4 Tips To Refine Your Brand And Make It Work For You

building a brandYou 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.

  1. 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?
  2. 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.
  3. 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.
  4. 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.

 

How To Use Branded Content To Generate Leads

brand marketing strategyIn today’s crowded construction market, traditional ads aren’t always enough to get your firm’s brand noticed. By using branded content wisely, you can not only reach a wider audience, but also connect better with your ideal prospects so they’ll be more likely to contact you.

Focus on Quality

For your content to garner any attention at all, it must offer real value. You’ll get more leads out of a single piece of well-made content than a dozen articles that blandly repeat facts your audience already knows.

Take the time to create content that’s not just informative, but also entertaining or inspiring. Aim to create content that resonates with your audience on an emotional level, not just an intellectual one. It’s this emotional aspect that sets branded content apart from ordinary content marketing material.

Using branded content doesn’t have to be limited to publishing blog posts, photos of your projects, and video tours of your job sites, either. An unusual format, such as a music video, a game, or a series of interviews can do a lot to set you apart from other construction firms and intrigue your audience enough that they make the effort to get in touch with you.

Guide Your Audience to You

While branded content can get your name in front of your target audience, it won’t necessarily bring you leads unless you steer your audience in the right direction. Your branding can be subtle or direct, but there must be some way for your audience to connect the content with your firm.

End your articles with a note about who created the content, with or without a call to action. In your videos, place your logo in the corner or create a simple outro that introduces your firm. If you prefer a more modest approach, include a link in the video description that leads viewers to a page where they can learn more about how the video was made and how your services fit in.

The Value Of Effectively Branded Content

brand buildingWhen your prospects have thousands of other construction firms just a click away, it’s hard to stand out based on your services alone. Consistent brand building shows off your unique competencies more clearly while also connecting with your ideal clients and building lasting loyalty.

Holding Their Attention

Branded content is any content strongly associated with a specific brand and that aims to evoke emotions and encourage interaction. It blends marketing with storytelling and personal relationships.

To create content like this, you need to start with your client’s own stories. That means really getting to know the people in your target market both by collecting data and by talking with them in person. Then associate what you learn with the construction services you offer.

Done well, you’ll have content that reflects your clients’ reality and connects with them on a personal and emotional level. When your prospects feel like your marketing message is speaking directly to them and has real relevance, they’re more likely pay close attention all the way to the end. You’ll then have a better chance to demonstrate the benefits of your services and why you’re better than your competition.

Capturing Their Hearts

While advertorials aim to soft-sell by focusing on facts, branded content combines facts with positive feelings. The emotional connection this kind of brand building content creates is something that can’t be easily replaced by another firm. As a result, your clients’ choice to hire your firm is no longer merely a coldly logical business decision, but rather a personal one.

Clients who are emotionally attached to your brand are more likely to advocate for you and send referrals your way. If an emotionally connected client is unhappy with something, they’re more likely to tell you and work things through, rather than simply move on to another firm. They’ll also be more willing to defend your name if you ever have a public relations issue. In addition, these clients are less price sensitive, meaning you can set more profitable rates.