While creating a brand identity isn’t the easiest thing in the world, it is undoubtedly one of the most critical factors in determining a company’s success, especially in high-competition industries such as construction.
For that reason, it makes sense to design a compelling brand identity that contributes to business growth … and perhaps even ensures your company’s survival.
Here are the top 8 tactics for creating a construction brand identity that will take a business from foundation to finishing work.
1. Choose Your Business Name Carefully
Well, if you don’t choose the name for your business carefully, your audience may have trouble remembering your company—or may avoid it entirely! People tend to like simple, straightforward names, especially for construction companies. Business names that are too convoluted, difficult to pronounce or spell, or that don’t accurately reflect the focus of a business can result in loss of customers.
2. Research the Competition
There is a lot of competition in construction. Apart from the fact that good construction companies are always needed, it is important that you do not rely on that need and stop researching your competition.
It’s not just a matter of recognizing what other companies might offer similar services to your chosen viewers; you want to avoid looking like any other company, which might confuse your audience and hinder your efforts to build a brand that really stands out.
3. Design an Accurate Logo
Your company logo is an important part of your business brand, as it serves as the visual identifier of the product. Your company logo is usually the first piece of product that attracts or is interested a new customer, and it is a visible mark that is often associated with a company.
Creating an accurate, unique, and memorable logo is essential to gaining ownership of your construction company. Other factors play into the design of a good construction company logo, but the most important thing is to ensure that the design accurately reflects the type of product you want to produce.
4. Color Choice Matters
In building your company identity, from logo to bottom, color choices are one of the most important things to consider. The colors you choose can influence how customers view your product, and it may attract your target audience and encourage them to look for your company.
That’s a long list of color choices, but it’s an important part of product brand identity. The most common color choices in the construction industry are black, perceived as dynamic, non-absurd, sophisticated, and straightforward. The next moment is blue, which is associated with honesty, trustworthiness, and serenity — all the qualities required in the construction business.
5. Highlight Your Company’s Specialty
There are endless speciality areas for the construction business. Is your company focused on building new homes? Renovation or addition to existing houses? Construction of small businesses? Commercial, such as self-employment or HVAC?
Either way, incorporating a key to a product selection is key to building an accurate identity, the promises that are delivered to your audience and keeping them. Focus on the specifics of your marketing and company website.
6. Design for Your Audience
We’ve discussed the need to focus on your technical areas, make unfulfilled promises, and keep the local feature in the centre of your product, but another strategy you should use is to ensure that your brand identity is specially designed for targeted audiences.
In short, make sure you fully understand your intended audience and what they want and build your brand identity in a way that attracts existing members.
7. Be Easy to Find
While we’re talking about where to advertise, the brand-building tactic is to ensure that—whatever channel or platform you choose—your brand is easy to find and easy to connect with.
Social media accounts are often recommended as one of the best ways to communicate with your audience, but they are also helpful in getting your audience to know your business better and reach out to you.
8. Communicate Effectively With Your Audience
As well as targeted product design, you need to make sure your marketing materials communicate effectively with your audience. That includes choosing where you advertise. If your audience is young, new home buyers, for example, would not advertise in AARP magazine but would probably focus on social media.
It also means choosing the most effective way to communicate. Whether that communication takes place through social media, email, print advertising, or your company’s website will depend on the type of people in your audience.