You know exactly how your construction firm outshines the competition, but your potential clients won’t unless you demonstrate it to them. Brand building is one of the most effective ways to do this.
- Know your audience – To be successful, your brand must show your ideal clients that your firm is the one that can best meet their needs. Before you start your brand building efforts, take a closer look at the information you have about those would-be clients. What problems are they trying to solve? What extra services and capabilities appeal to them most?
- Stand for something – Connecting your brand to something larger than yourself helps it stand out in the minds of your prospects. If you specialize in building with ecofriendly materials, you might aim to become a symbol of sustainability in construction. If you build high-end hotels, positioning your firm as a symbol of luxury can help you attract the clients you want.
- Be a leader – Become a thought leader in your segment of the construction industry and you’ll stand out from the crowd while bringing more attention to your expertise. To do that, you need to be willing to provide deep insight into the issues your audience cares about as well as make predictions about future trends and take a stand on controversial construction-related issues. Create content about the things that truly matter to you and your clients, whether that’s improving building safety codes, using 3D printing to build more affordable housing or preserving historical neighborhoods. Network online and offline with people who can help further your ideas, including the media.
- Unify your design – A brand that uses visually cohesive, consistent design is memorable and instantly recognizable. It also feels more like a reliable, developed business that has its act together down to the last detail. For better visual branding, create a brand style guide outlining the color palette, typography, types of images, and voice to be used in all your marketing and packaging.