The Love Construction campaign started by Construction News is a fine reminder of what’s great about our industry. Why not take some time to think about what is great about your own business, for both employees and customers?
Make a list
Start by writing an honest list of everything that you love about your business you can then ask your colleagues, and perhaps even your customers, to contribute to.
Review the list and ask yourself:
- What’s missing?
- What should be there to make your company stand out from the crowd in order to make it a great place to work and a great company to use?
The chances are that if you add these factors to your business you would see less staff turnover and more customers. If people like working for your company, most would deliver a better service to your customers.
The things you want your company to be, combined with those features that you already have, constitute your company or brand vision.
Build on your vision
You need to work at ensuring everyone in your company is aware of these goals, supports them and is committed to achieving them.
All of your communications should reflect this, so that when people hear your company name, or see your logo, they associate it with all the good things you want to project.
Of course it takes companies many years to build their brand identity and you will have to work at yours. It is important that you reinforce these features at every opportunity in all of your marketing communications: literature, adverts, mailshots and project stories.
Third-party testimonials are one of the most powerful communications tools, as they are more believable than a company making statements about itself.
For example, if technical expertise is an important feature of your brand identity, project stories should include a quote from the architect or other decision-makers saying how good your technical support was and how it helped them.
Consistency is crucial
Although it is the substance of your brand which really matters, it is also important to project a consistent image.
That means defining your company identity: colours, fonts, logo, standard layouts and using this consistently on all of your communications, from business cards and letters through to literature, websites and vans.
This identity links everything together and is the shorthand by which your brand will be recognised.
Chris Ashworth is managing director and founder of Competitive Advantage, a consultancy providing strategy, training and market research. He is a chartered marketer, member of the government’s Green Construction Board Promotional Working Group and serves on the organising committee of CIMCIG, the Chartered Institute of Marketing Construction Industry Group