ForConstructionPros.com

Every business knows the importance of name recognition and creating a brand. So when Gregg Rogers started a sealcoating business in 2003 one of his goals was to create a brand his customers would recognize. That brand came in the form of Driveway Armor, a residential sealcoating company in Marlboro, NJ.

Rogers was determined to find a way to identify his business, describe the service offered, and convey the company's intentions. "In creating a brand the most important thing was coming up with a name for our business," Rogers says. "With Driveway Armor, customers know they're getting something strong, something protective, and it's going to protect their driveway from the effects of nature."

But the name wasn't the only step Rogers took to create a lasting brand for his business. One effective way to get your brand recognized is through marketing. Driveway Armor approaches its marketing from several angles. The company advertises in newspapers and magazines, but has found other more effective routes for marketing, Rogers says.

Driveway Armor spends most of its marketing budget on lawn signs. "We put a lawn sign on every job so that people see the name and phone number," Rogers says. "Our best marketing is when people see it on their neighbor's lawn because then we get those surrounding neighbors."

Another way Rogers gets the Driveway Armor name out is through direct mail. Direct mailings are sent out to Driveway Armor's existing customer base as well as potential customers.