Why is Branding Important and How do I Build A Brand?
Branding is the foundation to all marketing and sales departments. Construction companies should be no exception.
Many companies may have sales and marketing strategies and goals- but to take your business to the next level it is important to dig a little deeper. Branding includes your logo, font and color scheme. However, this is only half of your brand elements.
A list of items that should be embracing your brand and company values:
- Website
- Email Blasts
- Email Signatures
- Proposals
- Resumes & CV’s
- Project Sheets & References
- Blogs & Editorials
- Brochures
- Ads
- Tradeshow Banners
- Client Letters & all other External Communications
Branding encompasses every facet of your company. When establishing your brand you want to focus on your competitive advantage or niche. What does your company do better than any of your competitors? That should be summed up into one or two sentences (an elevator pitch) and be the motto of your company. This statement will be the mindset of your employees and sales team, influence how your company is positioned and how you want to be perceived by your clients (and potential clients).
A well-crafted elevator pitch will concisely tell a prospect who you are, what your company does, who you are trying to reach and most importantly what problems you solve. After that, your marketing campaigns should be “results oriented.” Every ad, email blast or blog should be focused on what you are solving for your clients to make their lives easier, better, cheaper, faster or stronger.
Consistency is key.
Branding is only effective when everything is consistent. This includes everything from color scheme and fonts to the flow of a sales conversation. This will all reinforce your positioning and perception. The end game is to close a sale but it is important to convey your message consistently and persistently. If you’re connecting with your clients effectively and always providing value, the sale will follow.