October 10, 2014 | By RGR Marketing Blog

How Are You Marketing Your Solar Installation Business?

 

Apple. Harley Davidson. NASCAR. Coca-Cola. The list of brands that consumers will proudly display as bumper stickers on their vehicles is a short one. What do these brands all have in common? It’s called brand equity. But what exactly is it?

Brand equity is defined by Investopedia as “the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent.” But brand equity is about more than just higher profit margins.

The public trusts brands with great brand equity. They’re happy, even proud to patronize these businesses because they perceive them to be a cut above the rest. They know that when they purchase from a trusted brand, they’ll get quality products and great service, and on the off chance that something goes wrong, they know that the issue will be addressed to their satisfaction.

Brand Equity Means Greater Profit

As noted by Investopedia, brand equity allows businesses to boost their profit margins, because customers are willing to pay more for their offerings than those of a competitor. But that’s not the only reason why this intangible business asset boosts profits. Clients of brands with solid brand equity are also more willing to recommend their favorite companies to family and friends, leading to word of mouth business that comes your way absolutely free.

When it comes to brands with truly great brand equity, clients aren’t just willing to spread the word; they’re proud to do so. Take Apple computers, for example. Apple buyers are frequently seen with bumper stickers bearing the company’s iconic logo, and many purchase every iteration of the company’s ubiquitous mobile devices as soon as they hit the market. Some are so eager to be brand evangelists, that they can come off as a bit crazy to PC lovers or Android enthusiasts. Simply put – that’s the power of brand equity.

Building Apple-style brand equity is a tall order for a small- or medium-sized solar provider, but even the smallest business can benefit from brand-building efforts. So how can your solar business build better brand equity?

Become a Thought Leader

Educating customers and potential clients is a wonderful way to build goodwill and credibility for your solar brand, and there are several ways to do this. You could offer seminars on the latest developments in solar technology, but focusing your efforts online might provide a better ROI. On the Internet, you can create a webinar that will benefit not only those in virtual attendance, but also those who watch the highlights after the fact.

You can start a solar blog, and use it to tackle a wide array of news items and frequently asked questions. Address each topic in a way that’s easy to read, entertaining, and most importantly, share-worthy, and your brand will begin to establish itself as an information powerhouse worthy of your customers’ loyalty.

Your Word Is Your Bond

True integrity sets a business apart. When a business develops a reputation for unfailingly making it right when things go sideways, clients will be much more willing to trust that business, and they’ll jump at the chance to refer their friends.

Image Matters

It may seem superficial, but visual appeal goes a long way in establishing brand equity. You may not be able to custom-design your own solar panels to have more visual appeal, but you can certainly make sure your work vehicles, employee uniforms, and logo are on point. Leaving a visually striking company sign in clients’ front lawns after you’ve performed a solar power install is another great way to extend your solar installation business's brand in the marketplace.

After all, having a well-designed and consistent brand image across multiple forms of media makes a brand more credible.

Find Your Calling to Define Your Solar Installation Business

One of the most appealing aspects of the solar business is that every solar company is already on a mission to provide clean, affordable power to the masses. That said, it doesn’t do anything to distinguish your business from the competition, as all your competitors are also fighting the good fight in the same respect.

To differentiate your company from the competition, it’s a good idea to have another goal: a side-quest, if you will. Yours could be donating a percentage of profits to a charity close to your heart, or buying baseball equipment for kids who want to play, but can’t afford the gear. Philanthropic undertakings make you feel great while helping your fellow citizens, plus they’re wonderful PR.

 

If you're in the solar installation business and have not yet considered purchasing high quality solar leads as part of your marketing strategy, you could be missing out. Learn more today.

[Photo Credit: John Utter]

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