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WHY IS BRANDING IMPORTANT FOR A CONSTRUCTION BUSINESS?

Back to the Toolbox


WHAT IS CONSTRUCTION BRANDING?

The word 'branding' is thrown around quite a bit these days, but what does it
really mean? Simply put, branding is what you want people to think of when they
hear your business name. It's the reputation that your company wants to convey
to those who look at your business. So let's jump into what the foundation of
branding is.





Your identity, or more commonly known as your branding. It is a build-up of
everything that your construction firm does and represents, the logo, the
uniforms, the level of work that you supply and even the way you answer your
emails.

Some companies within the construction industry nail their branding, but I'm
here to be honest and I have to admit that a solid 90% of what we have seen from
construction businesses it is very, very poor, which is really unfortunate for
them yet fantastic news to you, where your competitors fail, you can succeed.




There is more to it than you would expect and is a crucial part of the business
that is often extremely overlooked.



When you understand the true value of branding, it can all seem a bit
overwhelming, but hold onto this keynote. Branding speaks volumes about your
business and what it delivers.

In short, it’s the way your clients perceive you. All of us have massive amounts
of competition out there, but customers are looking for businesses in which they
can emotionally connect with. A strong brand is able to stand out in a densely
crowded marketplace. People fall in love with brands, trust them, and believe in
their values. How a brand is perceived by its audience defines its success,
regardless of the industry or size.





WHY IS BUILDING A CONSTRUCTION BRAND IMPORTANT?

Imagine if you were dealing with a company with a poorly put together website,
broken buttons, poor logo design, everything is blurred and pixelated. It would
give a terrible user experience and this is the first impression a potential
client is having with the company. This instantly creates a negative first
impression of an unprofessional, low-quality company, the viewer can only expect
the same for the craftmanship.

Good branding proves that you deliver a quality service, it proves that you are
a competent business and deserves recognition. People tend to do business with
companies they are familiar with, if your branding is consistent and easy to
recognise, it can help people feel more comfortable and trust what you are
offering.




Here are a few reasons why great branding is a necessity:

 * Your brand represents you and your promise
 * A strong brand generates referrals
 * Generates recurring revenue & upsell opportunities
 * Creates brand equity
 * A strong brand generates customer loyalty
 * Provides clarity and connects emotionally with the client
 * Creates free brand awareness.





‍HOW DO I BUILD A FANTASTIC CONSTRUCTION BRAND?

Building your branding is the process of building a visual identity that
presents your business values through the use of your logo, typeface, colours
and so on. So it is clear to see that branding goes way past the logo.

When you think about your brand, you want to think closely about what your
business means to you, and the impact that you want to have upon your customers'
lives. This might sound gimmicky but this is how people will truly be seeing
your business. Once you understand what you want to say, it is time to think
about how that message will be presented





COMMERCIAL VS DOMESTIC CONSTRUCTION BRANDING EXAMPLE

Let's run through a short example of how a commercial business might want to
represent itself differently from a domestic business.




The first step in building any identity is understanding the target audience,
understanding what your clients want and connect with.

A domestic audience is letting people into their homes, trusting them around
their families. You need to build trust and care into your branding, they need
to know that you're not going to do a poor job, leave rubbish everywhere, drag
muddy boots across the house, or even worse, make a hazard due to poor
craftsmanship. Your goal for branding around this audience is to show care,
trust and happiness throughout your branding. Showcase happy families on your
website, professional yet caring logo design and so on.

A commercial audience is rather different, it's not so much about the happy,
caring vibe but more about delivering a professional, competent service. High
quality, no messing about. I like to call this the Mercedes look. Clean,
Sophisticated and means business.  




The two different ways both present a high-quality brand and a great end
product, because why wouldn't it, but we are altering the way we present our
business to create a closer connection with the end client, making us more
memorable and leading to more sales.





VISUAL IDENTITY OF YOUR CONSTRUCTION BUSINESS

Every construction business and brand will need different forms of visual
identity, however, I will bring together the most important and common forms
that a construction company needs and break down the psychological factors of
visual components.





CONSTRUCTION LOGO

The logo is the most common thing people think of when it comes to branding and
it is for good reasoning. Your logo is on your uniforms, your social media
accounts, your vans, your website, your leaflets, etc. It is normally the first
impression a person will have with your business. A construction company logo
should be strong and eye-catching, it needs to stand out against the rest of
your competition and emotionally connect with your audience.

Your logo doesn't always need to say exactly what you do, a plumber does not
need a picture of a wrench or a leaky pipe to show what they do, it's more about
what the logo represents and the first impression it would give to someone.

Let's go over Saint Financial Groups logo, the Saint Bird.

‍



‍

Pretty simplistic, nothing to complex. However, our logo does not actually
represent us or Saint as a business. It represents our clients.

The Dove - represents freedom and peace of mind among our clients and the lives
they live.

The Halo - Represent being a Saint and taking that step no one else would.
Following your heart and passion, this could mean leading your family, your
goals or even your community.

