 35+ years in the industry, and instill trust in their services.
The reality is that even though you may not have time to worry about digital branding, you still need to. And if your marketing has long been stagnant or your digital presence untouched, it might be time for a rebrand. It’s important to make sure you’re choosing to rebrand for the right reasons and then lay out a plan to update every piece of your digital presence.
According to Verified Market Research, the home services market is expected to grow by nearly 19 percent every year through 2026—that’s definitely good news, but that also means more competition. Plumbers and other service providers in your area are vying for the attention of the same homeowners. How many homeowners already know about your brand? How many do not know you exist? Is your current digital presence and online activity—things like paid ads, social media updates, and review generation—enough to put your brand in front of a homeowner when she needs you? In this market, it has to be.Â
Every marketing firm will recommend a new logo design and website updates but there’s so much more for a home services business like yours to consider. When homeowners are hiring a plumber, they want a well-reviewed company that can respond quickly and fix the problem thoroughly. Unfortunately, when a pipe has burst or the basement’s flooding, a homeowner is just not going to be doing comprehensive research to inform her pick for a plumber. She definitely won’t be comparing and contrasting which plumber has the best website. She’s going to call a friend or family member for a recommendation, do a quick online search, or look up the name of a company she recalls from seeing a recent ad.Â
Here are some reasons why you should consider a digital rebrand for your plumbing business:
Maybe you have a dedicated marketing specialist in-house. Maybe you have enough marketing know-how to get started on your own. But here’s the thing: If you do it right, a digital rebrand is a significant undertaking. It’s not just hiring a designer to create a new logo and updating your website. It’s taking a step back and assessing every aspect of your online marketing as well as your offline activities and print media.Â
This list will help you think through every aspect of your plumbing company’s digital brand.
Changes to your visual brand will touch many areas of your business. Make a list of everything that will need to change, from your website and social media profiles to offline marketing pieces like business cards, truck wraps, and office signage. While you will prioritize those items that have the most immediate impact on your brand first, you won’t want to forget the details, such as your email signature. The point is that consistency is important.
Are you monitoring what people are saying about your business online? You can’t successfully rebrand without auditing your digital reputation, from social media sites to home services platforms like Angie’s List, HomeAdvisor, and Thumbtack.
Listen to what your clients and employees are saying about your business online. Also, listen to their experiences with other plumbers. What do they want from a local plumber? What is frustrating to them? What types of experiences prompted a positive review?Â
We mentioned that when homeowners have an emergency plumbing situation, they are doing quick work on their phones to find a reputable plumber. So often, that decision will be swayed by the number of little yellow stars next to your name in a search result. If you’re not already running a review generation campaign, you better start.
Your digital rebrand should not focus solely on generating new clients, but also new employees. Does your brand highlight your company culture? Does it showcase your current plumbing technicians on the job and give prospective employees a sense of what it’d be like to work for you? Employer branding needs to be part of your rebrand.
Here’s our advice: Remember that digital branding is a muscle that must be continually worked. A rebrand for your plumbing business won’t happen overnight and will require ongoing maintenance and monitoring. Take the first step by running through our checklist with your team or on your own, and make a list of action items you can start with, like sending a review request email to the clients you served last month. And if you run into any roadblocks or questions, feel free to reach out to our team.
