Think about the products you buy and are likely to purchase
again. Maybe you prefer driving a Ford instead of a Chevrolet and
drinking Pepsi Cola rather than Coca-Cola. But what causes you to
make these purchasing decisions? Quite possibly, it is because
Dearborn, Mich.-based Ford Motor Co. and Purchase, N.Y.-based
©PepsiCo Inc. have emotionally branded their products.
You can create an emotional connection with your customers, as
well, and it does not require an enormous advertising budget. You
can use your company's history, charitable contributions, a
representative or other means to emotionally brand your services to
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