Your brand is the product of your brand in construction. In a world with millions of small and large businesses competing for prospects’ attention, it is important to stand out and position yourself as a construction brand. This has enabled companies such as Kleenex and Aspirin to outperform their competition for decades.
These brands’ names have become synonymous to the products they sell.
This is how you can create a strong brand that will survive competitors going out-of-business or changing times. A successful branding strategy for a construction company will make your business easily identifiable and build customer loyalty.
Brand positioning is a great way to attract customers.
Before you can understand how to position your brand, it is important to understand the brand position .
What is Brand Positioning?
A marketing plan for a construction company should include brand positioning. Kotler, who first defined marketing mix, described brand positioning as “the act or design of the company’s offering or image to occupy an identifiable place in the mind the target market.”
Why is Brand Positioning Important?
Brand positioning is not just about making an impression on the public. These are the reasons brand positioning is so important:
a. Easily reach your target audience
A clear brand strategy will allow you to reach your target audience effectively and efficiently. They are bombarded with advertising and marketing content that is similar to what they would receive from any other industry.
b. Justify your pricing
Even if people understand the value of your products, they will still need to be able to justify your pricing strategies. It will be easier for people to see where you are in relation to the competition if you hold a particular position in the market. Your competitors may be higher or lower than you, but you could also be on par or equal with them.
Your construction company will stand out from the rest
A brand position is a way to clearly define your company’s brand. This allows you to better understand your brand and help you plan how you market, display, and communicate with your audience.
d. Show your customers what you value
Contrary to popular belief you aren’t just selling products or services to your customers. Your customer’s values are what you are selling. Customers will purchase your service or value because they can’t find it elsewhere. You should sell what your customer considers valuable to you.
e. It facilitates more effective decision-making
It is easier to make informed decisions and take better decisions when you know where you stand in the marketplace. It is easy to create messages that resonate with your audience once you have a clear understanding of what you are trying to communicate. It will allow you to create relevant and creative campaigns that are high-impact and relevant to your market.
How to position your construction brand
Each business has its own image. This image is created by customers or you. Understanding your brand and your target audience will help you understand your brand better and how you can best promote it to them.
a. Find out how your brand is currently positioning
First, you must determine where your brand stands in the marketplace. Are you offering a unique service or product or just the same as other businesses?
b. Identify your direct competitors
After you have taken a look at the business itself, it’s time to take a look at its competitors. To find out which brands are popular, you can conduct market research with your sales team and through keyword research. This will allow you to identify brands that are in competition with yours.
Dig deeper: Building Your Construction Brand and Increasing Sales
c. Take a look at where your competitors are located currently
It is best to research your competitors by looking up all information available. You can check their websites and social media profiles to learn more about them.
d. Determine the value that you provide
It is important to identify your value and position your brand. Customers will only buy from you if they feel value in the products and services you offer. Your products and services should solve a customer’s problem or make their lives easier. You can also research your competitors to see what they offer and where they are lacking so you can create your own value proposition.
e. Make your brand positioning statement
This is the time to take all you know about your market and your brand and create a brand positioning statement. A brand positioning statement describes in one or two sentences what your company does and how it is different from other companies. It creates a niche in consumers’ minds.
As an example, Nike’s brand positioning is “For serious athletes”, which means that Nike provides confidence that the shoe is perfect for each sport.
f. Create content that is more effective
You will not be able to create content that is relevant to your brand, regardless of whether you are creating audio, visual, or written content. You will find it difficult to understand your offerings, communicate your uniqueness, and understand what makes you stand out from the rest. It will result in poor copy and messaging, which will make it difficult to communicate effectively to your customers.
Adapt to the construction industry
Businesses, like all things, need to adapt to their changing environment and market. This is particularly true when the brand expands into new areas or is no longer relevant to their market audience. The brand must adapt to new markets and their customers. However, you should not alienate your existing customers.
Many marketers don’t know how to position or promote their construction business in today’s market. Strong brand positioning is essential for a construction company in order to be competitive and gain market share. It is crucial to make your brand unique while keeping current technologies, strategies, market landscapes, and changing technologies in mind. This will help you grow your business.
CMG is a leading digital marketing company and top agency for construction marketing in the United States.
This post was written by a specialist at Contractor Marketing Gurus. With countless case studies, client testimonials, and references we have proven time and time again to achieve the best results in the contracting space! Contractor Marketing Gurus identify your audience, designs and create attractive posts, run advertisements and campaigns, and will provide you with the best home improvement marketing. For more information contact us today!
