[Cover Story] Stand Out From The Crowd

Want to cut through the clutter, stand out in the crowd and expand the bottom line? It’s all about your brand. Growing numbers of pest management professionals are taking this approach to promote new, outdoor-only perimeter programs, as well as traditional services and lawn care.

The concept is hardly revolutionary. Many companies — especially large ones — have had branded services for years. But branding does appear to be an increasing trend as pest management professionals look for ways to communicate their unique service offering in a crowded marketplace. Not merely a name or logo, a brand evokes an emotional response, creates expectations and potentially builds customer loyalty.

So, what does branding a service involve, and is it worth your investment?

DIFFERENTIATE, EDUCATE, MOTIVATE. The biggest reason for branding is "to differentiate ourselves from our competitors," says Lynne Frederick, vice president of marketing, Massey Services, Maitland, Fla., which promotes GreenUp Lawn, Tree & Shrub Care® and PrevenTech Commercial Services.® "It’s an opportunity to provide our own unique identity."

"In Florida, we’re in a very competitive and very high bug-pressure state," adds Hulett Environmental Services Marketing Director Greg Rice, West Palm Beach, Fla. In 2003, Hulett unveiled its Healthy Home Program,® an outdoor-only perimeter service for busy families that relies on a wide spectrum of baits to eliminate pests. "Branding is very important to us" and doing so helps set the program apart from others, says Rice.

Branding also educates customers, adds Rick Stewart, managing partner, Stewarts, especially when a service is different from what customers traditionally have known. The Orem, Utah-based company’s Bug Barrier Pest Service, introduced in 2000, is an "outside-in" perimeter program, which is different from competitors’ traditional, "inside-out" services. "Customers don’t love the idea of spraying inside the home and strangers inside the home," Stewart says. Plus, outdoor-only services don’t require at-home appointments with busy customers. The brand helps communicate these benefits.

Branding also may help draw new customers to the market. Stewart says the firm’s residential pest control business has experienced consistent growth since introducing Bug Barrier Pest Service. "It’s opening up a lot more people to the service," a luxury convenience for homeowners who don’t want outdoor pests inside. "It’s the spark to call," Stewart says.

Wil-Kil Pest Control created its
ENVIROGUARD™ residential treatment program in 1994 to appeal to growing consumer interest in environmentally friendly pest control, says General Manager Dale Bauerkemper, Milwaukee, Wis. The company saw an opportunity, he recalls, with employees asking, "How can we approach this industry to provide a service and protect our reputation, the customer and the interests of all?" We are entrusted to "maintain the environment for everyone" and that includes the least intrusive techniques and Integrated Pest Management, he explains. Early on, Wil-Kil recognized the value of the ENVIROGUARD brand, as did Wisconsin competitors who "jumped on the bandwagon," he adds.

Over time, consumers become loyal to a brand, says Massey Services’ Frederick. "Indications from consumers are there’s strong awareness of GreenUp Lawn, Tree & Shrub Care and PrevenTech Commercial Services," she says. "We know it’s working by the way consumers contact us and what they say," which is to call the services by their brand name, she explains. Even Massey team members identify with the brands, with logos featured prominently on vehicles, uniforms, advertising, public relations materials and internal communications.

"[Hulett’s Healthy Home Program] has been very successful in bringing in new customers and retaining existing ones," says Hulett Environmental Services Education and Environmental Affairs Director Ron Box. The program also reduced callbacks by 26 percent. "It’s been a very successful program for us."

BRANDING ELEMENTS. Naming your brand is a tricky proposition. Not only must it epitomize the very essence of your service, but it likely will be used in a logo, truck graphics, mailers, door hangers, Web sites, Yellow Pages ads, print and broadcast advertising and internal communications, among a multitude of other marketing efforts.

A brand name should quickly explain who you are, says Wil-Kil’s Bauerkemper. ENVIROGUARD instantly communicates the company’s mission of environmental responsibility, he says.

"It has to nail the service you do, speak to the customer and mean something," agrees Stewart.

A good brand name is a descriptor, explains Massey Services’ Frederick. As its name implies, PrevenTech Commercial Services emphasizes prevention technology, which is different from competitors’ pest control methods, she says. The firm’s GreenUp Lawn, Tree & Shrub Care offers an individualized approach to yard care with minimal pesticide use.

But, as your service evolves, so may your brand name. Hulett’s Healthy Homes Program replaced its Bug Blockade® offering when weatherized baits made the new service possible. "I think [the new brand name] is more reflective of the type of service we provide today," says Rice. "It resonates more with consumers" who are increasingly concerned about their health and the health of their homes.

A logo is perhaps the most visible piece of a brand’s marketing program. "The Nike Swish is an amazing branding element," Frederick says. "It’s what you strive for in building a brand." Look outside the industry for inspiration, she adds.

And, don’t get too technical with terminology. The brand and logo should connect with consumers and motivate them to call, not cause confusion or their eyes to glaze over. TV ads in particular require a different approach, Rice reminds. "TV is entertainment media." Ads should reflect this while identifying the service brand. He says memorable pharmaceutical ads on network television are excellent examples of brand advertising that provokes a response. In this case, call your doctor. He suggests pest management professionals borrow this brand marketing approach.

Wil-Kil’s award-winning radio ads don’t even mention ENVIROGUARD. "You can always explain your services," says Bauerkemper. "You’ve got to get called first. You can’t expect advertisements to do all your talking."

"Whatever vehicle you use [to promote your brand], don’t skimp on your creative," Rice offers. "If it doesn’t look good, it will be perceived as less."

And before marketing your brand, test it, cautions Massey Services’ Frederick. Focus groups and customer feedback may prove invaluable. Ask, is this really what the service provides? Does it make an emotional connection with the consumer?

