Building Brand Awareness for Building Product Manufacturers

In the construction industry, brand awareness is a central factor influencing the success of building product manufacturers. Whether you're selling windows, roofing materials, or insulation, your products must be visible and well-known to the key decision-makers: architects, specifiers, contractors, and design professionals. These stakeholders shape the building and construction processes, and their familiarity with your brand directly impacts whether your products get specified and incorporated into construction projects. Out of sight truly equates to out of mind, especially when it comes to getting your products specified.

In an age where traditional advertising methods like newspaper and radio ads have become increasingly obsolete, building product manufacturers need modern, innovative ways to stand out. The decline of magazine subscriptions and the rise of digital platforms have further transformed how brands connect with their audience. Today, the internet provides a rich ecosystem of tools for manufacturers to boost their brand visibility effectively.

The Importance of Brand Awareness in Specification Success

Brand awareness should be one of the first marketing priorities for building product manufacturers. Without strong brand recognition, design professionals are far less likely to specify your products during the design and planning phases of construction projects. In competitive industries, where numerous brands are vying for attention, being top-of-mind is critical.

When design professionals are unfamiliar with your brand or product, it’s highly unlikely they will choose it during the specification process. Worse still, if they don’t recognize your product’s benefits or its distinct value, they may overlook it entirely in favor of more well-known competitors. The connection between brand awareness and specification opportunities is clear: higher awareness leads to a greater chance that your products will be specified.

The question then becomes: how can building product manufacturers effectively increase brand awareness among their target audience?

The Evolution of Advertising in the Building Products Industry

In the past, building product manufacturers relied heavily on traditional advertising to build brand awareness. Print advertisements in newspapers, radio spots, and even television commercials were the go-to solutions. Some companies still use trade magazines, and though print advertising continues to play a role, especially in niche markets, its influence is waning.

As magazine subscriptions dwindle and ad rates climb, manufacturers have begun to explore more cost-effective and impactful ways to increase product recognition. Enter the digital era. Today, the internet has opened up a wealth of opportunities for manufacturers to connect with architects and design professionals, thanks to the evolution of digital marketing tools and platforms.

Modern Approaches to Building Brand Awareness

The digital world offers a range of effective and economical methods for manufacturers to build awareness. From social media advertising and pay-per-click campaigns to content marketing, email newsletters, and influencer partnerships, the online landscape provides a rich array of options. However, among all these strategies, one stands out as particularly relevant to building product manufacturers: education.

Why Education Equals Specifications

One of the most effective ways for building product manufacturers to increase brand awareness is through educational initiatives. In the architecture and design world, education influences specifications. Architects and design professionals have mandatory continuing education (CE) requirements, which means they’re always on the lookout for opportunities to expand their knowledge while maintaining their professional licenses.

If an architect is not aware of your product or its benefits, it’s unlikely that they will specify it. However, if they’ve learned about it through an educational course or seminar, they are far more likely to incorporate it into their next project. Education-based marketing is a no-brainer for companies seeking to elevate brand awareness and teach architects about the advantages of their products.

Education in Brand Awareness

Nearly every state in the U.S. mandates that architects complete a certain number of CE hours annually. If they fail to meet these requirements, they risk losing their license to practice. Additionally, professional organizations such as the American Institute of Architects (AIA) and the U.S. Green Building Council (USGBC) require their members to take CE courses to maintain their credentials.

This is where building product manufacturers can step in and offer valuable content. By developing CE courses, manufacturers can provide architects with the knowledge they need to maintain their licenses while introducing them to their products. Educational sessions, both in-person and online, allow manufacturers to demonstrate the benefits of their products in a setting that matters to architects. Through this approach, manufacturers boost brand awareness and increase the likelihood that their products will be specified.

How to Implement Education-Based Marketing

Implementing an education-based marketing strategy requires a thoughtful approach. Building product manufacturers must develop compelling and informative content that resonates with architects, specifiers, and other design professionals. Here are some key strategies to get started:

1. Develop Continuing Education Courses: Create high-quality CE courses that highlight the technical advantages of your products, their sustainability benefits, or how they meet specific building code requirements. Ensure that your courses are AIA-approved or accredited by other relevant organizations.
2. Offer Webinars and Workshops: Webinars and workshops are powerful tools for building brand awareness. These sessions allow manufacturers to provide in-depth training on their products and engage directly with architects and specifiers. Online webinars have the added benefit of reaching a broader audience and offering on-demand accessibility.
3. Write Technical White Papers and Guides: Technical documents such as white papers, guides, and case studies allow manufacturers to showcase their expertise. These documents can be shared through various online platforms and distributed to architects via email marketing.
4. Host Live Events and Product Demonstrations: In-person events are still valuable for building product manufacturers. Live product demonstrations, AIA lunch-and-learns, or networking events can provide face-to-face opportunities for manufacturers to build relationships with key decision-makers while boosting brand awareness.
5. Create Online Educational Portals: Consider developing an online portal where architects and other design professionals can access a range of educational resources, such as videos, tutorials, or virtual product demonstrations. This approach allows manufacturers to become a go-to resource for industry professionals.
6. Partner with Industry Associations: Aligning with respected industry organizations such as the AIA, USGBC, or other local and regional professional groups can help manufacturers establish credibility and reach a wider audience. Partnering on CE courses or events ensures that your brand gets in front of a targeted group of decision-makers.

Leveraging Digital Marketing Tools

In addition to education-based strategies, digital marketing tools can further enhance brand awareness. Social media platforms like LinkedIn, industry-specific blogs, and email campaigns are excellent ways to stay in front of architects and design professionals. Here are a few more methods to consider:

• Search Engine Optimization (SEO): Optimize your website and content to rank higher in search engine results when architects search for relevant products.
• Pay-Per-Click (PPC) Advertising: Use PPC campaigns to target architects with ads that lead directly to your educational resources or product pages.
• Email Newsletters: Regularly send out email newsletters with industry news, product updates, and invitations to upcoming webinars or CE courses.

Wrap Up

Building brand awareness is a fundamental part of success for building product manufacturers. The goal is to ensure that architects and other design professionals recognize your brand, trust your products, and are confident in specifying them for their projects. By focusing on education-based marketing and leveraging digital tools, manufacturers can increase their brand recognition, boost specifications, and ultimately drive growth.

As the saying goes, "education equals specifications." When architects know about your products and understand the value they bring, they are far more likely to specify them in future projects. By prioritizing education and strategically building brand awareness, building product manufacturers can thrive in today’s competitive landscape.

Ron Blank & Associates, Inc. (RBA) offers solutions with a comprehensive list of specification services and programs to build the bridge between building product manufacturers and the design community. For more information on building product manufacturers representation and how it leads to market exposure, tangible leads, and opportunities for products specification, please schedule a call.