04 Aug 2011

Bad Mouthing Your Competition Reflects On You And Your Industry

Your company’s brand is one of the most important assets your company has, even though it isn’t tangible and cannot be accounted for as a line item on a balance sheet. Maintaining a positive brand image is a constant task that should be a priority in businesses. The one aspect of brand image that people don’t realize is affecting their identity is the brand image of their industry. The two industries that I think have the biggest challenge with this are construction remodel companies and attorneys.

When a consumer thinks of these two industries they typically don’t have a positive impression. Attorneys have a reputation of being overly expensive and a necessary evil. Remodelers are thought of as swindlers and corner cutters (if that is an actual word). So why is this?

Have these two industries gotten a bad rap because of a scandal? From political agendas? No. They have these reputations because of their colleagues in the profession! Constant television advertising for ambulance-chasing attorneys have eroded any positive reputation there may have been. In the case of remodelers, it seems every time I have someone work on my house, they bad-mouth the previous contractors work. That doesn’t instill a lot of confidence in me for anyone’s work!

I understand why people badmouth their competition. It makes people feel better about their work and they think it helps them acquire the contract. In fact it does nothing but hurt them. So, stay positive. Concentrate and focus on your strengths and highlight them.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.