Why Marketing in the Off-Season is Critical to Building Your Brand

top of mind awarenessBuilding a brand isn’t something you can do overnight. If you want to give your target prospects a clear idea of what your construction company stands for, you’ll need to keep your brand in front of them year-round.

Earn Top of Mind Awareness

Memorability is one of the most valuable benefits a strong brand identity brings your company. Your brand sets you apart from generic general contractors and draws your ideal clients to you. Maybe you’re known as the eco-friendly company that publishes funny yet practical green home renovation tips on social media or the medical facilities specialist that sponsors training seminars for clinic staff.

Creating this kind of memorability requires consistency. Drop off the map over the winter and your would-be clients might not remember you exist, much less what your brand promise is. Stay in touch, though, and you’ll be the first company they think of when they’re ready to start a new project in spring. The work you do to build your brand over the off-season, whether it’s getting your logo seen at events or publishing a series of infographics, keeps your company’s name at the forefront of your prospects’ memories.

Stay Ahead of the Competition

Building your brand’s image in the minds of your potential clients takes time. To really understand what your company is all about, your prospects need to see your marketing repeatedly. By marketing during the off-season, you’re giving yourself more time to educate your prospects about what your company offers, prove your skills, and develop a rapport.

When the construction season comes around again, you’ll have an established relationship with people who really understand the benefits of working with you and who like your team on a personal level. The emotional connections you’ve built through long-term branding fosters a loyalty that isn’t easily undone. That puts you miles ahead of any competitors who wait until spring to start battling for attention along with everyone else.

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