Blue Collar Branding with Brian Sooy

Ever wonder why some home service businesses grow effortlessly while others can’t convert loyal customers? Many blame competition or marketing spend, but the real issue is confusion—unclear stories, inconsistent branding, and clunky customer experiences that break trust. 

In this episode of The Better Than Rich Show, host Mike Abramowitz talks with Brian Sooy, author of Blue Collar Branding and Marketing Director at Gorjank Home Services. Brian shares how the StoryBrand and CARE Framework (Clarity, Alignment, Relevance, Experience) can help small service companies communicate clearly, deliver trust at every touchpoint, and scale through simplicity. He explains how local expertise, consistent messaging, and frictionless systems create brands that customers remember and recommend. Sooy discusses the StoryBrand framework, emphasizing the customer as the hero, and outlines a seven-step process—identifying the customer’s problem, presenting a solution, and defining success. He highlights the importance of clarity, alignment, relevance, and experience in branding, stressing the need for consistency across all touchpoints, including marketing and customer service. 

Timestamps 

[00:00] From Story to Strategy 
[01:32] The Customer Is the Hero 
[05:05] Defining the Ideal Client Avatar 
[07:23] The PASS Framework for Messaging 
[12:47] Ensuring Consistency in Conversions 
[17:01] Training CSRs for Alignment 
[18:26] The CARE Framework Explained 
[26:19] Building Frictionless User Experiences 
[32:43] Aligning Vendors with Company Vision 
[38:33] Standing Out Through Local Expertise 
[43:33] Delivering Premium Customer Experience 
[48:03] Tracking Sanity Metrics vs Vanity Metrics 
[51:00] Significance Over Success 

Key Quotes 

• “The customer is the hero, and your brand is the guide.” 
• “Clarity builds confidence. Confusion kills conversion.” 
• “Alignment means everyone tells the same story—marketing, sales, and customer service.” 
• “The sale is a sample of the service. Every touchpoint matters.” 
• “Significance over success—that’s what it means to be better than rich.” 

Key Takeaways 

• 
  
• Clarify your message so customers instantly know who you help and how. 
• Align every team and vendor around one consistent brand story. 
• 
  
• Focus on relevance—speak like a trusted local expert, not a faceless company. 
• 
  
• Deliver an experience that’s frictionless, fast, and personal. 

 

Links Mentioned 

Blue Collar Branding by Brian Sooy: https://www.amazon.com/Blue-Collar-Branding-Field-Proven-Framework-ebook/dp/B0F91PMS6Z

Gorjanc Home Services: https://www.gorjanc.com/

Aespire: https://www.aespire.com/

Connect with Brian on LinkedIn: https://www.linkedin.com/in/briansooy