4 Essential Elements for Defining Your Brand

There’s a lot more to defining your brand than choosing a logo and fonts, but the process doesn’t have to be complicated. If you’re just getting started branding your construction firm, get the essentials down first.

1. Audience – Defining your audience helps you clarify exactly who you’re trying to attract to your business. You can’t be all things to all people, but you can position yourself as the best company for dentists who want to expand their clinics or older adults who want to remodel their homes. Once you know who you’re targeting, you can design your marketing in ways that will appeal to that group.
2. Story – Your brand story communicates your values, beliefs, and strengths in a way that makes an emotional connection with your would-be clients. The basic formula is simple: talk about how you noticed a problem, found a way to solve it, and now share that solution. Maybe you discovered that few small medical clinics were built to accommodate developments in technology, you worked out future-proofing solutions for these clinics, and now you have former clients calling to tell you how their clinics’ patients have benefited.
3. Promise – Your brand promise tells your clients what kind of experience they can expect to have when working with you. It should be inspired by your core values and what you ultimately want to give your clients. If you do home remodeling, your promise might be “Homes that stand the test of time” or “Modern. Smart. Efficient,” depending on the clientele you’re targeting.
4. Emotion – Even in a practical business like construction, emotion sells. Choosing one primary emotion you want your potential clients to feel when they think about your business helps guide the rest of your branding. Your logo style, color palette, and voice should all work toward evoking that emotion. If you specialize in office buildings, you might want your clients to feel the excitement of a fast-paced business environment. If you build single-family homes, you might focus on love and affection.