How to Tell Your Brand Story in 60 Seconds

In today’s fast-paced digital world, homeowners have less time than ever to evaluate their choices. For plumbing, HVAC, roofing, electrical, or landscaping businesses, the ability to tell your brand story in under a minute can mean the difference between gaining a new customer or being overlooked. A concise brand story captures attention, communicates trust, and creates a lasting impression that resonates with people long after they’ve seen your ad, scrolled your website, or heard your pitch.

The goal of a 60-second brand story is simple: connect emotionally, show credibility, and provide a clear next step. This approach is efficient, memorable, and adaptable across all your marketing channels. In the sections below, we’ll explore why it matters, how it works, how it ties to EEAT (Expertise, Experience, Authoritativeness, Trustworthiness), and how THL can help you craft and share it effectively.

Modern marketing happens in short bursts of attention. Homeowners searching for help with an air conditioner breakdown or a leaky roof don’t have time to sift through paragraphs of text. They want to know quickly whether you can solve their problem. A short story positions you as both competent and trustworthy. It also demonstrates confidence: if you can communicate your brand clearly in under a minute, customers assume your service will also be efficient and reliable. The 60-second format can be used as a video, a spoken pitch, or a prominent highlight on your website homepage.

Telling your story in 60 seconds requires clarity and focus. A strong framework ensures you capture attention and deliver value. The structure is simple:

– The Hook (10–15 seconds): Start by identifying the customer’s pain point. This makes them feel understood and signals that you’re focused on solving their problem.
– The Mission (15–20 seconds): Share why your business exists and what makes it different. This gives context and introduces your values.
– The Proof (15–20 seconds): Provide evidence such as years in business, certifications, reviews, or guarantees. Proof builds trust quickly.
– The Call-to-Action (10–15 seconds): End with a clear instruction, such as calling, booking online, or requesting a free estimate.

Once you’ve created your story, it should become a consistent part of your marketing. A short video on your homepage immediately reassures visitors that you understand their needs and can deliver solutions. A condensed version belongs at the top of your About Us page, ensuring visitors see your values without scrolling. On social media, a pinned reel or video featuring your story keeps your brand top of mind for followers. In advertising, a 60-second format is perfect for YouTube, Facebook, and even local TV spots. And in networking situations, the story becomes your elevator pitch, allowing you to share who you are and why you matter in a way people will remember.

Many businesses attempt to tell their brand story but miss the mark:

– Too vague, using generic statements that fail to connect.
– Overloading with details, trying to fit in every fact.
– Lacking proof — claims must be backed by evidence.
– Forgetting a call-to-action, leaving prospects unsure of what to do.
– Inconsistency — if your story emphasizes reliability but your staff show up late, customers notice the disconnect.

Consider two roofing companies delivering short pitches.

Company A: “We fix roofs fast.” While clear, it doesn’t build confidence.

Company B: “We know how stressful roof leaks are. That’s why our family-owned company has delivered guaranteed repairs for 25 years. With over 500 five-star reviews, we back every job with a warranty. Call today to protect your home.”

Company B connects emotionally, proves credibility, and gives a clear next step. Their story is more likely to win the customer.

A 60-second story is not just a sales pitch—it’s a branding asset. Once developed, it can be reused across platforms, creating consistency that strengthens recognition. Every ad, blog, video, or customer interaction that reflects your story builds what marketers call trust equity. Unlike one-time promotions, trust equity compounds. Over time, it becomes the reason customers choose you, recommend you, and remain loyal even when competitors undercut your pricing.

THL specializes in helping home service businesses develop and share brand stories that convert. We work with contractors to uncover authentic narratives that highlight their values and strengths.

Our services include:
– Story Development Workshops: Helping uncover and script authentic narratives.
– Professional Video Production: Creating high-quality videos for digital and local platforms.
– Website Integration: Embedding stories into service pages and homepages.
– Marketing Campaigns: Aligning ads, blogs, and social media with your story.
– Reputation Management: Reinforcing the narrative with customer testimonials.

With THL, your 60-second brand story becomes more than a script—it becomes the foundation of your growth strategy. Contact THL today to start building a story that wins customers’ trust in under a minute.

Source: Jobber Academy
Author: Seth Richtsmeier
Link: https://www.getjobber.com/academy/electrical/marketing-tips-electricians/