What Kind of Roofer is Janet?

“Janet. This is my friend Mark. He’s the one who made your proposals look so great.”
“Thank you Mark, I hardly recognized myself.” Mark chuckled.
“No problem, Janet. Mike says you have a great business, but you may need some help with your branding and marketing.”
“Branding! Isn’t that for much bigger companies than mine?”

“Every business has a brand. Your brand is how people perceive you. Without any other clues, people will think about you based on their experience with others like you. From what Mike says, you are different than the others and there are distinct people you like to work with. Consciously working with your brand, helps people see you for who you are. You’ve been in business for 8 years, right? You have many happy customers?”

“They call us back when they need more work done, but of course that doesn’t happen often.”

“Do they refer you?”

“Sometimes, I think.”

“Do you ask people how they heard about you when they first call you?”


“That’s a start. You need to know how people are coming across you. Secondly, you need to make it easy for happy customers to refer you. But these are tactical questions. First, we need to figure out what kind of roofing company you are and who you like to work with.”

“My favourite is helping people who are having a tough go of it to get a warm safe home.”

Mike and Mark looked at each other. “Janet, it’s awesome that you want to help people, but you can’t build a business helping people who are not able to pay. That doesn’t mean you can’t help them, only that your business needs customers who can pay. Maybe you could get involved with Habitat for Humanity.  They need skilled people with tools to help. Your business can support them; but it needs to be a business making money, first.”

Janet looked at Mark and Mike. She had been giving this a lot of thought and had come to some conclusions. Should she share them? She took a deep breath and plunged in “I think I’ve realized that I need to hear people appreciate the work we do as well as pay for it.”

Mike smiled. “Everyone needs to feel appreciated. Recognize that and work with it.”

“Mike, you really listened to people and made sure we addressed their specific concerns.I feel really good about the work we’ve been doing lately and it’s great having more money, too.”

“What do you think, Mark? The Roofer who listens? Your Roof, your way?”

“The Careful Roofers”

“I like that. We are careful.”

“And you care for your staff and the community.” Mike added.

“What name are you using now? It just says Roofer on your truck.”

“Some people are uncomfortable with women as roofers.”

“But you don’t want to work for them, do you?”

“I don’t want to exclude people. I will work for anyone who needs us.”

“Be who you are and let people chose you because of who you are instead of who they think you are. I would think being a crew of women and calling yourself the Careful Roofers would attract certain people.”

“But not everyone.”

“Exactly. Why would you want to work for someone who is not happy having you working for them”

“Mike said you wanted to see a bunch of my estimates.”

“Yes, I would like to put together a branding package for you.”

Mark showed Janet some branding projects he had done for other clients. Among them was various pieces for a Ed’s Garage: blank estimate form, invoice and flyer, all with the same logo and colours.

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