How you brand your business is crucial because it affects how people perceive it. If their perception is favourable, you’re in good hands. If it is not, you’ll struggle to win new clients. To an extent, your construction business’s ability to land new contracts is at the mercy of your branding.
Even before people get to do business with you, they have a preconceived notion about who you are and what you represent. While you cannot control what people think, it is your responsibility to ensure they believe the best about you. You have to use everything you have to ensure that – this includes your logo, website, articles on your blog, posts on your social media accounts, and so on.
As such, you have to use the best people to do the best work. You need the best social media managers, graphic designers, and construction copywriting service. Still, you should operate within your budget. But don’t forget that what you'll get will be commensurate with what you paid for with respect to these services.
So, how do you build your brand in the construction industry?
An excellent brand is a merger between a great personality and the promise of excellence. Yes, brands have personalities.
Sit down and think hard. What do you want your audience to know your brand as? What personality do you want it to have? Do you want it to be warm and friendly? Reliable, trustworthy, and synonymous with quality? Other traits you might want to think about are professional, fair, well managed, and good value.
Think really hard and then decide. Everything else that will be executed in the brand creation and reputation building process will depend on it.
Once again, you must carefully choose the traits you want your brand to have. The entire brand creation and management process will be focused on ensuring that your business is consistent with the characteristics you decide upon. Anything other than that will result in an inconsistent brand, and people don't want inconsistency.
You will need to create several of your brand assets, and that costs money. Naturally, this should be a percentage of your marketing budget. However much you choose to budget, know that you will get what you pay for as already stated above.
Some of the assets will only require a one-time monetary input. Others will require some form of financial input from time to time, so budget wisely.
When budgeting, know that some of the money will go into the initial brand creation. Most of that investment will be a one-time cost. But you will also invest in brand management activities, so the other portion of that budget will be for these activities.
The first and most important brand asset you will need to create is your logo. Choose a logo that represents you. It must be unique and stand out and should contain elements that tell people what your business is all about.
When it comes to designing your logo and other brand assets, there are several options for you. Some of them are low cost, while others will require more significant financial input.
Now you’re ready to storm the internet. Create a website that matches or complements your logo in colours. Do not settle for less when creating your website – it is both a branding and a marketing asset. Make sure it’s excellent and represents your brand very well.
You should create a blog on your website where you post content about construction. This will help you build authority in your industry. You can check out other construction websites for some construction copywriting examples. Besides your website, create branded social media accounts and build an audience and a loyal following there.
The last part of establishing your presence on the internet is gathering reviews from happy customers. Have them leave reviews for you on Yelp, Google My Business and other platforms. Potential customers often read reviews online before making decisions.
As a construction company, it is not enough to brand your business. You also have to brand your best people. Potential customers want to be sure that the people in your company are also experts in your industry. This reassures them that working with you will mean working with the best. Most people don’t just look at the company’s profile; they also research the people who work there.
Consider it as an investment, because however much money you put into branding your people as experts will pay for itself many times over. People want to work with experts, and they are willing to pay for it.
Branding your construction business is an essential part of your marketing and should not be taken lightly. To create a successful brand, you will need to decide on what you want to be known for, budget for its creation and management, brand your best people, and create a logo, website, and social media accounts. You also have to establish your authority in your industry by blogging about construction.
If you have an in-house branding and copywriting team to carry out all these activities, that’s a good thing. But in most cases, you may want to devote your time to closing new contracts and delivering outstanding results and experience. In this case, you will need a branding agency to help with brand asset creation and an excellent construction copywriting agency to handle all your copywriting and put you at the top of your industry.