Brand Personality in Construction

Brand Personality including logos and such

Brand Personality is made up of many different (and some moving) parts.

How many times have you heard a product or service being noted as the “Rolls Royce” of their industry? Good thing the folks at Rolls have worked so hard to provide both an excellent product and an exemplary Brand Personality. Otherwise, those claims wouldn’t mean as much.

Yet, there is much more to a Brand Personality than hood ornaments or company logos.  Let’s face it, it isn’t as if you can choose a logo and decide you’ve done all you can to brand your construction company. Throw in some company labeled shirts and hardhats and you’re making inroads in the brand personality game. Yet, there is so much more to it.

Here is a short list of some brand personality building tactics:

  • Putting great wraps on your vehicles
  • Setting up your audacious website
  • Delving into the latest (and greatest) social media channels
  • Being a guest on some well-chosen podcasts
  • Volunteering within your trade association’s network
  • Donating to support children’s sports or other activities
  • Attending general contractors’ meet and greet or appreciation events
  • Participating in needs-based construction events such as Habitat for Humanity

Some more subtle brand personality building tactics:

As you can see, developing a brand personality in your commercial construction subcontracting business takes time, is ongoing, and is likely to evolve as you grow. There are no magic formulas, no silver bullets, and no easy ways out when it comes to building brand personality.

Yet, looking at the whole picture gives you more ideas to try and inspiration to keep working on.

Time out for transparency

While doing research concerning how to be better at delivering the Schulte and Schulte message, I came across this fun little article at Career Addict. It is titled, 12 Examples of Brand Personality to Inspire You.  It really is inspiring.

And, while reading, I kept thinking of various companies I know of which fit specific personalities.

Further transparency – What follows are 3 examples of Brand Personality as seen on Instagram. None of these examples are clients of ours. As a matter of fact, none of them fits the bull’s eye of our target clients. Because after all, we specialize in helping small to medium commercial construction subcontractors Run With the Big Dogs.

And, one of the firms highlighted (we believe) is primarily a service company rather than a construction contractor – 3 Mountains Plumbing. The other two – AFT Construction and Spain Commercial Inc. – are general contractors who do business with the folks we DO consider our target market (you know – those subcontractors I mentioned.)

Brand Personality on Instagram

First example

3 Mountains Plumbing found on Instagram at 3mountains.plumbing

From the Career Addict article, we see them as an Entertainer Brand:

“Entertainer brands champion values such as spontaneity, charm and humour. These brands seem to enjoy helping their customers discover the fun side of life. Examples of entertainer brands include Dr Pepper and M&M’s.”

The folks at 3 Mountain Plumbing take a difficult subject (who wants to think about all that goes on in those pipes and fixtures?) and turn it into something to laugh about. Also, their rhythm and consistency make remembering them easy. I must add, they make excellent use of color in branding.

Second example

AFT construction  found on Instagram at aft_construction

From the Career Addict article, we see them as an Emperor Brand:

“Leadership, determination, respect, dominance, influence and wealth are values that are associated with emperor brands. Good examples of emperor brands are American Express, Porsche and Rolex.”

Brad Levitt and his team hire professional photographers to take glamorous photos of their high end, custom projects. And, they leave no doubt concerning who their target market is and what they can offer the folks within that target. There is no room in their marketing calendar for rants or “tool bribery” posts. They aren’t trying to teach fellow contractors how to accomplish building tasks, nor are they passing along building “tips.” I hasten to add; Brad is quite generous with helping other contractors learn the ropes concerning being in the construction business in other online formats.

Third example

Spain Commercial Inc.  found on Instagram at spaincommercialinc 

From the Career Addict article, we see them as a Wizard Brand:

“Wizard brands specialise in taking the ordinary and transforming it into the extraordinary. Wizard brands champion values such as imagination, surprise and curiosity. Good examples of wizard brands are Apple and Pixar.”

Kayleigh is the “marketing department” for Spain Commercial. Unlike AFT where their emphasis is on the finished product, Kayleigh’s emphasis is on the people and the process. She is exemplary at getting folks to see that “ordinary” acts at each stage of the construction process ends in the “extraordinary” at completion. Plus, Kayleigh’s passion for telling the story of Spain Commercial simply rolls off the screen and into your mind. The story unfolds one image at a time making it possible to imagine how this company will service their clients well.

How does your company stack up?

Take another look at the Career Addict article and see if you can find which brand personality type your construction contracting firm fits.

Our perusal of the article made us think Schulte and Schulte fits as a Source Brand.

