With countless construction companies available to customers, branding has become essential in making sure you stand out from competitors. In addition to marketing and advertising, your brand is a quintessential part of your company and goes far beyond just your logo or design scheme. A brand is a customer promise, an experience and a personality that makes customers want to select you over others. Whether you are a small start-up construction business, or a well-established company, this article provides strategies you can use to develop your brand, and the steps necessary to creating a cohesive and unified message to your customers. Use these tips to kick start your path to success.
Identify your Unique Selling Proposition
First and foremost, identify your unique selling point and determine how your company can innovate in the industry. Determining what your brand offers will help dictate what your brand message will be, ultimately creating a clearer picture for customers. Furthermore, elaborating on your brand’s differences among your competitors will prove to be a powerful tool. Make clear what your company does well, be it commercial or industrial, large scale or small scale jobs, remodeling, sustainable construction practices and so on. Being transparent about what your company offers will help your business stand out in the industry. Establishing your brand’s specialization is the first step in identifying your brand identity, but more importantly, it creates the perception that you are an expert in your field. Be able to summarize your brand identity in a simple and straightforward manner, which will help address any confusion customers may have when searching for the right construction company.
Establish your Brand’s Aesthetic
After recognizing what your brand does best, it is time to start building your aesthetics and developing your public persona. This needs to be done strategically and thoughtfully, and must reflect your brand identity. This is where aesthetics comes into play, along with creating the right logo, website design and color scheme which can really reinforce your brand. If you have a company that is built on a fun and collaborative work culture, make sure these values are reflected in your brand’s overall aesthetics, whether it is on your company website or social media accounts. Keep your branding consistent, throughout all of your promotional efforts. Whether you decide to create brochures, giveaways or ads, make sure you are using one distinct logo and a consistent line of messaging to help you stand out in the mind of customers.
Understand your Audience
The audience for the construction industry is incredibly varied and diverse. Your goal shouldn’t be to target the entire industry, but to find your niche and target this particular market. Take the time to research the industry, and identify specific audiences and segments that can benefit the most from your product. Take your knowledge of the industry, learn what customers want and communicate your brand as the solution. Positioning your brand in this manner will benefit your business because it clearly shows people where your company fits within an industry with endless options. Taking a proactive approach and dictating to customers the specific areas your brand can address can tremendously influence the success of your company.
Tailor your Marketing Messages to Reflect your Brand
Once you have identified your unique selling proposition, decided on specific aesthetics, and have researched your audience, it is time to begin marketing. Construction marketing often entails a wide range of campaigns and strategies aimed at reaching customers in a variety of ways. Use your brand’s website as the key anchor in your marketing campaign, ensuring that all necessary information a customer may need to know is easily accessible. More importantly, use your website to further reinforce the uniqueness of your company, detailing why you provide a better option as compared to your competition.
Once you feel your website has all the necessary information and reflects your brand’s personality, use other forms of marketing to your advantage. Use social media as a marketing strategy, and expand your presence online. This will not only better connect you to customers, but also expose you to prospective clients. Social media sites like Facebook and Twitter are also areas for your brand to exploit, and make deeper and more meaningful connections to customers. Use these avenues to reiterate your brand message and most importantly, distinguish your company from competitors. Social media, construction blogs and trade publications are also great ways for generating traffic back to your website.
Highlight Past Successes
Once you have completed a project, the work doesn’t stop there. Utilize your past projects and clients to your advantage by highlighting these successes and showcasing the quality of your work. These including publishing Q and A articles, interviews and case studies that you can post on your website, and also storm social media and the Internet with. Create highlight videos of past projects as well as happy customers who wish to share their positive experiences with the public. Additionally, encourage your customers to review your work on popular review sites such as Yelp, so that prospective clients can also find ways to assess your company.
Although branding has always played an important role in pushing a business forward, increased competition has made branding integral for your business to differentiate itself from competitors. Taking a step back and identifying what your company brings to the industry is the first step. Tailoring your brand around this will help to create a more authentic public perception. Once you have identified your target audience, utilize both traditional and contemporary forms of media to consistently reiterate your brand identity. By practicing these strategies, you will better define your brand for clients, and most importantly begin to differentiate yourselves from the competition.