I run a specialist decorating business, but have been thinking about offering other home maintenance services, but don’t want to lose my reputation as a specialist decorator……what’s the best way to go about this?

Balancing Specialization and Diversification in the Home Improvement Industry: A Strategic Approach for Decorators

For professionals in the home improvement sector, especially those who have cultivated a strong reputation as specialists, the decision to expand service offerings can be both an opportunity and a challenge. If you’ve established yourself as a high-end painter and decorator and are now increasingly asked about other home maintenance services, it’s natural to consider how to best position these additional skills without compromising your core brand.

Understanding Your Brand and Reputation

Your reputation as a specialist painter and decorator is a valuable asset. Clients associate your name with quality, precision, and high-end craftsmanship in decorating. Expanding your services can lead to increased business opportunities, but it also risks diluting that well-established image if not handled thoughtfully.

Evaluating Service Expansion Options

When contemplating adding new services, there are generally two approaches:

1. Integrate New Services Into Your Current Business:
   Modify your existing business profile to include complementary home maintenance services — such as tiling, plumbing repairs, fencing, masonry, fixture replacements, and general handyman tasks. This can be communicated clearly in your branding, marketing materials, and online presence, emphasizing that these are specialist services delivered with the same commitment to quality.

2. Establish a Separate Business Entity:
   Create a distinct brand or business focusing solely on broader home maintenance. This separation can help preserve your decorator brand’s exclusivity and reputation, while allowing dedicated marketing and positioning for additional services.

Best Practices for a Balanced Approach

• Clarify Your Brand Identity:
  If choosing to expand under your current brand, explicitly include your new services in your business description and marketing messages, highlighting your expertise and high standards in each area.

• Maintain High Standards:
  Ensure that all services, whether decorating or maintenance, are delivered with the same level of professionalism. Consider setting special standards or certifications for your maintenance services to reinforce quality.

• Use Sub-Branding or Service Tiers:
  If you opt for a combined approach, consider categorizing your offerings (e.g., “Decorating & Home Maintenance Specialist”) so clients understand your core competency while also recognizing the additional services.

• Partner with Trusted Tradespeople:
  Since some tasks may be outside your skillset, collaborating with reliable subcontractors allows you to ensure quality and uphold your reputation.

• Manage Client Expectations:
  Be transparent about your scope of work and expertise. Position your