In the uber-competitive construction world, your brand is more than just your logo on a site plan – it's the beating heart of your business.
Facing a huge variety of choices, in a very competitive marketplace, potential clients need a reason to pick you. Your brand is that reason. It’s what makes you a big name in the industry, not just another player.
Let’s take a journey into the world of branding and how marketing connects with your audience to keep your brand top of mind. We’ll uncover how a powerhouse brand can do more than just win jobs – it can win the right jobs.
First, Let’s Understand the Basics: Construction Branding vs. Marketing
You’re great at what you do, but are you successfully showcasing what makes you different and the value you bring to your industry and clients?
What is Branding?
Think of your brand as the personality and foundation of your construction business.
It's the vibe people get from your company, how they talk about you when you’re not “in the room”, the first – and lasting – impression people get of what your company is all about. It's made up of your identity, your values, your uniqueness, and a message that sticks in your clients’ minds.
What is Marketing?
Marketing on the other hand is the megaphone and 24/7 billboard for the strong brand you’ve created.
It involves strategies and campaigns to put your brand and construction services in the spotlight. It’s an action plan that offers quick wins and immediate responses, combined with long term recognition and relationships.
Key Differences Between Marketing & Branding
- Purpose: Branding is for building trust; marketing is for awareness and sales.
- Duration: Branding is for the long haul; marketing is the “here and now”.
- Focus: Branding is how you make a prospect feel; marketing is the actions you compel a prospect to take.
- Scope: Branding is your business’s DNA; marketing is how you use that DNA to reach people.
Both marketing and branding are essential for construction companies, but it’s the synergy between the two that creates a lasting impact and generates leads long-term.
Building Your Brand: 8 Elements of a Strong Construction Brand
Earlier, we stated that your brand is more than just your construction logo. So let’s breakdown what this means:
- Brand Identity: Your company’s story, overall look, and feel. Including your company logo, colors, fonts, tagline, construction website, and more – make sure they scream quality, professionalism, and authenticity.
- Brand Voice & Messaging: How you talk, write, and interact makes a huge difference in what people think and how they connect with you.
- Customer Experience: Every interaction counts. From the first call with your construction firm to the final handshake, make it memorable. For better or worse – their experience is their perception of you!
- Brand Values & Ethics: What you stand for matters to your audience. Be clear and present across your entire business, branding, and marketing landscape.
- Brand Consistency: Keep it cohesive. Make sure your brand has the same look, feel, message, and professionalism – everywhere.
- Employee Ambassadors: Your team is the face of your brand. They should represent it proudly and professionally at every interaction.
- Brand Visibility: How and where your brand appears, from online platforms to printed marketing materials, plays a crucial role in brand recognition. Community and industry engagement boost your brand’s awareness and street cred.
- Brand Differentiation: What’s your superpower? Pinpoint what makes you stand out in a clear UVP statement and highlight your points of differentiation across all branding materials. More on that below.
Here are 3 examples of contractors that encompass all 8 of these traits: Royal Electric, Lund Construction, SSEC
Not sure how your construction branding matches up to the elements of a strong construction brand? Check out my other article, “10 Ways Bad Branding Can Scare Away Your Customers.”
The Foundation of Your Brand: Identifying Your Unique Value Proposition (UVPs)
In the construction world, your UVPs are the traits that set you apart and make clients choose you. So, how can you create a UVP statement of your own?
- Identify Your Uniqueness: What makes you different? Is it your tech, equipment, process, materials, or team?
- State Your Value: Be clear about how this uniqueness helps your clients.
- Keep it Snappy: Your UVP should resonate, and be easy to remember and repeat.
- Back it Up: Make sure you can deliver on your UVP’s promise and prove it to prospects.
- Use Your UVP: It should be everywhere – in your marketing materials, sales pitches, team training and more.
UVP Examples from Leading Construction Companies
Take a look at these UVP statements we crafted for our clients and others from leading global brands – It's all about finding what makes you, you.
Royal Electric emphasizes their end-to-end solutions and award-winning quality: “With a rich legacy dating back to 1971, Royal Electric has consistently delivered excellence in full-service electrical contracting and underground construction. Leveraging innovative techniques, specialized tools, and a meticulous pre-planning process, our experienced team, coupled with an expansive fleet, ensures the successful execution of complex projects within tight schedules.”
SSEC focuses on their risk reduction benefits and sustainable approach: “Developers, Government Agencies, and Contractors across the Northern and Western Regions count on SSEC for our large fleet, experienced team, and fast response time to mitigate containment risks for public and private projects. Our sustainable, full scope solutions prevent delays and costly fines, while protecting the environment.”
Fluor emphasizes their capability to work on some of the most complex construction projects with their UVP statement: “Fluor Corporation (NYSE: FLR) is building a better world by applying world-class expertise to solve its clients' greatest challenges.”
Turner focuses on the personal service they offer as a smaller firm backed by the power of a global organization in their UVP statement: “Turner offers clients the accessibility and support of a local firm with the stability and resources of a multinational organization.”
Bringing Your Brand to Life Through Consistent Marketing
Now that we’ve laid down the foundations of what makes a great brand, let’s discuss nurturing and growing it with focused, consistent marketing efforts.
Lay the Groundwork
Getting your marketing strategy spot-on is like getting the foundations of a building right. Know who you're talking to, share stuff they'll love, and make sure you're seen and heard on all the right platforms.
Reinforce Your Brand Message
Keeping your brand's message consistent is like making sure every brick lines up perfectly. Your look, the way you talk, the feel of your brand – it should all line up and resonate with your audience at every interaction, no matter where people find you.
Roll with the Changes
The construction world is always changing, and so should your marketing. Keep an eye on what's new, listen to what people are saying, and tweak your plan as you go. Staying current and connected is key.
With custom construction branding that grows as you do, you can ensure your brand identity is always on-point and draws in leads that gel with your values and ambitions.
Grow Your Brand
Your brand is your story, and we’re here to help you tell it.
At BRIXbranding, we understand the intricacies of branding in construction. With unique creativity and strategic savvy, we’ll make your brand your most valuable asset.
With a branding strategy that evolves with you and attracts the right leads, we’ll be your partner to shape how the world sees your company. Connect with us on Linkedin, or visit our website, and let's build an incredible brand together!