Change Your Image, Change Your Brand!

By Mike Coday •  Updated: 10/21/23 •  4 min read

You Are Your Brand

Your brand is you.

This is especially true for commission-only, independent roofing sales people.

Quick Summary

  1. Personal Brand Identity: The article starts with the assertion that for commission-only, independent roofing salespeople, their personal brand is integral. They themselves embody the roofing company they represent in the eyes of potential clients.
  2. Customer Perception: Prospects may not have prior knowledge or particular interest in the roofing company’s brand. Their focus is on the salesperson, who they see as the embodiment of the company’s brand.
  3. Presentation Matters: The way salespeople present themselves, including their attire, speech, demeanor, and even minor details, contributes significantly to their personal brand.
  4. Professionalism in Interaction: The article highlights the importance of being accessible and responsive to clients, such as answering phone calls promptly and being present on the job site, as these behaviors enhance a salesperson’s reliability in the eyes of customers.
  5. Organizational Skills: Being organized or messy can significantly impact a salesperson’s brand image. Clients tend to prefer dealing with someone who is organized, as it reflects their ability to handle the project efficiently.
  6. The Power of Image: The author suggests that by changing one’s image, it’s possible to change how prospects perceive one’s brand. This transformation can influence the level of trust and credibility clients place in a salesperson.
  7. Non-Verbal Communication: Both verbal and non-verbal cues contribute to the overall image a salesperson projects. These cues inform clients’ opinions about the salesperson’s trustworthiness and credibility.
  8. Attention to Detail – Shoes: The article uses shoes as a specific example of how even small aspects of a salesperson’s appearance can influence perception. Shoes can be a powerful part of a salesperson’s image, often subject to scrutiny and judgment by clients.
  9. Self-Assessment Exercise: The author engages readers in a self-assessment exercise, asking them to examine their current footwear and consider what it might communicate about them professionally.
  10. Feedback and Interaction: The article concludes with an invitation for readers to share their thoughts, promoting a two-way interaction and emphasizing the importance of self-awareness in personal branding.

Your prospects may not know a single thing about your roofing company, and most don’t really care. That’s because, to them, you are the roofing company!

How you present yourself… how you dress, talk, walk, and so much more goes into your personal brand… the brand your prospect is buying when they sign up to do business with your roofing company.

Do you answer the phone when they call? Are you on the job site when the homeowner gets home from work? Are you organized? Are you messy?

Change Your Image

Everything about you makes up your brand. If you can change your image, you will change your brand.

What does your personal brand say about you?

Are you communicating both verbally and non-verbally everything you want your prospects and customers to believe about you and how you’ll take care of their business. Do you look like a trusted brand? Is your brand credible?

Start With Your Shoes

Let’s just take one specific example:

Look at your shoes right now because your shoes are a powerful image maker. Most women (and even men) will consciously or subconsciously glance at your shoes to get a quick read on who and what you are. So, tell me everything you can about the shoes on your feet right now this very second.

Personally, I’m wearing older white Nike’s with a blue swoosh trimmed in silver. I’ve kept them in decent shape… maybe a little dirty. My shoelaces are brand new because my daughter’s puppy chewed the other laces off.

Now, based on what I’ve described to you… tell me the first few things that pop into your mind. Don’t hold back. What do you think?

Put your thoughts in a contact form and let me know.


Mike Coday

Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.