Company Identity Drives Marketing

Written by Daniel Southwell on February 2, 2021

In this episode, Josh talks to BJ Werzyn, the founder and CEO of West Shore Home, about the explosive growth of the company, and how their marketing philosophies have changed (and stayed the same) over the course of that growth.

Effective Marketing Starts with Knowing Who You Are

West Shore is great at marketing. That’s mostly because they know exactly who they are as a company. They know what they’re good at, and what the experience of working with them is like. And they’re good at communicating that. But you can’t communicate what you don’t know.

They’re extremely intentional about everything they do. They have core values that every employee knows, and goals and purposes that drive everything they do. Since they have those, marketing is as simple as finding good ways to say it, and saying it in places that drive revenue. 

Companies that know who they are can attract the right customers. Companies that don’t, can’t. It’s that simple.

Digging Deeper

  • BJ’s company, West Shore Home, is one of the most successful remodeling companies in the country
  • We’ve been working with West Shore for a long time. You can watch the most recent film we created for them HERE, and the Call to Install film that BJ mentions HERE
  • BJ refers to West Shore as a “media company.” Last year, Forbes declared that every company is a media company. You can read that article HERE
  • West Shore knew they needed to say something original to stand out in a “sea of sameness.” That’s #5 on THIS Inc.com list of the 7 Components of a Brilliant Marketing Message
  • He talks about using neighborhood radius marketing early on. You can read more about what that is HERE
  • As West Shore grew into multiple locations, their marketing strategy wasn’t scalable anymore. You can read about scalable marketing strategies HERE