In an era where business cards and brochures are no longer enough, your construction company needs a strong online brand to reach your clients and prove your value. That doesn’t have to mean splashing out for brand strategists and graphic designers, though. Some of the most important aspects of online branding cost nothing more than time
- Express your why – Your “why” is the higher purpose and shared values of your business that reach your clients on an emotional level. It’s the reason your clients choose to work with you and not your equally skilled competitor. These ideals should come across in all your online branding. If your “why” is constructing office buildings that reduce worker stress, build your branding around features for low-stress workplaces.
- Know your audience – Instead of defining your target clients merely as “commercial real estate investors” or “residential property developers,” aim for a deeper understanding of what motivates them beyond turning a profit. Do they invest in commercial real estate to have assets that create freedom for their family? Do they build multi-family housing because they believe in providing affordable housing for families with kids? Your branding should speak to these interests, which ideally align with your own company values.
- Build a community – A loyal following gives you a bigger base to draw repeat business from, more opportunities for referrals, and social proof that attracts new clients. With the broad reach it gives you, the Internet makes it easy to build a community around your brand. Share updates from your clients with your social media followers, start a Facebook group for retail property investors or run a project or challenge your audience can participate in.
- Get the look – Cohesive, consistent branding shows potential clients you’re a serious business that has its act together. It also improves brand recognition. Make sure your website, social media profiles, infographics, and other online marketing material use the same color palette, typography, and style of photography. Use a consistent voice for your marketing copy.