Holiday hardships that Trade and Industrial Service businesses can avoid

The businesses that move forward are the ones that know who they are and show it clearly. Your brand story and visuals are the path that carries you ahead of the competition.

Businesses should lean on their visual brand and story to get ahead of the competition and start the new year on the right foot.

In addition to the “Happy Holidays” Social post and email, you should tell the story of your business. In a sea of “season's greetings,” and “Happy New Year, " it is very easy to lose traction with your audience and start the year at square one. The most important thing to your audience isn’t just your services, it’s if your story connects with them. And that connection is what makes your business stand out.

The last month of the year should be a push for connecting with your audience. Holiday deals are great, but as we all know those referrals are what get people in the door. When your past clients refer you, that potential client knows nothing about your business. Yes, your “incredible work” is the reason you were referred. But what guarantees that they will get that same level of service? Where can you meet them where they are to connect? These are questions that should be on your mind during the holiday season. Because the real gift isn't Google reviews. Those are great to have, and excellent for your SEO. But the gift you need are bookings for January 1st that were made on December 23rd.

People choose businesses they feel connected to. Your visuals, your story, and your tone shape that connection long before a conversation ever starts.

Without a connection to your audience, you are just another service provider in a Google search

Prospective clients know they need a service, but they don’t know why they need it. On top of that, they don’t know what specific service will solve their problem. Remember that you are selling a solution. Tying all of that together is simple…. Make it a part of your story. And tell that story in a way that will connect with your audience, which a strong visual brand can do.

Your visual brand is not only a logo, it’s also how every visual element of your business communicates who you are to your audience and potential clients. If that is not strong enough, you’ve lost a key tool to grow your business. A tool that is very much needed to stand out from your competitors.

Getting ahead isn’t about working harder. It’s about preparing smarter. A clear brand and a focused message help you step into the new year with momentum and confidence.

4 Things to do right now to get ahead of the New Year:

1: Do a visual audit.Take stock of everything that is external-facing in your business. From signage to social media, make sure everything identifies with your brand and communicates that effectively. A weak website, lacking visual clarity and a confusing user experience, is the best way to lose leads. If your site is in bad shape, maybe it's time to think of an upgrade.

2: Check your story.What do you stand for? Does that translate through your phone calls, emails, and team members' conversations with clients on sites? When you post on social media, does that come across? Is that prominent on your website? If you answered “no” to any of these questions, it’s time to think of why and what the next steps are.

3: READ your reviews.Don’t just look at them, read them. They are giving you clear insight for your path forward. Even a perfect review can give you insight into things that may have fallen short. It’s easy to address the negative reviews. A copy-and-paste apology is a great band-aid, but will you actually implement it into your business moving forward?

4: Start booking today.Yes, you heard me, start booking right now. January 1st will be here in a snap, and you need to be ready to connect with clients on January 2nd. Schedule your monthly check-ins, send quotes, and schedule consultations. Get it done before you take your holiday break, so you are ready to go when everyone is back in the office.

Strong branding is strategy. It’s the plan that guides how people see you, trust you, and choose you. Preparation today sets the tone for the clients you bring in tomorrow.

Are you prepared to attract more clients next year?

Feeling prepared and being prepared are 2 different things. Before you started reading this, you were probably feeling prepared. But now that you have a better understanding of what you need, are you prepared?

Attracting more clients is easier than maintaining clients once they are on board. Getting the contract signed may have been a short hassle, but how are you going to move them through your process and leave them in a better position than they were before? 

So, the project is done, and the check has cleared. The work is incredible, and you can stand by it. But what about the referrals? Will that client really tell a friend about you and do a Google review? There are plenty of touchpoints to check off your list. You just need to choose one or two of them and get them done.

Figure out where your clients live and occupy those spaces. Your everyday consumer lives on Instagram and Facebook. Do a few posts a week that show your process, not only the final product. Provide tips and tricks, or “something to think about” posts that will get quick engagement and stay on their minds. 

Your brand is an investment, not a sprint. Take the time to refine it with intention. Rushed decisions cost more than doing it right the first time.

Change isn’t challenging, but rushing is costly

Now that you have an idea of what you need to address to start the new year strong, it’s time to implement. If your website was thrown together in a rush, it's time to think. 

Something is better than nothing. And when your website first launched, you just needed a place for potential clients to find you and contact you. You are past that now. You have clients and, hopefully, a little cash in the coffers. So it’s time to seriously invest in your brand.

This can be a color refresh on your site, or completely reworking it to funnel in more clients. If your team members are showing up to sites in faded company shirts with patchy logos, it’s time to think of an investment. Doing it right today saves money tomorrow. 

Investing in your visual brand early in the year gives you more time to make changes and more chances to gain clients. Everything doesn’t have to change at once. Replacing the logo on your website can come before re-wrapping your company truck. Slow implementation often results in better brand awareness and client retention. So don’t feel overwhelmed if you find yourself needing to rebrand or start a brand. Slow and steady wins the race.

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If you’re ready to strengthen the way your business is seen, Mind the Pixels can guide you through that process with clarity and purpose. Brand strategy and visual identity are our specialties, and we approach each partnership with care. Visit mindthepixels.com to explore our work and connect with us to see if we’re the right fit for your next chapter.