Your construction brand is what you make it, and in a world where millions of businesses, both big and small are vying for the attention of their prospects, you need to stand out and position your construction brand. This is what has allowed companies like Aspirin and Kleenex to beat out their competitors for decades.
The names of these brands have become synonymous with the very products that they became famous for selling. A good example of this is, when you ask for a Kleenex instead of a tissue.
That is how to create a strong brand that survives competitors going out of business or succumbing to changing times. Successful construction company branding means that your business will be easily recognizable and build customer loyalty. This is why you should be working on brand positioning.
Investing in brand positioning will bring in desirable customers, saving you the trouble of having to search for them yourself. Which means that you will spend less time, energy and money going after projects or clients that will only give you little to no profit margins.
But before you understand how to position your brand, you should understand what brand positioning is in the first place.
What Is Brand Positioning?
Brand positioning is an important part of a construction company marketing plan. Kotler, the man who defined the term marketing mix, defined brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.”
Why Is Brand Positioning Important?
There is more to brand positioning than making an impression in the minds of the public. The reasons why brand positioning is important are as follows:
a. Easily reach your target audience
Having a clear brand strategy in place allows you to effectively and efficiently reach your target audience. Your audience mostly consists of your prospects, they know when they are being marketed to. They are often bombarded with marketing and advertising content similar to consumers in any other industry.
b. Justify your pricing
If people know the value behind your offerings, you will still need to justify your pricing strategies. If you have a certain position in the market, it will be easy for people to understand where you stand when compared to your competition. You may be lower or higher than your competitors, or on par with them.
c. Sets your construction business apart from the competition
Coming up with a brand position for your construction company allows you to define things like your brand positioning statement and what you have to offer. It also allows you to understand your own brand so that you can better strategize how to market, showcase and communicate to your audience.
d. Sell your customers their values
Contrary to popular belief, you are not just selling a product or service to your customers. You are selling your customer’s values. Simply put, customers will buy your value or service because they cannot find a similar value elsewhere. So essentially, you should be selling what your customer perceives as valuable, to them.
e. It allows for more effective decision-making
When you are clear about where you stand in the market, it allows you to take decisions more effectively and efficiently. Once you know exactly what you need to communicate about, it is only a matter of developing messages that resonate with your audience. You will be able to create high-impact, relevant, and creative campaigns specific to your market.
How to Position Your Construction Brand
Every business has a certain image, whether it is created by your or your customers. Having a deep understanding about your brand and where you stand for your target audience will allow you to explore more about your own brand and learn how to uniquely promote it to your prospects. These are the steps you should follow to position your construction brand:
a. Understand how your brand is currently positioned
The first thing you need to determine is how your brand is currently positioned in the market. Is there a specific service or product that makes you stand out, or are you just offering what many other businesses do?
b. Identify your direct competitors
Once you have had a look at your own business, it is time to look at your competitors. Start with conducting marketing research through your sales team or through market keyword research to see which brands come up. This will let you identify other brands in your market that are competing against yours. You could also conduct customer research and ask your prospects directly about other businesses they considered purchasing from, or if they have purchased from anyone else in the past.
c. Look at how your competitors are currently positioned
The best way to go about researching your competitors is by essentially looking up everything there is to know about them. Check their website, social media profiles, understand what they offer, and the brand tone they use to communicate. Make note of their products and services, conduct a SWOT (strengths, weaknesses, opportunities, threats) analysis, and analyze their marketing and advertising campaigns.
d. Examine what value you are providing
If you have not done so already, pinpointing your value is an important part of positioning your brand and branding your construction company. The main reason a customer will purchase from you is if they see value in what you have to offer. Your offerings should help solve a problem or make your customer’s life easier. So ideally, your brand should give prospects a solution. Doing competitor research will also give you an insight into what your competitors are offering and where they fall short so that you can go in with your own value offering.
e. Create your brand positioning statement
Now is where you take everything you have learned about your market, your brand, and your competitors, and try to create a brand positioning statement for your construction company. A brand positioning statement is a one- or two-sentence description of what your company does, and what makes you different from your competitors. The idea behind the statement is that it creates a unique niche in the minds of consumers.
For example, Nike’s brand positioning statement is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport.” As you can see, this is short, simple, concise, and direct.
f. Create more effective content
Whether you need to create written, audio or visual content, without knowing your brand position, you will struggle to create content relevant to your own brand. It will almost be impossible for you to understand your own offerings, communicate how unique you are, or understand what sets you apart from your competition. This means that any copy or messaging you create will fall flat, and you will not be able to do effective storytelling. So, brand positioning lets you create more accurate and consistent messaging that communicates to customers.
g. Adapt to the construction market
Like with everything, even businesses need to evolve to fit into their ever-changing environment or market. This is especially true when expanding into new geographic areas or when a brand is no longer relevant to its market audience. So, the brand will need to step up and adapt to their new and existing customers, and to their environment. Many companies choose to reposition themselves so that they can reach new audiences, but you want to be careful not to alienate existing customers.
In the modern world, many marketers still do not have a clear idea of how to promote or position their construction business and create a niche for their brand. A strong brand positioning will allow a construction company to gain a foothold in their market and compete with other construction brands. So, it is important to create one that is unique, while also keeping in mind changing technologies, strategies, and market landscapes to help your brand grow successfully.
CMG is one of the foremost digital marketing companies and a top digital marketing agency for construction marketing companies in the United States. We help construction companies market themselves better and create a memorable brand that communicates value to every customer. Please reach out to us for business branding, infographics, and motion graphics for your construction company.