“There's so much value that [Best of Success] can bring to so many different contractors in the contractor space. And the reason I say that is there are universal topics that contractors are presented with,” she said.

Anderson, who has attended the conference both as a speaker and guest for the past 10 years, said one of the topics that jumped out for her was a presentation on branding and marketing by Anissa Westfall, director of marketing and growth for Westfall Roofing.

“What she boils it down to is this: a brand is a consistent delivery of a meaningful promise. And when you can have a brand that transcends just from a logo, and it really is the very fabric of who you are as a business, that’s when great things happen and you can deliver on that meaningful promise,” Anderson said.

Branding is just as critical for roofing contractors as it is for massive companies like Disney or Starbucks, and it goes beyond having a snappy logo that can be placed on marketing materials. As Anderson points out, a roofing company’s brand also includes a strategy to deliver on the promises the company makes to its customers.

“How are you gonna fulfill from that initial experience and that flash of the brand in front of your eyes as you're driving down the highway, or listening on the radio, or a digital ad that comes across your screen — that's the identity, that's starting to implant a seed, but it's the strategy that brings it home,” she said.

For more details about branding and the strategies needed to succeed, listen to the full podcast here.