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<\/div>2. A strong\u00a0brand\u00a0increases client awareness<\/h2>\n
A good identity gets you noticed. Great identity gets you remembered.<\/em><\/p>\n Humans are visual creatures. And your business logo<\/a> is the most important element of your brand.<\/p>\n Your logo is the face of your company. A dynamic, professional logo will draw prospective clients’ attention and be recognized by clients for years.<\/p>\n So, what makes a good logo?\u00a0As we explained in The Small Business Guide to Creating a Perfect Logo<\/a>:<\/p>\n At its most basic, a logo is a small, symbolic piece of artwork that represents a business\u2026 When you set aside all the design trends and fancy fonts, at its core, a logo must:<\/p>\n 1- Embody your brand.<\/strong><\/p>\n 2- Be instantly recognizable.<\/strong><\/p>\n 3- Be versatile.<\/strong><\/p>\n 4- Be timeless.<\/strong><\/p>\n Everything else is optional.<\/p>\n In fact, I\u2019ll go one step further. Every design choice in your logo should exist\u00a0only<\/em>\u00a0to serve and strengthen the four items listed above. And, if you meet these four requirements, many other commonly cited logo must-haves, like simplicity and memorability, naturally follow.<\/p><\/blockquote>\n No business will succeed without trust and credibility. And building that trust doesn’t happen overnight.<\/p>\n In our comprehensive guide on how to start a cleaning business<\/a>, we stressed that:<\/p>\n Cleaning professionals, especially residential cleaners, are invited into the most sacred place in a consumer\u2019s world \u2013 their home.<\/p>\n Ensure your brand embodies trustworthiness in addition to quality to gain a client\u2019s trust. And, be committed to that message.<\/p>\n It is important that you not underestimate the importance of\u00a0brand authenticity<\/a>.<\/p><\/blockquote>\n Trust and credibility<\/a> are even more important for a construction business. People want to feel safe at home. It’s their sacred place. They will want to know that their builder is capable, professional, trustworthy, and knowledgeable.<\/p>\n And if you run several sub-brands (such as a general contractor business, electrical contractor business, etc.), consider developing a cohesive brand architecture<\/a> that connects those brands and sub-brands.<\/p>\n If your brand successfully builds trust, your customers will feel confident that you know what you\u2019re doing and that they\u2019re spending their money wisely when they hire you.<\/p>\n In a single day, the average consumer is exposed to between 3,000 and 10,000 brands<\/span><\/a>.<\/p>\n Yet somehow, some brands can cut through the noise and grab their attention. Those brands leverage powerful marketing psychology principles<\/a>.<\/p>\n Well-recognized brands produce strong activity<\/a> in parts of the brain that are associated with a positive response. Unknown brands do the opposite, activating brain parts associated with negative emotions.<\/p>\n Psychology plays a large role in marketing and branding. After all,\u00a0design influences consumer behavior<\/a>, and many psychological factors go\u00a0into consumer decision-making.<\/p>\n Look for big and small opportunities to translate these factors into your branding<\/a>.<\/p>\n For example, be sure that your business name<\/a> is unique. “Alan’s Construction Company” might reflect your name, but you won’t be able to differentiate if other businesses in your geographic area have the same name. You’ll confuse your clients and prospective clients.<\/p>\n Whether rolling out a new brand, promoting an existing one, or rebranding<\/a>, it’s important to stand out from your competition.<\/p>\n You can do this with a unique visual identity featuring a stand-out color palette, brand-appropriate graphics, and a memorable business logo. You can differentiate with a unique brand message and personality, which is especially essential for niche industries.<\/p>\n And, you can stand out with a unique selling proposition<\/a> (or “USP”).<\/p>\n Ultimately, a USP is what your business stands for.<\/p>\n For example, you could say that Apple\u2019s USP is found in \u201cuser experience\u201d: everything they do is meant to have the user at its core.<\/p>\n Google\u2019s USP might be in the way they connect people with information, whereas Amazon\u2019s might be providing whatever product you need quickly, efficiently, and at as low a cost as possible.<\/p>\n Figuring out what your USP is can take time, but it\u2019s a crucial piece of your brand. Knowing what it is can help you sell better to your existing customers, and more importantly possible customers.<\/p><\/blockquote>\n Whatever your unique selling proposition is… make sure you take the time to figure it out, share it with your customers, and then deliver it every time.<\/p>\n Competition in the construction industry is fierce. Staying brand consistent and focusing on the customer first will help you blow your competitors out of the water.<\/p>\n Remember that most states require you to register your business if the trade name under which you operate your business differs from your business’s legal name. This is especially important if you have different construction brands for commercial and residential markets.<\/p>\n For example, if your registered company is an LLC<\/a> named Three Brothers, LLC, you cannot operate that business lawfully in most states if you\u2019re selling products under the trade name Three Tigers Residential Construction. That\u2019s because the registered name, and your trade name, are different.<\/p>\n Fortunately, this is not a difficult problem to overcome. You can register your actual trade name with your state (and or local government) by filing a \u201cdoing business as\u201d (DBA) certificate. DBAs are also commonly called \u201cassumed name,\u201d \u201cfictitious business name,\u201d or \u201ctrade name.\u201d Here\u2019s a terrific resource that explains what a DBA is, the DBA state requirements, and how to file a DBA<\/span><\/a>\u00a0for your business in all 50 states and U.S. territories.<\/p>\n For construction employees, it’s never just a job. The construction field is anchored by hard work, quality craftsmanship, and consistency.<\/p>\n Employees who understand their employer’s mission<\/a> are more likely to be motivated to work toward common goals.<\/p>\n A strong brand is one that employees can get behind and rally around.<\/p>\n This is important for two reasons.<\/p>\n First, a recent study<\/a> found that employee satisfaction correlates positively with higher productivity and profitability.<\/p>\n Second, according to the 2020 Edelman Trust Barometer<\/a>, regular employees are regarded as more credible than CEOs, entrepreneurs, and board members. Those employees can provide some of your best word-of-mouth marketing, with 98% of employees<\/a> being active on at least one personal social media account and 50% posting about their company.<\/p>\n Your company brand identity will impact your ability to attract future employees. You want the best people on your team. But how do you find them?<\/p>\n A strong brand eliminates the need to hunt for quality employees; They will come to you. 84% of job seekers<\/a> indicate that a company’s reputation is important and a factor in choosing to apply.<\/p>\n Don’t leave your brand to chance.<\/p>\n Create a strong brand to drive sales in your construction business.<\/p>\n3. A strong brand builds trust and credibility<\/h2>\n
Consider these essential elements to building trust with your brand:<\/strong><\/h3>\n
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4. A strong brand taps into the power of psychology<\/h2>\n
5. A strong brand differentiates you from competitors<\/h2>\n
Set your brand apart from the competition by:<\/strong><\/h3>\n
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6. A strong brand inspires your employees<\/h2>\n
Inspire current employees<\/strong><\/h3>\n
Attract future employees<\/strong><\/h3>\n
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