Brand Building in the Construction Industry!
When meeting potential clients for the first time, it’s interesting to see whether there is a clear vision of what their business / brand actually is and to compare it to the perceived view of the outsider to the business. In many cases these can be diametrically opposed. Researching a company’s brand can be eye opening, considering the business owners, the employees, the customers and the potential customer may provide a diverse range of perceived brands.
Perception vs Reality!
Only when a strong, effective and recognised brand is established, to the degree that you can interchange the brand with the product or service that it represents, then the perception of the brand and reality become one.
A strong, effective and well-established brand will ensure a greater market share, more opportunities and has the potential to create a more profitable business. Most brands evolve and change as new business avenues open and close, therefore the need for a constant strategic overview of the branding of any business is vital to keeping ahead of the competition.
Most brands evolve and change as new business avenues open and close .....
A brand is more than just a logo!
Many business owners I meet, understand that branding is essential to their business, but a surprisingly high number of them don't really know why.
They recognise the connection between a strong industry leading brand and a successful business and want to build a similar brand that replicates that same success. They understand that branding is not just a perception, a logo, a letterhead or a website but many business’s do not recognise that brand has to be at the heart of the business itself. Every person, action and system within the business needs to exclaim the brand and everything it represents.
The Building Block approach to Brands!
1. What is your brand?
Constantly reviewing your brand and the impact it has on the marketplace is key to ensuring your brand’s success. Clearly identifying the space in the market your brand operates within and following your potential customers reaction are at the heart of understand the reality of your brand. Your brand’s characteristics should promote your business, connect with your customer base and ensure your uniqueness in the market.
2. Building your brand!
What does your brand represent? What are the values and characteristics that sums up your brand? What are all the services, products or solutions that surround the brand! Can the brand be summarised into a short simple tagline that captures the essence of your business?
3. What is at the heart of your brand?
The successful positioning of the brand within a given industry will be on the basis of the brand’s key purpose and values. The resonance of the clearly defined identity of the brand with the target audience will dictate the speed at which the brand is established.
4. The long-term growth of the brand!
The consistent message of the brand over the long-term will garner a strong trust in the brand and its clear messages, but this must not be at the sacrifice of the ability to review and change the message to reflect the growth in the brand. Short term offerings to gain a quick spike in the market share will not cultivate trust in the brand. Brand honesty in the long term will result in brand loyalty.
Clear, precise and well formulated messages, rather than repetition, should work together to build a long-term coherent brand identity. Brands are not built over-night well established brands have been tested through the oracles of time.
Brand honesty in the long term will result in brand loyalty.
5. Your unique brand!
Originality, authenticity and uniqueness of the brand will always attract any customer in lieu of a ‘me-to’ offering. Whilst the tried and tested approach to branding may slowly garner a following, a true brand will strive to be innovative, unique and stand above all its competition.
AR Consulting Brand Building in the Construction Industry!
We pride ourself on our experienced, flexible and bold approach to brand building, with our client’s values and beliefs at the heart of everything we do. We take brands from strategic review to creative launch or focused re-launch, strengthening the desires for products and services needing to compete harder in crowded built environment markets, often with limited resources.
We provide a proven process from design to delivery with everything you need to build or renovate your brand and then manage it easily though our key strategic marketing strategy.
We take brands from strategic review to creative launch or focused re-launch .....
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We become an extension to your business identifying your brand strengths & weakness, tailoring all your branding, digital and social media to grab your client’s attention, confidence and long-term trust.