By Ashlee Brayfield
Competition in the homebuilding and renovation industry is fierce, which means that growing your construction business requires a strong marketing and branding strategy. Whether your construction company is nestled in a rural town or a large city, you need to proactively brand your business to take part in that growth. Here are six ways that strong brand identity will drive sales for your construction business.
What is brand identity?
Brand identity is the visible elements of a brand, including colour, design, and a brand’s logo. It’s the manner in which a business presents itself to the public and distinguishes the company in the mind of consumers. Put simply: it’s what you, customers, and prospective customers can see.
You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical (e.g. “the shoe is lightweight”) and emotional way (e.g. “the shoe makes me feel powerful”). It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
It is vital that your company’s brand identity highlights the best attributes of your business. Be deliberate in creating your brand identity and leave nothing to chance.
Every company has a story to tell. Invite your customers and clients into yours. The company story you portray will help connect your audience to your brand. Your story should be interesting, relatable, promising, and successful. Your story should be painted with good design and solid language that is consistent with what you represent. It should reflect your brand.
What is a brand?
A brand is the sum total of the experience your customers and customer prospects have with your company or organization. Originally, the term “brand” referred to the mark that cattle ranchers put (“branded”) on their cattle. But the concept of brand has evolved to include much more than a single visual element.
A strong brand is more important today than it has ever been. When developing your brand story consider the following:
Your brand identity starts with you – what your company represents and the story you tell.
Good brand identity gets you noticed. Great brand identity gets you remembered. Humans are visual creatures. And, your business logo is the most important element of your brand identity. Your logo is the face of your company. A dynamic, professional logo will draw the attention of prospective clients and will be recognized by clients for years to come.
So, what makes a good logo? At its most basic, a logo is a small, symbolic piece of artwork that represents a business… When you set aside all the design trends and fancy fonts, at its core, a logo must:
Everything else is optional.
In fact, I’ll go one step further. Every design choice in your logo should exist only to serve and strengthen the four items listed above. And, if you meet these four requirements, many other commonly cited logo must-haves, like simplicity and memorability, naturally follow.
No business will succeed without trust and credibility. And, building that trust doesn’t happen overnight. Ensure your brand embodies trustworthiness in addition to quality to gain a client’s trust. And, be committed to that message. It is important that you not underestimate the importance of brand authenticity.
Trust and credibility are even more important for a construction business. People want to feel safe at home. It’s their sacred place. They will want to know that their builder is capable, professional, trustworthy, and knowledgeable.
Consider these essential elements to building trust with your brand:
If your brand successfully builds trust, your customers will feel confident that you know what you’re doing and that they’re spending their money wisely when they hire you.
In a single day, the average consumer is exposed to somewhere between 3,000 and 10,000 brands. Yet somehow, some brands can cut through the noise and grab their attention. Well-recognized brands produce strong activity in parts of the brain that are associated with a positive response. Unknown brands do the opposite, activating parts of the brain associated with negative emotions.
Psychology plays a large role in marketing and branding. After all, design influences consumer behavior and there are many psychological factors that go into consumer decision-making.
Look for opportunities, big and small, to translate these factors into your branding. For example, be sure that your business name is unique. “Alan’s Construction Company” might reflect your name, but if there are other businesses in your geographic area with the same name, you won’t be able to differentiate. You’ll simply confuse your clients and prospective clients.
Whether you’re rolling out a new brand, promoting an existing brand, or refreshing your brand identity, it’s important to stand out from your competition.
You can do this with a unique visual brand identity featuring a stand-out colour palette, brand-appropriate graphics, and a memorable business logo. You can differentiate with a unique brand message and personality.
And, you can stand out with a unique selling proposition (or “USP”). Ultimately, a USP is what your business stands for. For example, you could say that Apple’s USP is found in “user experience”: everything they do is meant to have the user at its core. Google’s USP might be in the way they connect people with information, whereas Amazon’s might be providing whatever product you need quickly, efficiently, and at as low a cost as possible.
Figuring out what your USP is can take time, but it’s a crucial piece of your brand. Knowing what it is can help you sell better to your existing customers, and more importantly possible customers.
Whatever your unique selling proposition is…make sure you take the time to figure it out, share it with your customers, and then deliver it every time.
Set your brand apart from the competition by:
Competition in the construction industry is fierce. Staying brand consistent, and focusing on the customer first will help you blow your competitors out of the water.
For construction employees, it’s never just a job. The construction field is anchored by hard work, quality craftsmanship, and consistency. Employees who understand their employer’s mission are more likely to be motivated to work toward common goals.
Inspire current employees.
A strong brand is one that employees can get behind and rally around. This is important for two reasons. First, a recent study found out that employee satisfaction correlates positively with higher productivity and profitability.
Second, according to the 2020 Edelman Trust Barometer, regular employees are regarded as more credible than CEOs, entrepreneurs, and members of the board. Those employees can provide some of your best word-of-mouth marketing. With 98 per cent of employees being active on at least one personal social media account, 50 per cent are posting about their company.
Attract future employees.
Your company brand identity will impact your ability to attract future employees. You want the best people on your team. But how do you find them?
A strong brand identity eliminates the need to hunt for quality employees: they will come to you. 84 per cent of job seekers indicate that the reputation of a company is important and a factor in choosing to apply.
Don’t leave your brand identity to chance. Create a strong brand identity to drive sales in your construction business.