Branding that goes beyond the logo

By Jesse Sanchez.

Experts urge  contractors to rethink branding as a cornerstone of success.

At ServiceCon 2025, branding took center stage as Tom McCaw, founder of Gain Street Strategy, laid out a compelling case for why roofing contractors should view their company branding as much more than just themed logos and colors.

In an interview with Heidi J. Ellsworth, Tom explained, "When you develop that foundational plan for your brand, marketing just comes so much easier because you already know what it’s supposed to look like, you know what it's supposed to sound like."

Tom, a Canadian brand strategist with hands-on experience building a commercial roofing service division, noted that many contractors’ exceptional craftsmanship often goes unnoticed in their public image. "They do amazing work, but their brand doesn't reflect that amazing work," he said.

ServiceCon, reenergized with over 125 attendees this year, showcased contractors eager to strengthen not just their service offerings but also their business presence. Tom's session captured attention for offering grounded, real-world advice on how contractors could translate their operational excellence into a cohesive brand identity.

“A strong brand,” according to Tom, is about more than marketing material — it’s about building confidence. It’s about the experience from the first contact with a customer all the way through post-service follow-up.

Beyond theory, Tom revealed practical tools his firm is developing, such as customizable apps for clients that allow property managers to report building issues instantly. This kind of innovative thinking, he argued, is essential to bridging the gap between service quality and customer perception.

Tom closed by urging companies to be "purpose-driven but people-focused," encouraging them to highlight their own workers — not just stock imagery — in brand storytelling.

Watch the full interview to learn more from Tom McCaw and the other industry leaders at ServiceCON 2025!