The Most Dangerous Lie in the Trades
There’s a lie home service business owners keep telling themselves:
“If you just do good work and treat people fairly, your business will grow.”
Is that a solid foundation? Sure.
But it’s not enough. Not anymore.
If you think a clean truck, a decent logo, and a polite team are the keys to success, you’re missing the real reason customers remember you.
You’re blending in.
You’re boring.
And in this market? Boring is dangerous.
Your Work Isn’t Your Brand
You might be the best plumber, HVAC tech, or electrician in town. Your installations are tight. Your team is clean-cut. Your jobs pass inspection every time.
That’s the minimum.
Customers aren’t snapping photos of your textbook water heater install. They’re not texting their neighbor about how perfectly you calibrated their mini split.
They remember the experience. The feeling. The story.
So the real question is: What story are you telling?
Vanilla Brands Don’t Spread
Your brand shouldn’t just look professional. It should have a pulse.
People don’t talk about the generic company with the gradient logo and a forgettable slogan. They talk about the one that made them laugh, made them think, or made them feel something.
If your brand doesn’t stand for anything, it stands for nothing.
Why So Many Trades Businesses Play It Safe
The trades are full of folks who were taught to keep their heads down and just do the work. Don’t brag. Don’t make noise. Put your name on the side of the truck and let referrals roll in.
That might’ve worked 20 years ago. Not anymore.
Your customers are scrolling Instagram. Watching TikToks. Reading reviews. Comparing every option.
If all they see is another navy blue logo with a wrench in it? You’re a commodity.
You Don’t Need to Be Loud. You Need to Be Memorable.
This isn’t about being outrageous for the sake of attention. It’s about standing for something that matters.
It could be:
- Humor
- Honesty
- Craftsmanship
- Environmental values
- Treating your team like family
Whatever it is, make it part of your brand. Make it clear. Make it visible.
Real Examples of Unforgettable Brands
- A septic company that leans into humor: “Your poop is our passion.”
- A plumbing company posting short-form, educational, funny videos.
- An HVAC team that puts employee names on every ad so customers know who’s walking in.
- A local electrician who includes a handwritten thank-you note with every invoice.
None of these require a celebrity endorsement.
All of them make people say: “Huh. That’s different.”
Your Brand Is Built in the Small Stuff
Every interaction is a branding opportunity:
- The way your team answers the phone
- The tone of your emails
- The style of your trucks
- The design of your invoices
If your default answer is “just use whatever,” you’re leaving value on the table.
The Real ROI of Being Interesting
A strong brand doesn’t just get you noticed. It gets you remembered.
And when you’re remembered, you don’t always have to be the cheapest. You’re not just another name on a quote sheet.
You’re:
- The company that made them laugh
- The one their friend wouldn’t stop talking about
- The brand that felt human
Hot Pink, Black, and Not Playing It Safe
Hot pink and black stands out. Another gray-and-blue brand? Not so much.
I don’t always get it right. But you won’t forget me.
My biggest pet peeve is when brands play it safe or compete on price to stay relevant. That’s not a strategy. That’s a slow death.
If you say you want to stand out but are too scared to take risks? Starting a business is risky. Blending in is even riskier.
Your brand doesn’t need to be for everyone — but it needs to stand out from everyone.
If you give an amazing experience from first call to final follow-up, you can charge what you’re worth. Nobody remembers a boring business with boring techs. You’ve got to push to excel.
Cutting Corners Cuts Credibility
Going above and beyond for the customer experience from start to finish isn’t optional.
Technicians should take pride in their work. Owners should set the bar and keep it there.
The moment you cut corners to save money is the moment your reputation begins to sink. Poor work now leads to expensive problems later — in rework, bad reviews, and lost referrals.
It’s not about being fancy. It’s about being trustworthy at every turn.
Build a Brand That Stands Tall
The only way to stand out in a crowded space is to really stand out. Think 6-foot-8 stand out.
You don’t need a marketing degree. You need guts. You need clarity. And you need to stop doing what everyone else is doing just because it’s safe.
Bold Brand Checklist
Use this list to audit your brand:
- Would your truck wrap get a stranger to stop and look?
- Does your website actually sound like you?
- Is your team proud to wear your gear?
- Are your social posts engaging — or just stock photos and coupons?
- Can customers explain what makes you different in one sentence?
- Would someone recommend you just based on how it felt to work with you?
- If a competitor copied your brand tomorrow, would anyone notice?
If you answered “no” to more than two or three of these, that’s your roadmap. Most of your competitors aren’t even asking these questions.
Final Word
Being boring might feel safe. But it’s the riskiest move you can make.
You’re not just competing on quality anymore. You’re competing on attention.
So stop blending in. Stop hiding.
Build something people talk about.
Make your brand unforgettable!
