Is time to consider rebranding in construction marketing?
In my career, I have found clients who would never consider construction marketing rebranding and those who think it should be done often. In other words, those clients weren’t sure how to judge if a rebranding was in order. This article talks about how an old marketing guy tackles that question.
When to rebrand in construction marketing
First, you need to determine if you need to rebrand. Now, it is your prerogative to undergo a rebrand anytime the mood strikes. However, from a marketing perspective, there are reasons to create a new brand. Many times, your brand may have become outdated. Often a brand that has been in use for years shows its age and needs an update to show that your company isn’t falling behind. Another reason is when a change occurs, such as a new service, acquisition, or entering new markets, that significantly alters what you do.
The parts of construction marketing rebranding
When rebranding, you need to consider several parts of the project. The first decision is if you are creating a new logo or refreshing the current one. Once you have the logo, you will have to redesign all your sales and marketing material, in-house collateral, and vehicle or job signage. As part of construction marketing rebranding, you should also evaluate your messaging to be sure it still presents the right image of your company.
The rebranding plan
A rebrand in construction marketing needs to be approached in phases like one of your projects. Begin with the design phase that involves your logo, material, and messages. Next, determine how you will announce the change to current customers and the community to avoid confusion. The announcement campaign should be over time, say over 3-6 months, to assure the market gets the message. Finally, develop a brand management guide to help maintain consistency and a professional image.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
About the Conach
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.