Build a Brand That Sticks: Brian Sooy’s Framework for Service Pros

In the world of service-based businesses, branding goes beyond a logo or truck wrap. Brian Sooy, a branding expert with over 30 years of experience, emphasizes that branding is about the story customers tell about your company—how they perceive your value and experience.

Branding Is More Than a Logo

When I first started Bear Claw, I figured a sharp logo and a clean truck wrap were enough. But Brian challenged that thinking. He says branding isn’t what you say about your business—it’s what your customers say about it.

It’s the feeling people get when they hear your name or see your work. That’s where trust is built, and trust leads to more jobs.

Starting With the Right Foundation

Before you can build a great brand, you need to know two things:

1. Who are your ideal customers?
2. What problem are you solving for them?

Once that’s clear, Brian uses something called the Story Brand Framework. It helps you talk to your customers in a way that makes sense to them. You show that you understand their problem, that you can help, and that working with you will make their life better.

Aligning Branding with Operations

Branding isn’t just a marketing exercise—it must be operationalized. Your brand promise should show up in every customer interaction, from the first phone call to the final invoice. For Bear Claw, this meant delivering excellence at every touchpoint and ensuring the team embodied the same values the brand communicated externally.

According to Brian, the companies that win long-term are those that live their brand. A slick website won’t save a business that fails to follow through on its promises.

Reinvention and Longevity: Aespire’s Lesson

Brian’s own company, Aespire, is a testament to strategic evolution. Over the years, he’s refined his company’s positioning, narrowed its niche, and adjusted messaging to remain relevant in a shifting market.

His key insight: branding is never one-and-done. It’s a living, breathing process that requires regular attention and refinement to stay aligned with your business goals and your audience's expectations.

The CARE Framework: Your Brand Strategy Companion

To simplify the branding process, Brian developed the CARE Framework—four pillars that every service-based business should embrace:

• Clarity: Is your message simple, compelling, and easy to understand?
• Alignment: Are your operations consistently delivering on your brand promise?
• Relevance: Does your brand speak to current customer needs and values?
• Experience: Are you creating memorable interactions that build loyalty?

When these elements are in sync, your brand becomes more than a name—it becomes a competitive advantage.

Final Thoughts

Branding isn’t a “marketing thing.” It’s a business thing.

It’s how your business shows up in the minds of your customers, your employees, and your community. When you get it right, it helps you win more jobs, attract better team members, and build something that lasts.

If you haven’t already, go check out the full episode with Brian Sooy on the OWNR OPS Podcast. It’s packed with insight for guys like us—owner-operators working hard to grow a real, trustworthy business.

Let’s build brands people believe in.

🎧 Ready for more?

‍Check out the full Brian Sooy's interview—available now on Spotify, Apple Podcasts, and YouTube.

🎁 Free Resources from Brian:

📘 Brian Sooy’s book Blue Collar Branding drops July 22

✅ Blue Collar Branding Checklist + Ella

🚀Try Ella AI  for free for 14 days

🚀 Try StoryBrand AI – 7-Day Free Trial

📬 Fuel Your Growth.

‍‍Subscribe to the OWNR OPS Newsletter for no-fluff strategies, tools, and behind-the-scenes insights from service business owners who are doing the work.

👥 Level Up With Us.

Join the OWNR OPS Skool Community to get help, give help, and grow alongside other owners who are serious about scaling.

‍

‍