As of 2018, there were over 670,000 construction businesses registered in the United States alone. That’s just one indicator of how competitive the construction landscape has become. With every contract, bid, and outreach email, your construction company has to stand out from the rest in order to land the deal.
So, how do you build a brand for your business that rises above the noise? How do you leverage the many tools available to business owners today, online and offline, to your advantage?
Here’s where to start.
1. Invest in your brand image.
In today’s crowded job market, having a terrific product or service isn’t enough anymore. You also need to complement it with a great image. Why? Because, across all industries, perception is reality for buyers.
Not only do you need to be experts in your field, you also have to look like the part.
Not only do you need to be experts in your field, you also have to look like the part. And great design can do the trick. If a website, social media channel, or logo looks outdated or amateurish, it’s only natural for the potential customer to perceive the business as unprofessional too.
Start taking brand image more seriously in the coming year. Whether you choose to hire an in-house graphic designer, partner with an agency or hire a skilled freelancer, you have a wide variety of options to choose from.
2. Develop a brand kit.
One of the essentials to developing a strong and consistent brand is creating what’s called a “brand kit”. Simply put, this kit is a guide to the font types, color palette, and tone your company will use in all of its marketing materials—from sales emails to social media posts.
By taking the time to create a brand kit and sharing with the rest of your team, you can rest assured that no alternative versions or weird, one-off changes will be made in the branding you display on the web or in the world—making your brand airtight.
3. Brand everything.
For your brand to stand out and be memorable, be sure to brand all of the company assets you possibly can. This branding should include slapping your logo and colors across your trucks, cars, hard hats (which you can get stickers made for, or customize using a service like Cooper Safety), the watermarks on your contracts, other signage and more. Consider including either a phone number that’s easy to remember or your web address wrapped around your logo.
No matter what industry you’re involved in today, having an active presence on social media, a company blog, and even an email newsletter will take your brand from good to great.
What this does is subtly reinforce your brand to clients. If one of your clients sees your crew working on a project, all while wearing matching green hard hats, you’ll come off as more put-together and well prepared compared to others.
This brand association is why we immediately think of McDonald’s when we see red and yellow, Coke when we see red and white, or Facebook when we see blue and white. The best brands always reinforce themselves whenever possible, whether outright or subconsciously.
4. Have an active social media presence, a blog and email newsletter.
No matter what industry you’re involved in today, having an active presence on social media, a company blog, and even an email newsletter will take your brand from good to great. The main reason behind this: nowadays, consumers want companies to meet them where they’re at.
Meaning, if a client primarily uses Facebook to browse for potential contractors, they’ll expect the best companies to have a presence on that channel. If a client prefers email, they’ll expect the company to answer when they shoot over a note, and so on. On top of that, being present across a variety of platforms will keep consumers aware of you, make you seem on the ball, and increase the chances of you being top of mind the next time they’re in need of your services.
5. Create a brand vision.
You should also create a brand vision, or mission statement, that clearly lays out what your company stands for, where it’s headed, and the traits your employees should have. By laying out your brand vision in writing, your company culture will eventually trickle from the top down. This will help build a trustworthy brand between your company, your team members and your clients.
Standing out from the crowd in an industry as competitive as construction can be tough. Yet, by creating a strong, memorable brand, you’ll position yourself as an option better equipped than your competitors to handle any contract you bid on.
Looking for even more ways to stand out? Here at ExakTime, we’ve helped construction and field service professionals like you better manage their mobile workforce and get an edge on the competition for 20+ years. Learn more about our industry-leading time and attendance tracking solution here.