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In this week’s episode of the OWNR OPS podcast, I had the pleasure of speaking with Alex Lathery, a branding and marketing expert who specializes in helping local service businesses grow. From his years of experience in the industry, Alex shared key insights on building a strong local brand without burning through your budget—especially when you’re just starting out.
In this blog, we’re breaking down some of the top takeaways from our conversation—practical tips you can start applying today to boost your visibility, connect with your community, and grow your business the smart way.
1. Building a Local Service Brand the Right Way
Starting a local service business can feel overwhelming, especially with all the advice out there about what makes a “perfect” brand. However, Alex believes the key to success is getting started with real customers first, then refining your brand as you grow. He explained, “A lot of people think they need to have the perfect logo, name, website, and SEO strategy ready before they can even think about launching. But in reality, all you need is a simple brand that people can trust, and then you start building from there.” The message here is clear: don’t wait for everything to be perfect. Focus on gaining trust and delivering service, and your brand will evolve naturally.
2. Don’t Overcomplicate Your Business Name
A common mistake Alex sees among local service businesses is overthinking the business name. While SEO is important, Alex emphasizes that a simple, memorable name can be just as effective. He pointed out, “Even if ‘Cincinnati Painting Co’ isn’t the highest-volume keyword, people still search for it. It’s short, easy to remember, and has the local touch that people want. This is where you get both search value and brandability.” His advice is to keep it straightforward: a clear, locally relevant name is powerful both for customer recognition and SEO benefits.
3. Brand Over Gimmicks: Trust Is Everything
In today’s digital age, relying too heavily on SEO gimmicks can undermine your authenticity. Alex highlighted that building trust should always come first. He explained, “Customers are getting smarter. If they search for a service and they see a keyword-heavy domain, they immediately question whether it's a real business or just a rank-and-rent site.” His point is that authenticity matters—customers can spot businesses that prioritize SEO tricks over genuine service, and this can hurt your credibility in the long run.
4. Focus on Customers, Not Branding—Yet
While a strong brand is important, Alex advises entrepreneurs not to get caught up in perfecting their brand too early. Instead, he encourages focusing on customer acquisition with simple, cost-effective strategies. He shared, “Start with free or low-cost marketing strategies—Facebook posts, texting friends and family, or even door hangers. Build your client base before you worry about perfecting your online presence.” The takeaway here is to focus on building a customer base first. Once you’ve established a foundation, you can then focus on scaling your branding and online presence.
5. Leverage AI and Free Tools to Build Your Brand
When starting a business, many believe they need to spend a lot of money to create a professional brand. However, Alex is a big advocate for using free tools and AI to streamline the process. He explained, “You can use Canva to create a professional-looking logo for free. All you need is a template, your business name, and a few clicks.” His advice emphasizes that creating a polished brand image doesn’t have to be expensive or complicated. Tools like Canva make it accessible for anyone, even those just starting out on a tight budget.
6. The Importance of Momentum Over Perfection
One key takeaway from Alex’s philosophy is the importance of momentum over perfection. Many entrepreneurs fall into the trap of obsessing over getting everything just right before launching. But Alex pointed out, “Your first logo won’t win any design awards, but that’s okay. It’s just something to give you credibility. The key is to keep moving forward. You don’t need perfect, you need momentum.” His message is clear—taking action and maintaining momentum is far more important than waiting for perfection. Progress, even if imperfect, is what truly drives success.
Alex’s Focus on Doing Right by His Clients
Alex places immense value on building strong, honest relationships with his clients. His approach is driven by a deep sense of integrity and a commitment to client success. He shared, “I’ll never take someone’s money if I don’t think they’re going to get a return on it. I try to always treat my clients the way I’d want to be treated.” This focus on ethical business practices and always doing what’s best for the client is a core part of Alex’s strategy and success. It shows that when you genuinely care about your clients’ outcomes, it can lead to long-lasting relationships and business growth.
Key Takeaways
Here are the key lessons Alex shared in this episode:
- Don’t Overthink Your Brand Name: Keep it simple, clean, and easy to remember. Skip the keyword stuffing.
- Build Trust First: Don’t get caught up in gimmicks. Focus on creating a legitimate, trustworthy brand.
- Start with Free Marketing: Use free or low-cost methods like social media and word-of-mouth to get customers in the door.
- Leverage AI for Branding: Use tools like Canva, ChatGPT, and remove.bg to create a professional brand without breaking the bank.
- Focus on Momentum, Not Perfection: It’s better to have a rough start and keep moving than to wait for everything to be perfect.
If you’re looking to build a local service brand the smart way, Alex’s advice is a perfect starting point. Don’t stress about perfection—get your business off the ground with real customers, then refine your brand as you grow. Listen to the full episode here:
If you're serious about growing your local service business, the OWNR OPS Podcast is a must-listen. Subscribe on Spotify or Apple Podcasts to hear from experts who’ve been there and done it.
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