Here’s how content helps in creating a unique story for your construction company
Please note there is no hit and trial when it comes to a construction company’s brand reputation. A marketer may try various content marketing tactics, SEO and SMM hack, but branding is a serious business. When you ask how to grow a construction business, the answer lies in brand identity and reputation. In this blog, let‘s delve into how building a story is crucial for a construction company’s branding as well as brand reputation.
Don’t be a part of the rat race
There have been many construction companies who have begun their branding stories by randomly putting efforts on whatever they think was right. Since everyone is doing blogs and making posts on social media, they did the same. Alas! To their dismay, what worked for others, didn’t do the trick for them. Is brand management in construction an arduous task? Absolutely not! Making and maintaining a brand identity is a seamless process if the story is right. It’s all about the story.
What makes a story that is important for branding and brand reputation?
How to promote a construction business? The success story begins with a story, also your personal story. A brand is nothing but the story woven by you for the customers and clients. A story that is captivating, interesting, relatable, promising, and of course, comes with a good design and a language that is compelling and consistent.
When a business owner starts defining a brand, he/she first has to think about the importance of brand building and then the content. The content strategy definition here would be to set the narrative for the brand, which will happen through these following factors:
1. Your ORIGIN
You how probably noticed many brands proudly mentioning that they have been constructing since this or that year. This has traditionally been done by companies to show their year of establishment. Yes, the history of your construction company matters. What pushed you to start your own construction company? What motivated you? How and when did things start rolling for you? What were your inhibitions? How did you overcome the threat? Everything that has helped you with your humble beginnings is the premise of your unique brand story. While thinking of business branding ideas, dig into your past. Your construction content should be laced with your past shortcomings, as well as your achievements to make your brand relatable. This will help to humanize your brand and build trust among your customers.
2. What’s your PURPOSE?
Okay, you started with your business, and you see that things are working fine. What is the driving force behind you that is pushing you to give 100 percent? What is your company doing for your client? Is it giving them solutions that will change the way they are doing business or help them with their finances? For example, SunRay Construction Solutions, a Florida-based national construction software and research company secures over 9 billion dollars annually in lien and bond claim rights, assisting thousands of subcontractors and suppliers.
3. The VALUES to reckon with
Integrity, honesty, commitment to customers – aren’t these terms familiar? These are company values – the values that shape a company and its working culture and lead to success. The construction content of your website should also answer the following questions: “What do you believe in?”, “What do you aspire for morally?” “What do you want for your employees?” Your company‘s work ethics are also the values you stand for.
4. Company CULTURE that wows
What do you think makes company culture? Any company whether it is big or small, invests in building their culture, which brings in a lot of positivity. In the current scenario, a company’s culture is not just crucial to attract new employees but also for the reputation of the company itself, and to attract new clients. Before you dive into story making for your brand, think about what it is like to work for your company. Imagine how your co-workers and employees believe it is like working with you. Also, think of ways through which you can enhance the work culture. Team building activities also help.
5. Bank upon your EXPERTISE
If your content marketing strategy doesn’t involve promoting your expertise, your business efforts may go in vain. Branding a construction company has a lot to do with expertise being honed over the years. While doing your construction website content, don’t shy away from mentioning all this. It is suggestible not to just list out what you can do and achieve, but associate it with a story. A narration from the job field, that proves your problem-solving mettle can be the right subject for your story.
6. How you run your OPERATIONS & MANAGEMENT
For a strong story of your brand, you need not go anywhere. All you need is to delve into the operations and management of your business understand how your experts sail through the tough times. There must have been a time when a project was getting delayed, and you were getting impatient with the contractors and subcontractors. In that situation, you probably kept your head on and used your management and operating skills to cement your worth as a business owner.
Read more: Top 12 Construction Marketing Ideas you shouldn’t miss
7. LEARNING from the losses
Everything and anything is in a process to GROW. Whether you win some or lose some, the growing doesn’t stop, and the same holds for a construction business. What you learn in the process matters for the brand you aspire to build and is already becoming. Every milestone achieved is a story in itself. Your experiences through the failures make you strong and humble, and make your company more robust and more adaptive than before. While you believe in the process, don’t miss out on bringing the story to others.
Your stories can color your brand by appearing on:
- Website, Internal pages, About Us section
- Blog Articles
- Guest posts
- Website graphics
- Videos on various platforms
- Social media websites especially Twitter and LinkedIn
- Sales presentations
- Industry events
- White Papers
- Business Journals
When it comes to construction marketing on the digital platform, the sky is the limit. That’s why building a story is crucial for a construction company’s branding and brand reputation. This blog will surely help you to create content for a unique story that can make your brand soar high.
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