Blue Collar Branding: The Field-Proven Framework to Transform Service Companies into Market Leaders

Are you tired of being overlooked, competing on price alone, or wondering why your quality work doesn’t translate into the reputation you deserve? Blue Collar Branding provides owners, leaders, and teams in the trades with a system to elevate their presence in a crowded local market.

Close the Invisibility Gap

Branding expert and Gorjanc Home Services Marketing Director Brian Sooy reveals why the gap between the value you deliver and what customers perceive might be holding your company back. Through the proven CARE Framework, you will:

• Gain Clarity: Define your mission, values, and what makes your brand relevant.
• Create Alignment: Unite your team around a consistent customer experience at every touchpoint.
• Ensure Relevance: Position your company as the preferred local choice, not just another option.
• Exceptional Experience: Turn signature moments into recommendations and referrals that attract new customers.

Packed with practical strategies and proven practices that you can implement in your daily operations, Blue Collar Branding is your blueprint for earning loyalty, commanding premium pricing, and building a lasting reputation—one customer at a time.

Stop letting your best work go unnoticed. Start building the brand your team deserves—and your customers will remember.

Listen to this exclusive conversation between author Brian Sooy and OWNR OPS Podcast host, Austin Gray. Discover the biggest branding mistakes service companies make!

Inside Blue Collar Branding:

1. The Blue-Collar Branding Problem
2. Breaking Down Silos
3. Identifying Your Company’s True Value
4. The Four Cornerstones of Blue Collar Branding
5. CLARITY - Defining Your Clear Difference
6. ALIGNMENT - Customer-Focused Service Delivery
7. RELEVANCE - Standing Out in a Crowded Market
8. EXPERIENCE - Turning Service into Signature Moments
9. The Blue-Collar Branding Toolkit
10. Building Your Home Services Marketing Machine
11. Your Service Team are Brand Ambassadors
12. Resources for Scaling Brands

Home Service Software for Growing Companies

Home Service Business-Building Resources

“This isn't more marketing fluff—it’s a rallying cry to clean up the wasteful and empty tactics that so-called marketers push. Blue Collar Branding strips it all down to what really matters: creating authentic differentiation and delivering it with relentless consistency.”

“Brian has a unique talent for problem-solving and consistently delivers the right message through the most effective channels to drive measurable results. Blue Collar Branding sets him apart, and he applies both strategic insight and hands-on execution.”

“Brian Sooy is a truly impactful marketer in the trades, transforming messy marketing challenges into clear, winning strategies with his sharp insights.”

“Brian’s approach integrates branding, marketing, and client experience in a way that keeps our focus on our clients and their needs through exceptional service.”

“Very clear instructions to create a recognizable brand! Got key takeaways from the start! Would recommend to any blue collar entrepreneur.”