There’s strength in strong brand foundations
The built environment is designed to tolerate incredible natural forces. Earthquakes, storms, hurricanes will bounce off large buildings and external structure because of their significant stability. Why? Because of strong foundations that not only act as an anchor but also inform the design of the whole structure above.
You might not have considered your business brand in these terms, but it is subject to outside forces, marketplace challenges that create a similar ferocity. So, how much strength do your foundations have? Are they stable enough to anchor your business, are they powerful enough to give you the confidence and stability to weather challenging conditions?
In landscape and built environment design and construction, the importance of strong foundations cannot be overstated. They can account for up to 20% of a project’s cost but makes up 80% of its risk. The same concept extends far beyond just buildings; it applies to everything you build, from personal relationships to business growth. Without strong foundations, everything eventually crumbles.
From a branding perspective, your business foundations are built from your vision, mission, and values – the three pillars of your core identity. These pillars set the tone for everything and stay constant. These simple statements give your brand stability and inform every decision you make.
They might be simple, but that doesn’t mean easy.
The Importance of Preparation
Picture this. You’re asked to choose paint colours, but you don’t yet know what it is you’re painting. At Attract & Engage we’ve seen it far too often – businesses investing thousands in marketing campaigns, video content, website design, only to find the results miss the mark. The problem? They had not laid the groundwork of their brand identity, leaving the writers, designers, and web builders to create from unstable foundations.
Let’s use the built environment analogy again. If the groundwork and foundations of a building are lacking for what is built on top, you’ve got a hefty pile of debris on your hands. The same applies to your business brand. If you skipped the leg work to establish the strong, the costs could be significant.
Investing in the Foundation
Expertise shines through when your hard landscaper (or marketing agency) takes the essential preparatory steps before diving into their work. So, you might think you can’t afford to invest in laying the groundwork for your brand, but the truth is you can’t afford not to?
Building Your Strong Identity
So, how does Attract & Engage help you lay powerful foundations for a successful business brand? Getting under the skin of your brand story is one of our favourite things to do. We take your target audience, their challenges, your heritage, services & solutions, hopes, fears, and ambitions, combine them with market research and industry insight, and deliver you a solid brand identity.
It’s a proven process, which we lead you through every step of the way. Creating your vision, mission and values requires input from you, your leadership team, employees, clients, and stakeholders. We combine these varied perspectives alongside deep market insight, economic understanding, and predictions, and a dash of Attract & Engage magic.
Grow From Solid Ground
With your business brand foundations in place, you can confidently move forward towards growth. Your marketing kit is packed with the tools to improve tender submissions, define targeted marketing campaigns, establish business culture, and reach your targets. These tools will also give power to your in-house marketing team, communications professionals, content creators, and website designer to excel on their project delivery.
Lay strong brand foundations, and you’ll create a business with longevity for generations.
For help strengthening your business foundations, drop Attract & Engage a line and we’ll build a great brand together.
Let’s increase your odds in the tender process
It’s always been difficult to grow a construction business, and it’s only getting harder. Learn how smaller firms can successfully compete and win projects with our Construction Marketing Guide.