Mastering the Art of Brand Messaging With Benjamin Franklin Plumbing®

How I Stay on Point With a Nationwide Company’s Brand and Style

>>>>Scroll Below to see published samples of the work I completed<<<<

Benjamin Franklin Plumbing® began in 2000 and has since expanded to over 260 locations across the U.S. Its plumbers handle everything from leaky faucets to major repairs. Today, Benjamin Franklin Plumbing® is a trusted name nationwide. They’re best known for their promise: "If there’s any delay, it’s you we pay®!" Customers count on them for reliable service and straightforward solutions.

As someone who’s performed numerous plumbing jobs in the past, I was looking forward to working with a well-respected brand. I was even more excited about the challenge of reinforcing their brand messaging, which includes numerous trademarks and registered slogans. Benjamin Franklin Plumbing® understands the value of the great continent and how it contributes to its marketing goals.

The Benjamin Franklin Plumbing® franchise organization is highly successful, with over 260 locations nationwide. Each franchise is proud to wear the Benjamin Franklin name and adheres closely to the branding requirements. Each franchise’s website will look almost identical to all other websites in design, layout, and messaging.

My assignment was to write for multiple franchises in various locations across the U.S. The challenge was to write geo-targeted content for location pages. I had to follow a strict branding guide and keyword strategy. The locations included:

The objectives were straightforward. I needed to optimize the content for a specific location, make sure the brand messaging was on point, and incorporate registered slogans that distinguished the client.

The Benjamin Franklin Plumbing® style and brand message are highlighted by the following characteristics:

• Registered slogan: “The Punctual Plumber®”
• Registered slogan: "If there's any delay, it's you we pay!®."
• Confident, authoritative tone
• Nationwide brand with a small-town local approach to service
• Their style is friendly, available, and trustworthy

I included other features of the company, such as Straightforward pricing, fully-stocked vehicles, community support, and 24/7 emergency plumbing.

The strategy was to identify local cities and areas around the main locations and pinpoint keywords that ranked well in these locations. These and other geo-tagged keywords consistently ranked the highest in most areas:

Note: I used Semrush and Keywords Everywhere to research the keywords.

When writing for a popular, highly-respected national company, I have to approach their brand message with absolute care. Here are some strategies I used when writing for Benjamin Franklin Plumbing®.

When I write for Benjamin Franklin Plumbing®, I focus on their approachable, friendly, and professional tone. Their brand promises reliability and trust, so my writing needs to reflect that. I study their slogans, like “The Punctual Plumber®,” and their tagline, “If there’s any delay, it’s you we pay!®,” for consistency.

Benjamin Franklin Plumbing® values punctuality, quality service, and customer satisfaction. I make sure these values come through in my writing by highlighting their commitment to being on time and getting the job done right.

The Benjamin Franklin Plumbing® brand has a specific way of presenting itself. Their messaging is clean, direct, and customer-focused. I stick to their preferred terminology, using phrases like “on-time service” and “no-nonsense plumbing solutions.”

The customers of Benjamin Franklin Plumbing® want fast, dependable plumbing services without any hassle. When I write, I focus on addressing common homeowner concerns, like clogged drains or emergency leaks, and position the company as the solution. My goal is to reassure readers that they’ll get expert help quickly and without complications. I keep the content simple, practical, and focused on solving real problems.

After drafting content, I share it with the team for feedback. I ask specific questions to make sure the message matches their expectations. For example, I’ll confirm that the tone feels right or that the examples I used reflect their values. I use their input to revise the piece so that it aligns with their brand.

Below are some examples of the published content from different franchises across the United States.

Don’t settle for boring, generic content that sounds like your competitors. Instead, get highly effective content with a powerful message that reflects who you are and what you’re about. I write content that helps your brand stand out and shares the things you’ve always wanted to stay.

Fill out the online form below or email me, and let’s get started with your content strategy today.