Crafting Your Service Brand: Creating a Lasting Impression on Customers

SummaryOn this episode of Service Evolution, host Shawn Black is joined by Jim Robinson, CEO of CGP Maintenance and Construction Services. Jim is also an author, speaker, certified business coach, and chairman of a nonprofit. Throughout the episode, Shawn and Jim discuss the importance of how service businesses brand themselves. The pair covers branding success stories, challenges, and advice that every business can learn from, whether it’s part of the service industry or not.Show Notes(1:10) Introduction(2:59) What Inspired Jim to Start a Service Business(5:11) The Importance of Brand Image(12:07) Using Core Values to Keep Your Brand Consistent(14:10) Challenges with Branding a Service Business(19:46) Measuring Success with Your Brand(23:36) Common Mistakes When Branding a Service Business(26:21) Advice for Standing Out from the Crowd(28:32) Incorporating Customer Feedback(31:38) How to Stay Current with Marketing Trends(35:53) Keeping Your Service Brand RelevantLinksShawn BlackJim Robinson CGP Maintenance and Construction Quotes“So we got a lot of traction just based on that because it was truly aligned at my core with what I wanted to do with the rest of my life—be the CEO of a lot of fixers. And that’s really how we started.” - Jim Robinson, (4:16) “You really have to come up with whatever that brand is as an identity piece. That’s really important because that represents [you] when you can’t talk to somebody.” - Jim Robinson, (8:02)“We meet needs and wants. And if you deliver on those consistently, that becomes your brand.” - Jim Robinson, (10:41)“I was able to build a business very quickly, but it’s not sustainable until the team is there. And you’ve got to be able to trust your team. You’ve got to be able to grow the team. And that became my number one priority in a very short order.” - Jim Robinson, (24:56)“Being in business isn’t about being in business. Being in business is about impacting. And Impacting lives is very intentional for us…And it’s recognized by our clients. And we’re well known, certainly in our space of service in the facility side. We’re known across all verticals in that space. They just know who CGP is. We’ve been around a really long time, and they know we care for our people.” - Jim Robinson, (29:07)