IDENTITY THEFT. Branding a service is not without risk. "The biggest challenge is if brands are isolated" from the company name, warns Frederick.

Such was the case with Wil-Kil’s ENVIRO-GUARD. Marketing efforts to support the brand were so successful, customers began writing checks to the brand, which was prominently featured on residential service agreements, literature and in advertising, recalls Bauerkemper. Since then, the firm has taken a new approach: First market the company name, then educate customers on the ENVIROGUARD service offering. "Our customer service representatives are well-educated on the mission of the company" and communicate this one-on-one with clients, he says.

Stewart had a similar experience branding the company’s lawn care service, which customers began to view as a separate company. He pulled this brand because competing with himself was not an option. "We have lots of cache in our company name and [the brand] really did compete," he said.

Many successful brands are closely aligned with the company name, such as Coca-Cola® Classic and Microsoft® Windows. To maintain this link, Massey Service’s PrevenTech Commercial Services and GreenUp Lawn, Tree & Shrub Care logos each incorporate the Massey Services logo. The logos have always been together, says Frederick, but now they physically touch each other.

COST OF BRAND EQUITY. Building brand equity doesn’t come cheap. "It is expensive," says Frederick, but committing to a brand requires marketing continuity and consistency. Massey Services has been promoting its brands for "well over 10 years," she says. "A brand is built over a long period of time." You can’t slap a logo on a service and call it a brand, she reminds. "It’s a long-term investment."

"Once you start, you’ve got to continue" supporting the brand, cautions Rice of Hulett Environmental Services, which has been marketing brands for "years and years." Don’t assume everyone will be aware of your brand after a year, he says. Instead, allocate a percentage of revenue every month to brand marketing.

"For many years, pest control was pest control," says Frederick. As the industry evolves, she notes, services are being given personality through branding, such as Massey’s Pest Prevention® residential program.

Specialized perimeter programs may likely lead the way. "The future is in managing the pest situation from outside the structure with limited exposure to individuals inside the home," says Hulett’s Box. Brands that reflect consumers’ needs and emotions — and deliver on that promise — are one step closer to success.

"I don’t see a lot of downside to branding our service," says Rice.

The author is a contributing writer to PCT and can be reached at anagro@giemedia.com.

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Top 10 Branding Mistakes

Below are the most common mistakes that kill brands. Memorize all 10 and if you catch yourself doing any of them, turn it around fast.

1. INCONSISTENT CORPORATE IDENTITY

A company must use the same name, logo and tag line in every contact inside and outside the company. The company name on the sign out front must match what is on your business card and Web site. How the phone is answered is important and every way a customer might hear about you should be consistent. Consistent means go wide with your efforts. Branding won’t be achieved if you choose to use only one or two marketing avenues to get the word out. Your customer must hear and see all your name, logo, tag line and colors consistently over and over and over in many different ways before you are imprinted on your customers’ mind map.

2. POOR VISUALS (or no visuals)

If you want your company name to pop into someone’s mind be aware that pictures are more "sticky" than words. Have a consistent visual picture and logo that comes to represent your company. For instance when you see the golden arches you know you can get that same consistent hamburger and fries. Create a strong company visual image (logo) and make it known.

3. NOT TRAINING EMPLOYEES

Think of you employees as potentially walking, talking billboards. Pump them up about the name, logo and tag line — train them to be community ambassadors in your marketing campaign. Reward them when you find them doing it right.

4. FAILURE TO TRACK BRANDING EFFORTS

Every time someone calls your company (or franchise, branch office, etc.), the person on the phone should gently probe for how they came to call your company (saw your ad on TV or heard it on the radio, a friend said this was the best place, etc.). Record the answers and keep a master list. This data should direct future marketing.

5. NOT USING EXISTING CLIENTS FOR BRANDING

The best marketing tool in your arsenal is word-of-mouth advertising. Ask your clients if they will join you in getting the word out — ask for their opinion about your services; ask them what they think your company’s greatest strength is — and ask if you can quote them in brochure or ad.

6. LETTING MARKETING MATERIALS GET STALE

Many businesses make this marketing mistake but it’s particularly true for small businesses (i.e., pest management firms). They decide to have a company brochure and pay for design and then order 10,000 copies, which takes them seven years to use — but they refuse to get a new brochure until all those are gone! Order smaller amounts and re-do them more frequently. Don’t use the same television or radio ad for three years — when your materials are stale, people ignore them and tune out your message.

7. FAILING TO FOCUS BRANDING ON THE CORE SERVICE

If you want your branding to be successful, decide what your one core service is and target your marketing to that primarily.

8. NOT HAVE A TAG LINE THAT IS BELIEVABLE

If the tag line doesn’t match the reality for you consumer, they will not believe it and they will kill your marketing efforts with negative word-of-mouth comments.

9. FAILING TO "GRAB" THE PUBLIC WITH YOUR TAG LINE

Good tag lines are usually three to six believable words that match your core services AND has great appeal. When Avis came up with "We Try Harder" they were telling the world, "We know we aren’t #1 in the business but we are going to really try to beat those big guys out." It made American consumers smile because we have all been in the position of trying to beat someone out in one way or another and we support a hard-charging underdog.

10. NOT KNOWING WHERE SUCCESSFUL BRANDING STARTS

Successful branding starts inside your company. Only you know your core service. Only you and your staff deliver the message. Talk to your clients often. Only you can catch an employee being a good ambassador and reward them for it. Only you can ensure consistency in use of name, logo and tag line.

Source: Precision Intermedia, Fortuna, Calif., www.precisionintermedia.com