7 Proven Tips to Build a Brand That Stands Out in the Trades
Standing out in today’s construction market isn’t optional—it’s essential. On a recent episode of the Construction Champions Podcast, hosted by Rod Newsom, marketing expert and entrepreneur Sean Garner shared powerful insights on how contractors and construction business owners can rise above the noise, stop chasing leads, and build a brand that earns attention and trust.
With decades of experience across industries—fitness, healthcare, consulting, and marketing—Garner understands what it takes to go from service provider to industry leader. In this episode, he breaks down the mindset, strategy, and messaging required to stop marketing in fragments and start building a business people remember and refer.
Branding Goes Beyond Business Cards and Billboards
Most construction businesses have the basics: a logo, a website, maybe some Google ads or a billboard. But Sean Garner makes a critical distinction—those are marketing tactics, not a brand. Without a cohesive message tying everything together, your marketing becomes fragmented. You're spending money, but not building trust.
Garner explains that real branding isn’t about listing services or credentials. It’s about clearly communicating the one thing your customer cares about most: the result. What problem do you solve, and how do you make your customer’s life better?
If you're a roofer, your customer isn’t looking for shingles—they’re trying to stop water from leaking into their living room. If you're in HVAC, they’re not buying a system—they’re buying a good night’s sleep during a brutal summer. This subtle shift from selling services to solving problems is where your brand starts to resonate.
When your messaging aligns with what your customer really wants, you stop being one of many and start being the one they remember.
Shift from Transactional to Transformational
Many business owners think their work speaks for itself. But in today’s crowded market, being great at your trade isn’t enough. You have to translate that greatness into a story your customer connects with.
This is where the StoryBrand Marketing Framework comes in. Garner uses it with all of his clients because it reframes your business around the customer, not you. The StoryBrand method helps you clarify your message by positioning the customer as the hero of the story and your business as the guide who helps them succeed.
The 7 Elements of the StoryBrand Framework
Garner walks through seven core elements that help construction businesses create a marketing message that’s clear, consistent, and customer-focused.
1. A Customer
Every good story starts with a character who wants something. The same is true in marketing. Define who your customer is, not just in terms of demographics, but in terms of desire. What are they really after? Peace of mind? A safe home? A quick turnaround without the runaround?
When you know what they want, everything else falls into place.
2. A Problem
People take action when something’s in their way. Garner explains that there are three layers to every customer problem:
External: The obvious, surface-level issue (e.g., “My roof is leaking”).
Internal: How that problem makes them feel (e.g., “I’m frustrated and anxious every time it rains”).
Philosophical: The underlying belief (e.g., “I shouldn’t have to worry about the safety of my home”).
By acknowledging all three, your messaging taps into something deeper. You’re not just fixing a roof—you’re restoring peace of mind and fairness.
3. A Guide
Most businesses make the mistake of casting themselves as the hero. But customers don’t want another hero—they want someone to help them win. That’s where you come in.
A good guide shows:
Empathy: “We know how disruptive a leaking roof can be.”
Authority: “We’ve installed over 500 roofs in this area with zero warranty claims.”
You earn trust by showing you understand the problem and have solved it before.
4. A Plan
People don’t act when they feel uncertain. That’s why every brand needs a clear, easy-to-follow plan. Garner recommends a three-step process that removes friction and shows people exactly how to get started.
For example:
Schedule your consultation.
Get a customized roofing solution.
Enjoy peace of mind with a leak-free home.
A simple plan removes doubt and builds confidence.
5. A Call to Action
Don’t expect customers to guess what to do next. Be direct. Every piece of marketing should include a clear call to action that invites them to take the next step.
Strong CTAs include:
“Book a free estimate”
“Schedule your inspection
Avoid vague prompts like “Learn more” or “Contact us,” which don’t create urgency or direction.
6. Avoiding Failure
If there's nothing at stake, there's no reason to act. Help your customer see what they’re risking if they don’t hire you. Is it another major repair? A higher utility bill? More stress and lost time?
This doesn’t mean fear-mongering—it’s about painting a realistic picture of what could happen without the right help.
7. Achieving Success
Finally, show them what success looks like. This is the transformation they’re buying. Maybe it’s a quiet, comfortable home. Maybe it’s finally getting peace of mind after years of patchwork repairs. Whatever the vision, make it clear, specific, and positive.
When your customer can see themselves on the other side of the problem—with your help—they’re far more likely to take action.
By using these seven elements across your website, ads, sales conversations, and even your truck signage, you’re not just marketing—you’re telling a consistent story that helps customers quickly understand what you do and why it matters to them.
Good Marketing Is Repetition, Not Randomness
Why Consistent Messaging Wins
Garner emphasizes a key principle: marketing is an exercise in memorization. People won’t remember your brand if your website says one thing, your ads say another, and your van says something else entirely.
Your message should show up everywhere:
Website
Social media
Sales calls
Door-to-door scripts
Truck wraps
Billboards
The more aligned these are, the faster people will trust you and remember you.
Stop Competing on Generic Claims
Garner urges business owners to rethink what sets them apart. Being “family-owned,” “high integrity,” or “locally operated” are values, but they aren’t reasons people choose you. Why? Because everyone says that.
Your marketing should focus on your unique value proposition:
What specific result do you consistently deliver?
What promise are you making that others won’t?
Use precious space (like billboards or homepage headers) to communicate value, not vague generalities.
Speak the Customer’s Language, Not Yours
One of the biggest mistakes contractors make is using jargon that only other contractors understand. Your customers don’t care about “roof membrane composition” or “SEER ratings.” They care about comfort, safety, and cost.
Garner recommends listening closely to how customers describe their problems—and then using those exact phrases in your marketing. Even better, analyze recorded sales calls or reviews using tools like ChatGPT to find hidden insights.
Make Data, Not Ego, the Driver of Marketing
Garner shares that too many businesses make marketing decisions based on what they like rather than what works. But in digital marketing, you don’t have to guess. You can test and track:
Which headlines convert
Which keywords drive traffic
Which ads generate calls
With tools like Google Analytics, Search Console, and AI analysis, the answers are already out there. You just have to look.
Watch Out for Cookie-Cutter Agencies
Garner sounds the alarm on large, high-volume agencies that:
Reuse the same strategies across competitors
Offer no market exclusivity
Keep control of your website, ads, or domain
If you don’t own your digital assets—or worse, don’t even know how to access them—you’re giving up control of your brand. Garner’s advice: ask for access to everything, and work with a team that builds a strategy specifically for your goals, your market, and your strengths.
Build Your Brand Now
The best contractors don’t just swing hammers—they build trust. And in today’s market, trust comes from branding that reflects purpose, solves real problems, and connects emotionally.
Sean Garner’s approach is clear: use the StoryBrand framework, speak your customer’s language, build consistency across every touchpoint, and let data guide your strategy. Do that, and you won’t just compete—you’ll dominate.
Want help applying this to your own business?
Download the free Marketing Domination Checklist and see exactly what steps to take to clarify your message, attract more leads, and stand out in your market.
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