A brand is the promise of an experience.
Walk into a Starbucks and you know you’ll be surrounded by hipsters
and overpriced but delicious coffee. Go to Disney and expect to
experience “magic.” Shop at Whole Foods and you can anticipate
locally-grown or organic produce—and prices to match.
But branding doesn’t stop at nationally-recognized chains. Creating a
construction brand prepares your potential clients for an experience
they’re willing to pay for.
A great brand is a reflection of what your company is, what your
company aspires to be, and how people perceive your company—and your
brand should also be based on what your target market wants and needs
you to be.
Establishing a quality brand takes perseverance and patience—but it’s
worth the effort. Here are five steps to help you brand your
construction company.
1. Set a budget.
When you’re deciding how much money to spend on a brand, know that
you get what you pay for. A home-made logo probably won’t be of the same
quality as a professional design.
Professionals suggest
that you spend 1%-10% of your overall revenue on marketing—and branding
is only a part of that budget. But there are other ways to budget your
firm’s brand.
You could make a branding plan to be executed over the year and
create a budget to solely meet those needs. But this method doesn’t have
a lot of wiggle room if an unexpected opportunity comes up and you need
collateral. You could also analyze how much your competition spends—and
then match it (though figuring out what they are spending
may be difficult, and you can probably use your own resources more efficiently).
Read the article here:
http://blog.capterra.com/brand-your-construction-company/
