Building Your Brand
New Brand, Who This?
A brand is more than just the image you see on site signage and hardhats. Sure, it includes your logo, but your brand is really about the overall presence your business brings to the world around you. If you haven’t identified what your brand is, chances are there are others who have already assigned one to you.
Construction is a well-connected industry that’s built on relationships. Even if you haven’t worked with ABC Construction before, you’ve heard about what kind of company they are, how they treat their team members, and how they do business – that’s what a brand is.
Building a positive brand identity is important for a number of reasons:
It makes you more memorable
It leads to more referrals
It speaks volumes to potential employees
It’s never too late to identify your brand or to rebrand yourself. There are a few ways construction companies can create a successful brand:
Know your audience: any marketer will tell you that knowing your audience is critical for any campaign, and is especially important when creating your brand. Research your target audience, identify the best ways to connect with them, and tailor your brand and your marketing material to them. Speaking to your audience using language is key to connecting with them and capturing their interest. Some companies find it helpful to create a persona to help team members visualize who they’re trying to connect with.
Choose your style: every piece of your business should feel connected to each other. Choose what type of business you want to be, and choose how that business sounds. Consistent tone and messaging throughout your business leads to a strong brand identity.
Design aspects: whether it’s a new company and a brand new design, or an older company looking to modernize things, start with your logo and work your way down from there. Your logo is the most visually recognizable thing about your brand, so make it stand out. Choose colours and a font that stays consistent with the style you’ve chosen for yourself.
Put it to use: apply your new branding across your business. Update your templates, merchandise, and stationary. Communicate the changes to your team and set your expectations for how the rebrand impacts them.
Check in: have conversations with key stakeholders to gauge their perception of your brand. If it’s what you initially set out to do – excellent! You’ve done it. If you don’t get the response you were looking for, check in to see how you can tweak your messaging, style, or design to better align with how you want to be perceived.
Building your brand doesn’t stop once you’ve gone through these steps. Continuous monitoring helps ensure your brand maintains its identity. Determining what sets you apart from competitors and continuously communicating that difference is how you ensure your company stands out.
Looking for help getting started? Contact us for a consultation.