When it comes to HVAC marketing, branding is essential.
To begin this process in such a saturated market, HVAC businesses must identify their value proposition. A value proposition is a statement that clearly conveys the value that a consumer will receive by choosing the good or service that a business is selling or providing. It is the promise that this particular good or service will provide more value to consumers than they would otherwise receive if they sought out the competition.
Taken a step further, it’s also important to note what a value proposition is not. A business’s value proposition is not its tagline. It is a brand’s manifesto, with its main message answering one simple question: “Why should a customer choose this particular business?”
There’s only one way for businesses to start identifying their unique value proposition; that is, small businesses must sit down and do some introspection. When an HVAC brand first hits the drawing board, it should start with answering the following questions:
- Who is the target audience and what are their needs?
- How is the business’s product or service relevant to that customer?
- What are the benefits of the business’s products or services?
- What are the reasons a consumer would buy this product or service?
Through these questions, a small business owner can begin to evaluate the brand and its ideal customer, as well as the relevance and the value of a particular product. The last, and often hardest, question is: how is one business’s offerings different than the competition’s offerings?
Now, let’s be clear—to differentiate itself, an HVAC brand can simply assert that it does better work than the competition. The catch, however, is that if a business states this, it will need to live up to its promise. And often times, “better work” is subjective and not something upon which a business owner wants to base a brand’s value.
For example, an HVAC brand’s value proposition could hypothetically read: “Honest and highly trained HVAC professionals, ideal for busy families needing flexible appointment schedules without the added fees.”
Once an HVAC brand has completed this analysis, it’s time to to write a value proposition that uses simple language—enabling consumers to read, process and fully understand it in seconds. Let’s say a hypothetical HVAC brand determines that its value lies in honest and well-trained employees—employees who can be trusted to get the job done, without interfering with customers’ busy lifestyles. They differentiate themselves by scheduling appointments for no extra accommodation fee. So, Hypothetical HVAC Brand’s value proposition could read: “Honest and highly trained HVAC professionals, ideal for busy families needing flexible appointment schedules without the added fees.” The HVAC brand’s logo should then be designed to visually capture as much of the value proposition as possible.
A lot of small businesses do not understand the importance of going through this exercise and properly integrating a value proposition. Small businesses will need to take a hard look at things, such as worth and relevance of their product, to clearly identify what differentiates their company from the competition. Then, this key portion of a brand’s identity can be the guiding force of all touchpoints between a small business and its clients going forward. When crafted, HVAC businesses can use a value proposition on their websites, in print, on their social media platforms—you name it. A value proposition can act as employees’ mantra, as well as a CEO’s elevator pitch. Simply put, crafting a value proposition is worth a company’s time. Many brands are already glad they did.