You’ve probably already heard about having a ‘brand identity’, and while it might sound like something marketers parade around to sound cool, it can actually be a vital tool in a crowded marketplace.
To win clients, standing out is more than delivering quality work. It's about how your company is perceived. Building a strong brand identity helps you earn trust, attract top clients, and grow your business in the right ways.
What is a Brand Identity?
Your brand identity is the visual, verbal, and emotional elements that represent your construction company. It includes your logo, colours, fonts, the language and words you use to describe yourself, your tone, and overall style. These elements shape how clients perceive your business and differentiate you from competitors.
How a Construction Brand Identity Can Help You Win Clients
When designing a brand identity, how you look and feel speaks volumes about how confident your client will be about hiring you. A construction brand identity helps you get clear and focused about who you are as a company and lets customers know that you’re who they want to work with.
Consider your audience and their needs. Small home owners with a $50k budget aren't the same as commercial construction decision makers. They want different things and want to be spoken to differently.
A strong brand identity can quickly and clearly communicate exactly what kind of construction company you are, whether you work on private individual builds, offer a more sophisticated or specialist approach, or are looking to work on larger-scale commercial projects.
3 Construction ‘Brand Identities’ to Consider
Look cheap and price cheap.
Consider this the ‘McDonald’s Approach’. You price competitively, and your website is no frills, but it’s straightforward and easy to see what you do. Your tagline is something like, “We get the job done.” It’s short, snappy, and no-nonsense, so potential clients know exactly what they’re in for.
Look expensive and price cheap.
This is more of a ‘Surprise and Delight Approach’. You have a snazzy website and decent social media presence, and your tone and approach to messaging are elevated, but you still keep your pricing low. Clients enjoy the surprise of discovering you're not as expensive as anticipated while enjoying your more polished brand identity (great for word-of-mouth referrals).
Look expensive and charge expensive.
Think of this as the ‘Aesop Approach’. What sets the luxury brand apart from a standard supermarket is the look, feel, and service it delivers alongside its product range. If you know you want higher-end clients, you’re looking for more niche builds or luxury projects, then that has to factor into your brand identity (as it will no doubt factor into your pricing). This means combining a polished website and social media with an investment in high-quality photography and videography.
An Easy Way to Get Started
Whether you're starting out or scaling up, we’ll help you develop a brand identity that feels authentic and connects you with your ideal clients.
Check out our available resources or chat with us to save time, stay on track, and focus on what you do best: building.
