Brand recognition is everything for your construction company, and a unique brand identity makes all the difference. The better people feel they know your brand, the more likely they’ll be to make yours their construction company of choice. But, like driving a backhoe or grading a slope, good construction company branding is harder than it looks.
We've been in the construction company branding game a while now (over 20 years!). Along the way, we've seen brilliant branding trends become industry mainstays (hello, company logos on hi-vis vests!). And there have been plenty of uninspired attempts we wish we could unsee, too (we're looking at you, generic logo designs).
Recently, we've noticed some interesting shifts in construction branding – and most of them are positive. We'll tell you all about the great things construction companies are doing to promote their brands, and the less impressive tactics we hope will hit the road.
Positive branding trends in the construction industry
Let’s start with the good stuff. It's encouraging to see construction companies embrace these trends in their branding.
Developing a brand identity and embracing storytelling
Construction branding is about more than defining a target audience. It’s about telling a story that resonates with them.
Construction clients are humans, too. They're driven by fears (like losing money on a project or missing a major deadline), and they want to feel confident in the vendors they choose. The better you understand the feelings that affect their vendor decisions, the better your construction company can tell a story that relieves their worries and makes them feel confident hiring you.
We've noticed brand identities and storytelling tactics that start with the company's core values and turn them into unique selling propositions (USPs) that matter to the people they serve. That's branding 101, but for too long, the construction industry’s been missing it.
Strong digital presence and social media engagement
It's great to see construction companies think like a branding agency when it comes to social media. Companies that once completely ignored social media platforms are posting with relish, sharing client success stories, construction projects they’re proud of, and encouraging user-generated content like before-and-after videos and photos.
And they’re bringing that digital presence home with better, sleeker, more contemporary website designs. Construction companies have realized that their clients want to see a professional-looking (and properly functioning) website before they start talking to the company.
Client-centered branding strategy
Construction companies are putting the client first in their branding and web design like never before. The people you serve are the real stars of the show. That means fewer "we" statements in your website copy and less self-promotional language in your blogs and social media posts.
With the exception of your website's About page, every word of your messaging should tell potential customers what's in it for them.
Rebranding and modernizing construction logos
A logo is never just a logo – it's a valuable piece of creative property that can make the difference between a recognizable brand and a forgettable one.
Logos are part of a strong brand identity. Good ones should, in an instant, convey a company's brand values and the USPs that make them a better choice than the competition. There's simply no way for a generic logo design to accomplish that, and construction companies have started to take note.
Construction branding trends we hope don't continue
We'd love to give an "A" for effort, but these branding efforts simply don't deserve it. The sooner they're ditched, the better.
Using too many stock images
While we love to see construction brands rethinking their websites, we hate to see the damage they're doing to their professional reputation by overusing stock images.
Sometimes, stock images can't be helped. You need high quality photos on your website to look professional, and it's usually obvious you haven't invested in photography if you're using your cousin's cell phone snaps from your last Christmas party as your cover image. Stock photos seem like a quick, affordable solution.
But clients can tell your photos aren't real, and if you overuse them, they'll start to wonder where you're hiding your real employees. People don't want to do business with stock image models – they want to do business with you. Invest in professional photos of your real staff and crews.
Overuse of jargon in the wrong places
Bringing the technical details of architecture, engineering, and construction to the masses is an admirable goal, but your website's home page isn't the place for it. Most of your branding should focus on the solutions you offer clients and the success you've helped them achieve.
Leave jargon out of high-visibility branding locations like social media profiles and main page banners. But do include them in the details section of a services page or in a case study on your blog. Your technical expertise is a major selling point, but before you can showcase it, you have to hook your audience with clear, uncluttered copy.
Oversimplification of complex projects and your brand
At the risk of contradicting ourselves, we'd like construction brands to stop trying to sound too simple. You want to seem authentic and friendly, but construction is complex.
In the last section, we warned against adding too much jargon to home pages and social media posts, and that advice still stands. But equally, construction companies shouldn't dumb down their services in an effort to sound extra friendly or simplistic. By trying to be universally appealing, they're winding up universally generic.
You're professionals with a respected name in a tough, competitive marketplace. You've earned that name through years of study, experience, and innovative construction solutions, and it's okay to say so.
Lack of clear differentiators
Just like your unique logo, your brand needs clear differentiators – your USPs – that set you apart from the competition. Construction brands are getting better at investing in professional logo design and websites, but they're still missing the mark when it comes to creating a brand that's truly unique.
Think about the USPs that make you really different. They could be your decades as a family-run business or your commitment to sustainable building practices. Define them and give them prime real estate on your website. Refer to them in your copy and keep them in mind even when you're writing social posts – but continue to frame them as benefits for the client so you don't wander into self-congratulatory territory.
Inconsistent branding
It's excellent to see construction brands embracing the many ways they can reach customers – social media, websites, email marketing, digital advertising campaigns, printed media, and even search engine optimization. But it's important that branding remains consistent across each of those platforms.
Inconsistent branding pulls the rug out from underneath the reader. Just when they feel they're getting to know your company, you throw them a curve ball and confuse them. Instead of showcasing your brand's personality, you'll sound incoherent, and no one's ever seen "incoherent" and thought "professional and trustworthy". Keep up the multi-front branding, but keep it consistent.
Let's set your construction company apart from the trends
Much as we love to watch the fascinating world of branding evolve, there's a timeless truth that risks getting lost in the shuffle: solid – and sustained – branding and marketing strategies are better than following trends.
Let's create a brand identity that's true to your values and helps you deliver on your brand promise.