In commercial flooring, where the end product often looks the same to the untrained eye, how do you make sure your company gets the job—and the next one after that?

For many contractors, branding and marketing can feel like nice-to-haves, reserved for big consumer brands. But that mindset leaves money on the table. In reality, branding may be one of your most underutilized tools for growth, and it's not nearly as complicated (or expensive) as you think.

Marissa Luznar is founder & CEO of Candid Communications. Photo: Candid Communications.

At this year’s FCICA Mid-Year Meeting in Fort Worth, Texas, I had the opportunity to speak with flooring professionals about how thoughtful branding and marketing can help contractors position themselves as trusted partners—not just the lowest bidder. Here are four practical strategies contractors can implement today to start standing out:

Branding Isn’t Just a Logo—It’s the First Impression You Don’t Control 

So what exactly is “branding”? It’s not just your logo or color palette. It’s the gut reaction someone has when they see your name on a bid list, check out your website, or open your proposal. It’s what people say about your company when you’re not in the room — and it starts long before a handshake. 

Branding is shaped by every touchpoint a prospect interacts with: your website, your trucks, your estimates, your invoices, your email signature. If your materials look outdated, inconsistent, or are hard to find online, you’re already at a disadvantage—even with strong referrals. Why? Because even word-of-mouth leads are Googling you. And if your digital presence doesn’t reflect the quality of your work, that could be a deal-breaker. 

Bottom line: If you’re not actively shaping your brand, someone else is doing it for you. And they may not be telling the story you want told.

1. You Can’t Compete on Price Alone—And You Shouldn’t Have To 

Most contractors say the same things: “We do great work,” “We’re reliable,” “We care.” If your message sounds like everyone else’s, you blend into the background.

Instead, focus on what your best clients actually say about you. Build messaging around those insights. The right positioning helps reinforce your value to current customers and gives new ones a reason to trust you before the handshake.

2. Marketing Isn’t a Luxury—It’s a Tool for Long-Term Relationships 

Think of marketing as your way of staying top of mind between projects. It’s how you remind existing clients of what you can do, show growth to past customers, and plant seeds for future opportunities.

Even simple tactics like a quarterly update or one-pager highlighting recent projects can make a big impact, especially if they’re easy to forward to a colleague.

3. Different Clients Have Different Priorities—Speak to Each One 

If you’re saying the same thing to every GC or end user, you’re missing the mark. A GC focused on healthcare has very different concerns from one specializing in education or corporate settings.

Effective marketing reflects those nuances. When you tailor your message to the client’s pain points, you build credibility, and that’s what wins jobs.

4. You Don’t Need to Do Everything—But You Need to Do Something 

The most successful contractors aren’t the ones with the flashiest campaigns; they’re the ones who consistently show up with purpose. You need clarity, consistency and a willingness to tell your story on your own terms.

Because in this industry, it’s not just about being the best; it’s about being remembered.

Eight Things You Can Do Today to Start Standing Out

You don’t need a big budget to get started. Here are eight things you can do as soon as you’re back at your desk:

1. Audit your materials. Is your website current? Are your proposals consistent and professional?
2. Refresh your one-liner. What do you do, and what makes you different?
3. Create a simple one-pager. List out all your services. Most clients only know a fraction.
4. Reconnect with a past client. Let them know what’s new and what’s next.
5. Google your business. Do you have a Google Business Listing? Are your online profiles accurate?
6. Post a recent project photo. No fancy design needed. Just showcase what you’re proud of.
7. Segment your messaging. Speak to your healthcare clients differently from your corporate ones.
8. Request Google Reviews. A short quote from a satisfied client goes a long way.