What if people wanted to work with you before you even made a pitch? In this episode of Hard Hat to CEO, Chris G. talks with Jerry Gennaria, CEO of Toky, about how contractors, builders, and engineers can build a brand that makes sales easier. Jerry breaks down how to figure out what really makes your business different, even if it feels like you’re saying the same thing as everyone else. You’ll learn how branding isn’t just about logos, it’s about building trust and showing people why they should choose you. If you're ready to step out of the jobsite mindset and into the CEO role, this one’s for you.

Jerry Gennaria is the President and CEO of TOKY, a branding and strategic consulting firm based in St. Louis. With over 27 years in business and a decade-plus of experience in the architecture, engineering, and construction (AEC) space, TOKY specializes in helping firms uncover what truly sets them apart. Jerry started as a designer and transitioned into brand and marketing strategy, working with top agencies since 1998. Under his leadership, TOKY has partnered with hundreds of AEC firms to clarify their message, improve their brand presence, and make sales easier by building trust before the first conversation.

Connect with Jerry:
Website: https://toky.com/
LinkedIn: https://www.linkedin.com/in/gennaria/
Email: jerry@toky.com

Episode highlights:
(0:00 ) Intro
(1:09 ) Meet Jerry Janeria of Toki
(2:21 ) What “AEC” stands for and why it’s key
(2:40 ) What a brand really is (not just a logo)
(5:05 ) Branding values and behavior
(8:00 ) How to stand out in a crowded market
(11:22 ) Creating a brand truth with a unique POV
(16:13 ) Don’t worry, you already have something worth branding
(19:13 ) Does branding have to be expensive?
(24:39 ) The 5 Whys method to find your real difference
(26:28 ) Why visuals still matter
(29:45 ) How branding supports your shift from worker to CEO
(31:32 ) How to find Jerry and his resources
(32:33 ) Outro

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