From the Career Addict article:

“Source brands embrace knowledge and enlightenment. They champion values such as truth, objectivity, education, discipline, clarity and commitment. They are the brands that we look to for information, advice and insights. Examples of source brands include Bloomberg, eMarketer, Forrester and Mckinsey.”

What is your brand personality?

How well are you doing at getting the message across to your present and potential clients? We hope this article has given you food for thought as well as a commitment to presenting an excellent brand personality.

 

It is our desire this article (among our growing library of construction-centric informational articles) is helpful in assisting commercial construction contractors build better building businesses. 

 

Providing Accounting, Contract Document Management, and Advisory Board Level counsel for small to medium commercial construction subcontractors.

 

So you can Run With the Big Dogs. 866-629-7735 

Instagram and the Construction Contractor

Instagram is a great platform for construction contractors to use for marketing

Instagram? Why?

Before we get into the whats, hows, and wherefores of using Instagram to market your construction contracting business, let’s talk about the why. It isn’t likely in today’s economy that you’re too worried about finding new clients. I recently heard it described this way; “The way you get new clients today is to answer the phone.” Yep, the construction industry is swinging along nicely, thank you!

Why spend time and energy getting the word out when you’re so doggone busy?

It’s hard to market when you’re busy.

I know. I get it.

Yet, it becomes a great deal harder to market when you’re desperate and low on funds.

There is a very real chance that soon, and I mean very soon, things can change. And you don’t want to be “that guy.” You know, the guy who was so busy he didn’t take time to let his future potential clients know he even exists.

It’s busy now, but . . .

This article from Forbes has a scary headline, The Next Recession Might Be Worse Than The Great Depression, yet actually hedges a bit toward the end, mentioning there are differences of opinion.

What the author seems to understand is, crystal balls (even those backed by historical evidence and personal experience) sometimes crack or fog up.

What doesn’t have a question mark attached to it are the opening words of the article, “The Next Recession.” The economy is cyclical. It goes up. It comes down.

Another article from Money has much the same to say about the possibility that things won’t be looking so good in just a year or two. And this article uses the construction industry as an indicator of the slow down ahead.

Time to sit up and pay attention.

Back to Instagram

You have a multitude of platforms to use when it comes to marketing. And, our recommendation is you take advantage of as many of them as you can. Yet, today I’m focusing on one in particular, and I have a reason for doing so. Instagram is both simple and sophisticated at the same time.

Under the simple column you can include these words. It is:

  • Visual
  • Quick
  • Mobile
  • And it’s easy to use

Looking at the sophisticated side. It:

  • Provides value to your present and potential clients
  • Helps your clients stay engaged
  • Provides a means for your company to stay relevant
  • Allows you to interact with like-minded business owners

A funny thing happened on my way to Instagram

Because I get to wear the content creation and curation hat around here, part of my job includes doing lots of research. And, during the course of that research I kept hearing construction contractors mention that their business was boosted by their use of Instagram. What? Are you kidding me?

I thought Instagram:

Couldn’t possibly work for service-based businesses (like construction or bookkeeping)

Would likely have a hidden cost associated with obtaining professional photographs

Must make it difficult if not impossible to measure the marketing results

Had (at best) a slim chance of reaching our target market

Would take up too much of my time

What I found

I was wrong on all counts!

Now, let’s pause for a minute so I can throw in this little disclaimer. I don’t know very much about using Instagram. I’m learning. There are lots of things I’m probably doing wrong. There are tons of things I plan to get better at doing.

Yet, with all that said, we’ve already (in only a few weeks of using Instagram) had numerous contacts from folks in the construction subcontracting industry who are interested in getting in on what we have to offer. We presently have a waiting list of contractors who desire our services and contacted us here.

The opportunity you have

When you give a bit of your time to posting on Instagram, there are numerous things Instagram gives back to you. Just a few of them include:

  • Get your logo and brand seen
  • Allow your target market to see your service in action (pictures or videos of “Ned” painting, hammering, moving supplies into place, and so on)
  • Let your present and potential clients get to know your team (events, parties, promotions, awards)
  • Show folks the before and after of your jobs
  • Promote the differentiator which sets you apart from the competition

Further thoughts about the use of the Instagram platform

Think of using Instagram as a part of your long-term marketing strategy.

Start using it while it is still a viable free platform.

Take a class, read about it, or learn by doing – Just Get Started.

Do you use Instagram?

Are you a user of Instagram? If you are, let us know. We would like to see what you’re up to. Oh yeah, if you want to see what we have kicken’ over on the IG page check us out here.