Branding Your Construction Company
Whether you realize it or not, every decision you make impacts your company’s brand — every interaction you have with current or prospective clients, every project you complete and every bid you win or lose. Branding is a mix of many factors, including your reputation, successes, failures, customer service, etc.
If you’re a contractor, you probably have your go-to guys–the guy you call when you need drywall, when you need roofing, foundation…the list goes on. If you’re in this cycle, the need for branding may seem irrelevant. However, for the longevity of your company’s growth and success, it’s essential that you create a recognizable brand for your construction company.
Establishing a quality brand takes perseverance and patience—but it’s worth the effort. Here are steps to help you with your branding.
Set a Branding Budget
When you’re deciding how much money to spend on a brand, know that you get what you pay for. A home-made logo probably won’t be of the same quality as a professional design. Professionals suggest that you spend 1%-10% of your overall revenue on marketing—and branding is only a part of that budget.
Creating a solid brand identity will let you effectively market your construction company. Branding can be time and cost consuming, so make sure you play with the numbers to see what you can afford. You want to be realistic when building your plan to make sure you can follow through.
This is the easy part. To be a business in the first place, you must have a name, so that part’ already in the bag. Next, establishing your brand’s logo can be as simple or as complicated as you want it to be (or as you have time for).
Don’t make the common mistake of relying on a friend or relative who has dabbled in Photoshop to design your logo and other marketing materials. Your brand identity is too important to leave in the hands of an amateur. Hire a professional designer. Just like people hire you for your construction expertise, people hire professional designers for their specialized skills. They can help you develop the right image, choose the right colors and decide on a tag line, if necessary.
Be Found Online
Your website should include pictures of work you’ve done, testimonials from happy customers, and contact information so that new clients can get in touch with you.
A social media presence can also be important to getting interactive online with your current and potential clients. Each social media site has its own set of rules and can be a time and cost-consuming endeavor. You can choose to outsource your social media to a marketing firm or keep it in-house. Either way, make sure you are dedicating enough time to building your online presence so you don’t fall flat of your expectations.
Your website will often be your first opportunity to make a good impression on a potential client, so make sure you have a clean responsive website and an SEO Company that will help draw traffic to your site.
Custom Branded Apparel
In the construction business, you probably know a lot of the contacts in your field. You’ve either done work with them, bid against them, or seen the work they’ve done. In this respect, it is easy to skip past the branding aspect because you all know each other, however, if you plan on growing your company, you’re going to need to be present in many different places, not just where your face can be seen at any given time. Recognizable branding allows your company to be present in many places at once. When guys from other companies see your employees wearing your branded polos, t-shirts, hoodies and or sweatshirts on the job, they immediately know who they’re working with.