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Blog/August 16, 2011

Branding Isn’t a New Logo, Brochure or Pretty Website

Branding in construction is different. It is less about creating a brochure and collateral items, and more about creating the systems, structures and processes needed to deliver the brand every day. Too often contractors think all they have to do is create a fresh logo and update their web pages and collateral elements and they have rebranded their firm. Wrong. Rebranding fails 90% of the time in our industry for good and consistent reasons.

Creative agencies are helpful in generating a fresh new look for the company. They can help your organization appear new and exciting, for a short time at least. The challenge in construction is that customers hang around in the market for long periods. They can love you or hate you, but what they consistently do is talk about you and your company.

A fresh logo or web page is wonderful and creates a bit of buzz in the market. Just make sure that you have done the hard work of building systems, processes and skills needed to deliver the brand before you launch that new logo. Otherwise, your branding efforts will land in the same junk pile as 90% of the industry’s branding efforts.

Want to know more?