First impressions has a massive influence on a construction business’ credibility. Representing the “front door” to your business, it’s important professional design is an integral part to all your marketing communications. Here are my 5 unmissable marketing design tips for construction business’.
1. Branding that Embodies your Business
Branding embodies everything your business is about and represents a promise to your customer.
Branding represents how a construction business differentiates itself from the competition, your position in the market, the value of your product.
You can find out more about branding specifically here.
Your construction business logo is a key component of how your brand is specified and you can find out more about the type of process that often goes into creating a logo with branding and profile in mind.
Don’t just take it from me, there is more to branding than a logo:
Does you #construction business' past the test?…
"What makes a good logo is a good brand, not the other way around."https://t.co/6uJquGEBMN#branding #sethgodin #marketing #LogoDesign pic.twitter.com/IGTRoC6hdY— Jamie Street (@JamieStreet_87) August 24, 2018
2. Marketing and Design Style Guide
When approaching any marketing activities construction business’ need to consult or create a style guide before they even start.
A style guide is a detailed document that features all fonts, colours and spacing elements for all your business’ marketing materials (online and offline) and general communications.
Having a design guide in place very early ensures there is consistency and familiarity in your marketing for years to come.
You can have the most amazing project to share, products/services to showcase or news to release but a style guide slip can have highly damaging effects on credibility.
Customers will notice if you have used different fonts, spacing or colours across the messages you deliver.
Consistency is key and ensures that the marketing campaign can have maximum impact.
Design consistency is essential within an omnichannel approach that ensures all marketing activities are of the highest standards throughout all customer communications.
Don’t design for today and guess, a style guide is essential for your business’ long term future.
If your construction business needs support with creating a style guide contact me here
3. Create user friendly technical brochures
As a business working in the built environment it is important to achieve a balance between technical information and user experience (UX) when designing technical brochures.
Such is the depth of technical information that it often dominates a document, at the expense of user readability. In the alternative circumstance key technical features are forgotten to give a cleaner more appealing user experience.
The secondary approach may have a more positive first impression on readers, but leave them needing to consult other sources for technical detail.
An overly technical guide may switch potential clients off immediately.
Creating the right balance between images, text and white space is advisable, if your business doesn’t have these construction marketing skills in-house they may seek the support of a creative design expert.
Here’s my recent guide on how a construction business may go about creating a professional, high quality brochures and literatures for its business:
4. Feature your Business Logo on all Marketing Communications
In the digital marketing space business’ involved in construction are generating significantly more content than before.
Design for construction business’ is no longer just brochures, literature documents and business cards.
Every press release and web post requires an associated image, social media demands a continuous flow of images and video and every email a new set of captivating graphics.
All these communications are another opportunity for construction business’ to gain visibility for the business and where the business logo should be featured.
Social sharing, google search engines and email enable business’ to attract new customers at any time through a multitude of channels and the inclusion of your logo on all graphics design can provide a reference point for them to seek your business out online.
5. Hire a professional photographer
Modern smartphones are capable of capturing excellent quality photos, but human error can still lead to photographs being below the standards that business’ need to provide for their customers.
It may be necessary to contract the services of a professional photographer in order to showcase a project, your premises or a new product to the highest standards.
Considering these visuals will be communicated by an array of digital and print marketing platforms the investment is worthwhile to ensure your business gets the exposure it deserves.
Professional photography is essential for technical literature and brochures and all printed materials.
