Customers today have a nearly endless number of options when it comes to partnering with a construction company for a residential or commercial project. It’s not enough just to do a great job, though that’s important, too!
To stand out from the crowd, construction companies need to focus on creating a strong brand presence. Customers develop emotional connections with companies that have confident, memorable brand identities. Brand-building can help you bring in more customers, improve company culture, and can help you develop a framework for future growth. These five branding guidelines will help you get started.
1 Use Your Brand Identity to Tell A Story
In a field like construction, it’s important to connect with customers on a human level. Yes, people are looking for someone who will do good work, on time and under budget, but when there are so many choices, a brand that feels authentic and welcoming will stand out.
Brand storytelling is about more than the history of your company. It’s about showing your human side and creating a relationship with customers. Let people see your personality. If you’re naturally funny, don’t be afraid to let that trait come through on your social media posts, for example.
2 Invest in a Quality Logo
Reach out to a design team that will spend time getting to know you and your company before getting to work. Your logo is the fastest way to communicate your brand identity, so make sure it’s memorable and captures your true spirit. An effective logo communicates who you are and what you do in a clear, memorable way. Here is a strong example.
It can be tempting to go with the cheapest option you can find for logo design, but this may not be your best bet. Artists willing to create a super low price logo may not care as much about issues like trademarks. The last thing you want to do is wind up involved in a lawsuit because an inexperienced or unethical graphic designer used another artist’s work to design your logo.
3 Study Strong Brand Examples
Take a look around and get some ideas from other construction companies that have a strong brand identity. What do their logos look like? Why do you find the brands appealing? What emotions come to mind when you visit their website or social media channels? Use that inspiration to build your own brand.
4 Coordinate Your Brand Messaging
Spend some time putting together some best practices for using your logo, referring to your company, and the kind of tone you’d like to use. Your list of best practices might contain things like:
- Don’t change the color of the logo or stretch it when including it in a graphic.
- Always use our full company name — Erickson Brothers Premier Construction.
- Our tone is upbeat, friendly, and professional.
- We want customers to feel welcome and confident in our work.
Stick to your best practices when you post on social media, create content for your website, or communicate by email.
5 Identify Your Best Brand Ambassadors
Once you’ve established a strong brand identity, it’s time to share it with the world. Think beyond traditional marketing like print and online advertising. Select a few brand ambassadors from your staff or hire a firm that pairs brand ambassadors with brands.
These savvy marketers are your brand champions. You can send them to trade shows, have them interact with your customers on social media, or use their personas in advertising.
Grow Your Company with a Strong Brand Identity
The time you spend developing a compelling brand identity will be well worth the effort now and down the road. A strong brand identity will grow with your company and guide your marketing and engagement efforts for years to come.