An Executive Digest of the Industry: Branding Your Company Message to Customers

The Construction and Development Blog

Branding Your Company Message to Customers

By Terry Kramer

Follow-Through on the Branding Process

Construction firms always stop short of following through with company improvements.

This leaves companies with dysfunctional and incomplete operating systems. The excuses are:

1. it costs too much to implement

2. the company has other high priority things to do

3. the company doesn’t have enough people to carry out the changes

4. it’s taking up too much time

When it comes to Company Branding, construction firms like to invest in the simple things like:

1. logos

2. company colors

3. new script or fonts

4. t-shirts

5. pens

6. coffee mugs

Sadly enough, many companies think they have completed the branding process after these items are created. These branding items are the last steps in the branding process, not the first steps.

After these basic, superficial branding touches, companies are left with employees that can’t define the business they work for to friends and fellow employees, let alone to customers. The ultimate failing is that customers do not know what the company stands for, so projects and profits are lost as a result.......read more

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Posted by ProTech at 4/2/2010 12:59 PM