The Colour Blue - The unique blue colour that we use has is a powerful colour
that is very vibrant, therefore being memorable. Blue also has the psychological
traits of being trustworthy, yet modern and advanced. (Popular Examples - Dell
computers, Facebook, Intel, Paypal, Visa)





A FURTHER DIVE INTO COLOUR THEORY AND WHAT COLOURS MEAN

Colour is the best way to communicate emotions! Colour is one of the most
important building blocks to your business identity. Here are some examples of
what different colours mean:

 * Red - Danger / Love
 * Orange - Joyful / Creative
 * Yellow - Energy / Caution
 * Green - Money / Growth
 * Blue - Trust / Dedication
 * Purple - Royal / Magical
 * Pink - Calmness / Optimism
 * Black - Mystery / Death




Yellow and black is very common in the construction industry, however, be wary
of it as a construction business, although you might connect to it as being
construction-focused, a lot of your audience would connect to it as being a
warning or danger ahead. Something to keep in mind.




In addition, this article was written for the UK Market, across the globe there
are many different cultures where colours mean very different things.

A clear example of this is how white is a colour of weddings, happiness, purity,
etc in western society, however, if we go east, white means death, mourning and
humility in many Asian cultures. So always bear in mind colours and their
psychological meanings.

‍


FONTS AND TYPOGRAPHY

The font is all about the message you are delivering, it communicates the
brand’s personality very effectively BUT also how a message is received. We can
use the exact text, word for word, and the power of a font change can change the
entire meaning behind it.






‍

Because human beings respond to visuals such as the above in such an emotional
way, designers can manipulate the psychological responses of their viewers by
making informed choices about the design. This statement follows through
everything in design.

‍

‍


PERSONALITY

The personality of your business is important, it is as I mentioned earlier,
People fall in love with brands, trust them, and believe in their values. Every
brand has a personality to connect with their target audience, this is to both
relate and develop trust with the audience. The personality of your brand is a
strong point and it flows through everything from your logo, typography and the
way you pick up the phone. Here are some examples that you can see in massive
brands.

 * Sophisticated - Rolex, Gucci, Apple
 * Sincerity - Disney, Amazon, Cadbury
 * Competence - Google, Intel, Microsoft
 * Excitement - Tesla, Redbull, Coca-Cola
 * Ruggedness - Timberland, Jeep, North Face
 * Rebel - DC Shoes, Vans, Harley Davidson

‍






WHY IS CONSISTENCY IMPORTANT WITH IDENTITY DESIGN AND BRANDING?

If you are not consistent with your branding, it will never become memorable and
recognisable. Your branding should be consistent throughout everything you do,
from invoices to van livery to the way you dress.

The reputation of your branding will slowly become familiar with your clients
and local area, and when you have achieved this, you will develop trust and
confidence with your clients meanwhile dominating the local area due to your
fantastic brand awareness.

‍

> ‍It takes 5-7 impressions for people to remember your brand.

> Colour improves Brand recognition by up to 80%

> 73% of consumers love a brand because of helpful customer service

> Presenting a brand consistently across all platforms can increase revenue by
> up to 23%.

> 89% of shoppers stay loyal to brands that share their values.

‍





HOW TO BUILD A STRONG CONSTRUCTION BRAND

Throughout this article, I have been speaking about values and what your
business represent, you should have these written out and clearly defined. It
does not matter that nobody sees them, it matters because this is what you embed
into the company. This task comes before any logo design or web design. There is
no point getting someone to design you a website and then defining your audience
and values, they just won't work together and your goals will be misdirected.





HOW DO I DEFINE MY BUSINESS VALUES?

 * Who is your target audience - Who exactly do you want to carry out work for?
   What kind of work? How long are the projects?
 * What exactly are you delivering? - Try not to say, I build and refurb
   kitchens. Go more in-depth, why does the customer want a new kitchen,
   creating wonderful new food, creating families memories, etc.
 * Differentiate from competitors - What makes you unique? Why should they
   choose you?
 * Amplify your unique personality - How are you going to connect with people on
   an emotional level?
 * Know your geographic location - What type of work is your local area looking
   for? Do you want high-end houses? Are you focusing on the right area?




Answering these points in detail will give you most of the information that you
need to know about defining your audience and then you can move on to defining
values that become fundamental to your business core and everything that you do.








WHY SHOULD YOU WORK WITH A PROFESSIONAL DESIGNER BUILT AROUND THE CONSTRUCTION
INDUSTRY?

We understand the smallest details of successful branding and we understand the
construction industry. We understand the stresses the industry brings and the
challenges that arises.

We work with You as a partner, we succeed when you succeed so we put in every
effort that we possibly can in order to make that happen. We are a no-jargon and
honest agency with integrity being one of our strongest values.

Talk to the Construction Media & Marketing Team today to start your journey to
success!

‍




FREQUENTLY ASKED QUESTIONS



This Article was included in:
Media & Marketing
Saint Sunday

This article has been provided for information purposes only. You should consult
your own professional advisors for advice directly relating to your business or
before taking action in relation to any of the provided content.

PS. Whenever you are ready, here's how to grow your construction business...

1. Join our Facebook Group which built completely for businesses within the
construction industry. Real people, real support. - Now also available on
LinkedIn.

2. Keep up to date with Construction Insider Providing you with industry
insight, tips & tricks and much more to make sure you are ahead of your
competitors!

3. When you are ready, Become a Saint Financial Group client, and we will
provide you with the highest quality solutions to effectively scale your
construction business. Book your meeting here!‍

Written by the team at:

SAINT GLOBAL MARKETING

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