With more than two decades of experience working with clients in the built environment, Chemene Phillips is founder and president of Roseville, California-based branding and marketing agency BRIXBranding. Opinions are the author’s own.
This article is part two of a two-part series on what construction companies need to know about branding. Click here for part one.
What’s in a brand? It’s all about the story you tell.
A company’s brand story goes beyond the basics of what your firm does. It also illustrates why you do it, how you do it and the impact it has on your clients and the world at large. It’s your opportunity to give your brand a personality, infuse it with your values and create a deeper connection with your audience.
Despite these benefits, construction leaders often overlook storytelling and are instead stuck in a low-bid mentality, relying heavily on their existing connections to serve as their referral pipeline.
While producing quality work will result in referrals, good storytelling complements it by giving your work context and a compelling narrative.
Once you know what you want to say to potential clients, you have to decide how best to say it, so this means that communicating a great brand story is just as important as crafting it. Here are the steps to effectively deliver your brand story to your target audience:
Use visual storytelling. In the world of construction, visuals carry a lot of weight. Incorporate images, videos and graphics into your brand's narrative. Showcase your project portfolio and create behind-the-scenes videos introducing your team and projects.
Ensure that the visual content seamlessly aligns with the themes and tone of your brand story.
Choose the right platform. Select the most effective and relevant communication channels for your construction firm. From your website and social media to industry publications and client meetings, tailor your content to each platform while keeping the brand narrative clear and consistent.
Get your story straight. Consistency is crucial in storytelling. Your brand story should be consistently conveyed across all communication channels, both visually and verbally, from your web content and social media profiles to project proposals and client meetings.
Staying consistent will enhance trust, credibility, awareness and brand loyalty.
Build credibility. Incorporate client testimonials and success stories into your brand's narrative. Let your clients share their experiences and the tangible benefits of working with your firm.
These types of initiatives will provide authentic and credible validation of your construction capabilities, reinforcing trust and credibility in your brand.
Master content marketing. Develop a well-thought-out content strategy that consistently delivers insightful, informative and inspiring content to your audience. Make sure it resonates with the core themes of your brand story, and spread it across various platforms to share it with your audience.
Here are some examples of the kinds of content you could create to engage your audience, using mediums such as blog posts, email newsletters and social media:
- How-to guides on common construction challenges.
- Case studies showcasing successful projects.
- Industry trend blogs and how your company is staying ahead.
- Behind-the-scenes looks at ongoing projects.
- Employee highlights to build team morale and company culture.
- Customer testimonials and reviews.
- Monthly newsletters with updates on completed and upcoming projects
- Tips for maintaining construction quality and safety.
- Time-lapse videos of projects from start to finish.
- Interviews with satisfied clients or team members.
- Safety training or new equipment demonstrations.
- Whitepapers on construction materials and their benefits.
- Templates for project planning and budgeting.
Make sure you get the basics of brand storytelling right, and I know you'll see those lead, retention and returning client numbers rising.
