If you follow Victory Home Remodeling on Instagram , you can’t help but notice how they’ve put a good deal of energy and effort into their content creation and overall promotional efforts. If you look a little deeper, you’ll notice a few other things as well. For one, everyone in the IG Reels or TikTok videos is having a really good time. For another, employees are frequently discussing what it’s like to “Live with Victory.” That tag line, an extension of their brand message, was developed by the team at Matte Meehan Consulting earlier this year.
When Matte Meehan was hired, they knew they’d be working with a leadership team that had business development and operations down cold. There was no question that Victory had big plans to grow – and knew what it would take to do so. What they didn’t have was a clear brand or consistent message to their two target markets. You read that right, two target markets. As a consumer-facing business, it is important to communicate directly with the end user, the homeowner. With an investment as big and important as a roof, it is vital for the homeowner to feel that they are in good hands. Fortunately, with more than 600 5-star Google reviews, Victory was getting much deserved kudos.
Their second target market, arguably as important if not more so, is potential hires, recent college graduates that aren’t 100% sure what direction they want to head with their careers. Matte Meehan wanted to make sure the brand message was relatable to a younger demographic that’s seeking out an employer that is as ambitious as they are, and where the financial rewards are directly related to the effort they apply. At Victory, entry level positions are full time jobs, which means no side hustles are needed to pay the bills. The upside is those that choose to “Live with Victory” can make six figures their first year on the job – something that many businesses may promise, but few deliver.
When partnering with a new branding client, Matte Meehan starts off with a plethora of surveys asking myriad questions about policies, procedures, services, products, and more. This information gathering is followed by a half-day branding session with the leadership team and key employees. This process allows them to leave with a solid idea on the direction the branding and messaging will take.
Matte Meehan was lucky with Victory. A company doesn’t reach $50 million in sales in five years without having all the key components of a successful home remodeling business in place. All except the branding message, that is.
As a result of its intake session, several reoccurring themes became evident when discussing key aspects of Victory’s history and commitment to employees and homeowners. But the most meaningful, from both the leadership and branding perspective, was “culture.”
“Live With Victory” speaks to this culture. When a homeowner chooses Victory, the install is just the beginning. Victory’s lifetime product warranties mean they are living with Victory for years, even when they’ve long forgotten about the installation. It also speaks to the employees who choose a career with Victory. Once they’re hired, they’re part of a team and live with Victory every day. This includes embracing Victory’s core values as their own, believing the mission statement, and living the vision that Victory wants to build a better world one installation at a time.