How Ray Seggern Helps Home Service Businesses Thrive Through Brand Strategy

In this episode of The TradeMarke, Eric and Sarah sit down with branding expert and author Ray Seggern to explore the fascinating intersection of storytelling, marketing, and business success in the trades industry. With over two decades of experience as a Wizard of Ads partner, Ray has worked with industry leaders to craft compelling brand narratives that resonate with audiences and drive results.

Key Highlights:

• The Evolution of Brand Guys: Ray shares how his company, Brand Guys, was born from a desire to bridge authentic storytelling with impactful marketing strategies for the trades.
• Why Story Matters: Discover why storytelling is at the heart of effective branding and how businesses can use their unique stories to connect with customers on a deeper level.
• A Peek Inside "No Place Like Home Services": Ray discusses his book and its actionable insights, including a four-part framework for planning a marketing budget that’s tailored to the trades.
• Navigating Private Equity in the Trades: Ray dives into the challenges and opportunities posed by private equity firms taking over family-run trade businesses and the importance of preserving brand integrity.
• 2025 Marketing Trends: Learn Ray’s perspective on the future of marketing in the trades, from leveraging automation and AI to maintaining a human touch in a digital-first world.

Additional Insights:

Ray recounts his journey from running radio stations to becoming a sought-after brand strategist for HVAC, plumbing, and electrical companies. He also delves into the collaborative process behind iconic campaigns like Goettl's “Keep You Cool When It’s Hard to Spell” and how the philosophy of “holding up a mirror” ensures authenticity in marketing.

Ray also shares his thoughts on personal growth, the power of gratitude, and the role of culture in building brands that last. Whether you’re a seasoned marketer or a trades professional looking to sharpen your strategy, this episode is packed with actionable advice and inspiring stories.