Be Specific
Define expectations clearly

Clearly, this guy doesn’t get it. This pile-up of products is a classic. Trying to be all things to all people makes you nothing to anyone. I learned as a teenage disc jockey a lesson about choosing which records to play that applies equally to business:

You’re defined as much by what you don’t do as you are by what you choose to do. Kitchens and baths? Sure. Kitchens and baths and floors? Okay. Kitchens and baths and floors and garage doors? Heh?

This also steps on the toe of Be #1: Be real, know who you are—and who you aren’t. I’ll bet if you called this guy, he’d do roof repair too. I’m sure he’s not plugged into the Ten BE’s of Better Branding.