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There are many competing philosophies around how to build brand customers feel a connection with.

Erik Miller might have my favorite angle, and he is my guest on the show in this episode of Contractor Evolution.

Erik believes instead of bending over backward to fit the mold you believe your ideal client avatar wants, it's way less work to look inward and display what's already there.

In other words, finding out who you really are by paying attention to what your clients already love about you and highlighting THAT, is faster and more authentic than trying to be something you're not.

Erik founded StoryHook in 2015, a branding agency obsessed with the power of stories. He’s also the Director of the Brand for Company Cam and has been instrumental in making them the household name they are today.

Today’s conversation is about:

- How and where contractors can find the “hooky” parts of their story and put them on display.
- Why your sales team is the ultimate testing ground for new brand ideas and how you can use them to reality test new concepts. Because believe it or not, not everything you come up with is pure gold.
- And lastly, we talk about the best LOW BUDGET brand upgrades that any contractor can do without engaging an expensive agency.

To learn more about how to accentuate the amazing elements of your brand, watch this episode.