It’s not every day you see a brand portfolio that hits home in the construction world. With a foundation based in dirt (literally) and field work, GCs and CMs with a strong brand presence from a design and content perspective are a rarity. Beyond a sign on a fence of a site, strong positioning strategies aren’t something I’ve seen a ton of, but it’s an area that presents opportunity for firms ready to take the plunge. With more construction companies jumping on board, I’ve seen some glaring no-no’s, but also some pretty cool developments that I think, as a whole, offer something unique to the industry. What I’d like to hone in on is the two most engaging branding strategies—those areas that really lend to a strong conversion rate.
1. Content, Content, Content
If I could put this bullet in lights, it’d deserve it for all the potential it offers to engage with decision makers if targeted correctly. The days of efficacy in spam and telemarketing are over (thank god). In any line of work, to produce meaningful content with strong keyword use on your website, social media, or even in digital marketing material, you’re placing yourself within a strong proclivity to be picked up on a Google search from someone blindly searching for your product/service. To then have this content linked with a certain personality, or voice—you’re further driving an image and life into a once “strictly business” brand. When you are able to engage this viewer with your content following their initial interaction, that’s when the magic happens.
2. Portfolio and Website Design Elements
One area I’ve seen as paramount in the construction world is experience. The first conversations I have with a new prospect typically revolve around portfolio and relevant project work to the lead’s facilities. In order to present these details in a clean and effective way, a site that falls into a recognizable and strong brand imagery seem to be an added plus in the AEC reality. To have a simplistic user experience that is easy to use and also easy on the eyes, site visitors will gain the most information and retain the best impression of the brand when the overall perception is of a consistent and trustworthy business partner. A logo and design elements won’t make or break a company 9 times out of 10, but a smooth website user experience and consistent branding is a great representation of a business—one that signals a fresh approach and a consideration for extra value-adds outside the traditional offering.
As Katrice Svanda puts it, “A good user experience, both in terms of aesthetics and functionality, significantly affects the perception of your company. A good website is a lot like a good grocery store. It’s organized and clearly labeled. Grocery stores have signs on the outside (pharmacy, garden, grocery) alerting visitors to what’s in the store, and signage inside telling them what’s on each aisle and in each section. Your site needs to do the same, from its homepage to its navigation, so site visitors can easily browse or find specific information. They’ll stay on the site longer when they find what they need and perceive you as more helpful and professional.”