Branding isn’t just for glamorous sectors—it’s a strategic necessity that helps practical industry players stand out.
Fashion is glamorous. Travel is fun. Sports are exciting.
But the industry we play in? It’s essential.
I don’t know anyone who would label waste management as glamorous, fun, or exciting. And there is a school of thought that these practical, unglamorous industries don’t need to focus much on branding. The perception is that branding belongs with the sexy crowds.
However, that couldn’t be further from the truth. Branding is not a luxury reserved for luxury brands. It’s an essential strategic move that helps companies in any industry create a meaningful competitive advantage.
Why Branding Matters—Especially in Waste Management
Branding matters, especially where it’s least expected.
Companies in industries like waste management tend to suffer from sameness. They appear to have interchangeable offerings—similar trucks, comparable services. But this sameness creates an opportunity to differentiate through distinctive branding.
If one competitor is consistently leading with bold colors and memorable messaging, this differentiation becomes critical when customers are making decisions based on limited knowledge of utility-type services.
In fact, according to research from McKinsey, strong brands in traditionally "unsexy" industries outperform their competitors by up to 20% in terms of customer retention and premium pricing opportunities.
Branding that stands out helps a company stand apart from the competition.
Practical Branding Strategies
People tend to think of branding as the visual aspects of a company: logos, colors, graphics. However, branding is much more than a pretty brand guide. Branding also includes how the company communicates and how it is perceived.
Here are a few ways unsexy industries create brands that stand out:
- Develop a distinctive brand persona
- Stand out from the crowd with differentiated colors, memorable brand language, and added touches that prospects can recognize
- Develop consistent touchpoint design
- Ensure every interaction with your company, from the website contact form to the paper invoice, reinforces the brand identity
- Connect practicality with human elements
- Most practical services are only noticed when they fail. The “invisible success” problem means few people take note of brands who are doing it well. By connecting human elements and emotional pain points to their brands, unsexy companies can capitalize on the security they provide.
Next Steps in Practical Industry Branding
Every company has a brand, whether it is intentionally reinforced or not. From the smallest dumpster rental company to the largest service provider, customers form brand impressions based on every interaction. It takes shape whether you are actively guiding it or not.
Evaluating your current brand perception through customer surveys and competitor analysis is a great launch point for building an intentional brand campaign. This information provides the clarity needed to develop a distinctive brand persona that can be reinforced through every brand visual and message.
By taking purposeful control of your brand through consistent messaging and design, your unglamorous and practical company can build a brand that stands apart from the competition.
Branding at DSQ Technology
At DSQ Technology, we’re a proud member of the practical industry club. Our tools are built to solve problems in the waste management world. No one has ever claimed invoice auditing to be glamorous or compactor monitoring to be exciting. But we’re making life easier for those working in the world of trash.
My team is focused on developing a brand identity that reflects that company mission. We want to showcase our expertise, our products, and our impact in a tech-forward way. Follow our journey as we fine-tune our messaging, visuals, and overall presentation to be as memorable as possible!
