Plumbing branding is more than logos and color schemes; it’s about establishing a branded online presence through E-E-A-T and reputation. However, branding is also about establishing trust with your target consumers.
A branded plumbing company is the company someone calls in an emergency and the company they think of when a more significant plumbing issue arises.
But how does branding for plumbers work? And how do you build an established brand for your plumbing business?
Here are some tips from Plumbing Webmasters, along with examples.
Key Takeaway
Plumbers can build a brand by demonstrating experience, expertise, authority, and trust (E-E-A-T) through their online presence (website, business listings, and social signals).
What is Branding for Plumbers?
Branding for plumbers is a marketing concept aiming to develop a plumbing company’s perception as consumed by potential customers and the public.
For example, a well-developed brand can reflect trustworthiness, popularity, and specialization.
Managing Your Plumbing Brand’s Reputation
Trust is perhaps the most crucial commodity for building a brand.
Sure, you want a name, logo, or slogan everyone can recognize. But more importantly, you want a reputation for quality work/service to accompany that logo, name, or slogan.
Online reviews are the best way to build up your reputation in the digital age. Did you know that 56% of consumers read at least four online reviews before purchasing a product or service?
It’s clear that your online reputation is an essential form of branding for plumbers, and here are some examples of how you can bolster and manage yours:
Get Listed
First, list your plumbing business on all major business directories. The most prominent ones include Google Business Profile, Yelp, Angi’ and HomeAdvisor.
Your GBP and Yelp listings will likely show up directly on Google search results for your brand name.
Ask for Reviews
If asked, most people will leave a review after a job is done. Remember to request feedback from your customers both online and in person.
Use a software tool like DataPins to automate requests through SMS and email, but don’t stop asking in person.
Respond to Reviews
These days, people expect a reply to business reviews. Over 68% of polled consumers say they expect responses within three days.
Replying to reviews (good and bad) shows customers that you care about their experience and helps build trust.
Your Google Business Profile (formerly Google My Business) is one of your brand’s most visible representations.
Establishing Digital Brand Signals
In the era of AI content, Google has sought new ways to distinguish legitimate plumbing companies from spammers and marketers.
One of the most effective methods they’ve found is judging websites based on E-E-A-T criteria, which stands for expertise, experience, authoritativeness, and trustworthiness.
Below, we’ll outline some of the most impactful ways to increase your plumbing website’s E-E-A-T through digital branded signaling.
Showcase Recent Plumbing Jobs
Providing evidence of real plumbing work in specific communities is one of the most innovative ways to showcase experience and expertise.
Our software tool, DataPins, helps plumbers achieve this through pins, which consolidate various digital signals like schema markup, geo-coordinates, job images, and mini-maps onto your web pages.
When Google and its users see tangible proof of your services, it acts as a digital hand raise for your brand.
Include Award Badges and Business Affiliates
Your website should include award badges your plumbing business has earned from credible institutions, such as PHAA and Yelp.
Institutions like these usually email you a link to their badge in HTML form so your web developer can embed it into your website’s header or footer.
Linking to credible business affiliates or partners, such as suppliers or manufacturers, is another way to demonstrate credibility through association with these trusted platforms.
Earn Branded Searches
Google and other search engines track how frequently users search for your brand name on their platforms and use this information to assign value to brands.
For example, if your customers and prospects search for [Jim Bob’s Plumbing Services] after hearing about your company from another source (like social media or word-of-mouth), it can increase your rankings for plumbing keywords like [plumbing services].
Diversifying your promotional strategy through social media platforms and community engagement can increase these branded searches, resulting in robust digital signals.
Immersing Your Brand in The Community
If possible, get involved with the community. Being present among the people you service (and want to service) is perhaps the best strategy for branding plumbers.
It goes hand-in-hand with building a good reputation but is more hands-on than review management.
For example, you could sponsor:
Local Sports Teams
Plumbers all over the country use this tried-and-true method.
Sponsoring Little League sports in some capacity (uniforms, equipment, food, etc.) is a great way to make yourself known in the community and network with people who need your services.
Local Charities
Some communities are built around shared beliefs. As a plumber, you can become involved and start building your brand by donating to popular charities in your area.
Local Activity
Getting involved isn’t just about giving your money. A person’s time is just as valuable, if not more.
By being active in local activities, you stand to make a great impression on your community members.
This could mean being on the PTA, school board, or chambers of commerce or participating in local leisure activities.
Crafting a Brand Persona
This step involves naming yourself or having your logo become synonymous with something that resonates with the members of your community.
We’re not suggesting you try to portray yourself as something you’re not. However, highlighting a commonality with the local market can go a long way in branding plumbers.
Here are some examples of what we mean:
The Metro Plumber
If you operate in a densely populated metropolitan area, become the “Big City Plumber.”
Your business name, logo, or slogan should convey that you understand what it takes to deliver premium plumbing service in a hectic, fast-paced environment.
The Religious Plumber
You can build an entire customer base based on shared beliefs. Some plumbers opt to share their faith through their brand.
Consider including a religious symbol in your logo, a bible verse in your slogan, or a spiritual reference in your business name.
The Athletic Plumber
Oklahoma is a big college football state.
People there are passionate about their teams, and some contractors in the area have capitalized on this by using popular team colors in their logos or otherwise referencing sports teams.
If you live in a big sports town, consider taking the “local team” approach to plumbing branding.
Establishing Brand Values
Many companies rely on nothing more than the merits of their service to build a solid brand.
Think about what you are good at or what your company does that no other plumbing company does.
Consider what you bring to the table for the customer or what makes you stand out from the competition.
Here are some examples:
Responsiveness
Do you pride yourself on responsive service? Highlight this fact in your plumbing branding.
If consumers need to fix their plumbing services fast, you will be the brand to call every single time.
Luxury
If you specialize in cosmetic plumbing services, consider touting yourself as the plumber who can glamour kitchens and bathrooms.
A fancy font, regal colors, and an elegant-sounding name can convey to the customer that you do beautiful plumbing work.
Versatility
Some plumbers pride themselves on their ability to do extensive commercial and residential work. If that sounds like you, then you have an excellent branding angle.
Consider a memorable plumbing slogan like “Big or Small, we do it All!”
Final Thoughts on Plumbing Branding Strategies
Building a plumbing company brand cannot be achieved overnight, but there are steps you can take to begin the process immediately.
For example, utilizing DataPins, The Map Ranking App, to showcase recent jobs on your website and validate them through schema and geo-coordinates is an outstanding way to build your online brand.
As you consistently engage in good branding habits over time, you will begin to receive credit for your collective efforts.
While the old-school definition of branding still applies in part to local plumbing companies, today’s plumbing brand must expand to digital signaling to achieve engagement on search engines and social media.
