StoryBrand Marketing for Regional Home Services Contractors

Rapid growth created confusion for leadership, employees — and most critically — the clients.

When Gorjanc Home Services  said, “Help, we’re confusing our clients!,” it took every part of the Aespire marketing framework to clarify their messaging and tell a meaningful story, to their customers.

Building a Home Services Sales Funnel that Works

Independent and family-owned home service businesses have a tough time competing against private equity-backed competitors in a market. We knew we had to be intentional and agile with our marketing, but we didn’t know how.  That’s when we called Aespire. — Phil Gorjanc, President

The Business Case

Too Many Company Names Creates Confusion

Brand Strategy:

Research and StoryBrand Messaging for Brand Clarity

Beginning by measuring brand perception, Aespire guided the leadership team at Gorjanc Home Services through a process to refresh and renew the company culture, recruiting, and customer experience through the StoryBrand framework.

Gorjanc relaunched with an updated identity, design resources, and a powerful digital marketing platform that continues to create demand, drive sales, and fuel growth.

To help the leadership and all the employees understand their current and aspirational identity and measure what makes their approach to serving their customers distinctive, Aespire recommended three steps:

• Guide the team through the Clarity brand strategy framework
• Eliminate the acquired company names and unify the companies as Gorjanc Home Services; and
• Create a unified and clear message that equips every team member at Gorjanc to consistently share who Gorjanc is and how they keep customers comfortable in their homes.

After the entire Gorjanc team participated in a process to measure individual and objective brand personality, the brand perception research revealed characteristics of a mature brand that exemplifies a customer-focused organization:

• A brand that is considerate and diplomatic in nature, valuing behavior that is cordial and respects the customer’s expectations;
• A brand that will go to great lengths to ensure that there is a positive atmosphere where people are comfortable and satisfied;
• A brand that enjoys situations that enable considerable interaction with customers and stakeholders;
• A brand that is determined and resilient, enjoying overcoming day to day obstacles and challenges;
• A brand that will emphasize its reliability and reputation.

Outcomes:

Creating a Customer-Focused Story

Like so many companies, Gorjanc realized the story they told their customers was about Gorjanc’s capabilities and services instead of focusing on why their customers buy, what their customers need, and what they value in a safe and comfortable home for their family.

Aespire guided the leadership team using the proven business storytelling model, StoryBrand, to develop a brand narrative that captures:

• Who their customer is and what they want;
• Clearly defined problems their customers want to be solved;
• Why Gorjanc is the preferred choice for the solutions; and
• What the customer’s life will be like after they choose Gorjanc.

“Aespire continues to help us clarify and simplify our messaging so that everyone on our team can easily understand it and communicate it to our clients. — Phil Gorjanc, President

A Clear Path to Business Growth for Home Service Companies

“If we try to compete, we'll get crushed. Instead, Gorjanc Home Services relies on Aespire as an essential part of our team to outmaneuver our competition. 

With Aespire's guidance, we're using the right mix of digital marketing and brand strategy that keeps us focused on the customer, their needs, and exceptional customer experience. We rely on Aespire Marketing to help us outperform private equity-backed and corporate-owned home service companies, and it's helping us win in the marketplace. We have a clear path going forward.” — Phil Gorjanc, President