As a plumbing company owner, you understand the value of effective marketing and advertising to your business. However, communicating your vision to a creative person with your advertising company can sometimes prove challenging.

If you’re someone who values practicality over aesthetics, it can be difficult to express to a creative person the precise brand image that you want to convey. But with the right approach, communication between you and your creative team member can be optimized to ensure your brand is accurately and attractively represented.

Here are some tips to keep in mind when communicating with your creative person.

Be clear and concise

Clear communication is a must when dealing with creative people. For this reason, you must ensure that your messages are straightforward. Using complicated language and industry jargon can only confuse your creative teammate, which could lead to a misinterpretation of your vision.

So, be concise in your communications, frame your ideas using simple language, and be explicit in expressing what you want. Let the creator know whether you want something to look “exactly” like this, or whether you would like them to be creative and give you a few variations.

Be open to suggestions and ideas

While it is essential to be clear and concise with what you want, it is equally vital to be open to the ideas and suggestions of your creative person. Creative people are usually brimming with enthusiasm and ideas that they are eager to share with you. As such, you must be open to their thoughts and be willing to work with them to fine-tune your brand image.

You might be surprised when you let the creative person loose. They may provide you with something that’s beyond your imagination and perfect for what you’re looking for. Most times they will provide you with a handful of examples with different elements, looks, fonts, etc. so that you can determine exactly what you like and dislike.

Provide visual examples

As a plumber, you may not have the best eye for design, but you can still communicate what you want visually. Providing visual examples of what you want your brand to look like can ensure clarity. You can gather images from websites, social media platforms, or other print media and present them to your creative. Some good places are Shutterstock, Adobe, and iStock.

Be flexible

Being flexible in your approach to brand communication is vital to ensuring that your branding objectives are met. Most creative people have their unique approach to design and branding, and sometimes your vision for your plumbing company's brand may only partially align with theirs. For this reason, you must not be too rigid in your communication style. Instead, be willing to work with your creative person to balance your vision and their approach.

Know your target audience

Before communicating your vision to your creative person, you must have a clear understanding of your target audience. Who are you trying to reach with your branding efforts? What are their needs, preferences, and pain points? Understanding your target audience's motivations can help you craft a brand image that resonates with them. You don’t want to have an industrial-mechanical look when trying to market to a homeowner who just needs a faucet repaired.

Develop a clear brand voice and messaging

Your plumbing company's brand voice and messaging are critical to your branding success. Your brand voice should reflect your company's personality, values, and mission, while your messaging should clearly communicate what sets your plumbing services apart. Before sharing your vision with your creative person, take the time to develop a clear and consistent brand voice and messaging. Do you want it to be happy and friendly? Serious and professional?

Consider your brand's reputation and legacy

Keep in mind that you are not just building a brand image; you are creating a reputation and legacy for your business. Every branding decision you make should bear in mind the long-term implications for your business. What kind of brand image do you want to create, and what do you want your customers to associate with your brand in the coming years?

Be patient and give feedback

Branding is an ongoing process, and you must be patient as you work with your creative person to ensure that your brand image is accurately represented. Sometimes it can take several iterations and revisions to get the branding just right, so be prepared to give feedback and work together to make adjustments until your brand image is precisely what you want it to be.

About the Author

Anthony Pacilla is a registered master plumber for McVehil Plumbing in Washington, Pennsylvania. He has over two decades of experience in the plumbing and HVAC trades and has a bachelor’s in business and economics from Thiel College.