AEC companies didn’t have to worry much about marketing or branding for most of their history. A basic logo and a decent website were all they needed to find customers and yield revenue. Unfortunately, those days are long gone. Modern AEC companies need to invest in decent marketing and do their best to establish their brand. So, we will use this article to focus on the branding problem and outline the essential brand elements for AEC companies.
What every AEC company brand needs to have
Architecture, Engineering, Construction. We’ve summed up all the AEC companies that easily number in thousands with these three words. It should come as little surprise that no single brand, or even a brand idea, can support all companies. For a brand to be effective, it must resonate with the target demographic. And when it comes to targeting locals, this often leads to substantial branding differences in otherwise similar companies. With this in mind, we advise you not to take the following as a strict set of rules. Instead, see it as a basic guideline for setting up and optimizing your branding.
Differentiation
The first of the essential brand elements for AEC companies is differentiation. What it means, in simple terms, is that for your brand to be effective, it needs to stand out from your competition. If you choose the “safe” option and design a brand similar to what your competitors are already using, you will only fall into obscurity. Instead, it would be best if you found a way to stand out from the crowd through clever design, innovative marketing, or well-crafted promotional content. The more ways you can find to differentiate yourself from your competitors, the better.
Firm identity
Besides differentiation, you need to ensure that your brand holds a strong identity. Once your customers see your brand, they will have a clear idea of what you are all about. You primarily do this through your website, logo, and slogan. Successful companies have catchy messages that go neatly along with their brand image. Messages like:
- Just do it.
- There are some things money can’t buy. For everything else, there’s MasterCard.
- Have it your way.
- Snap! Crackle! Pop!
- Finger-lickin’ good.
These are all marketing slogans that stick with us. And will continue to do so for generations to come. Of course, it is hard to achieve the same fame as these slogans. But they stand as a good source of inspiration for the potential ones for your brand. The firmer your brand identity is, the more memorable it will be. So, don’t shy away from trying out different ideas. You ought to consider hiring a professional to help you along the way.
Outlined target demographic
The whole idea of developing a brand is that you want to engage a specific demographic. No AEC company, no matter how big and strong, can hope to engage everyone with their marketing. Every company has a specific demographic that it should target. And the sooner you can identify yours, the better. CRM can help with this, as you can use it to segment your audience and get a good idea of who you are dealing with. Know that a target demographic is not a “set in stone” entity. It, as all the elements of your brand, can change. And it is up to your to follow the marketing trends and see whether you are due for a rebranding.
A clear message
Besides having a firm identity, your brand needs to have a clear message. After all, what good is a brand message if it is obscure? Your customers need to know what your brand is about the moment they hear of it. And they need to understand how your company can help them. This is usually where brand managers struggle most, as it can be pretty challenging to be innovative while having a clear message. Once you start the development process, it may seem that all the good, clear-cut ideas for AEC company brands are already taken. But, try not to lose heart. Instead, look closely at what your company stands for and what your customers value. Combining the two should leave you with a clear, innovative message that represents your company and resonates with your audience.
Constant communication
People commonly make the mistake of thinking of brand development as a one-and-done deal. Branding takes time, even if it is well planned and well-managed. And the key goal during that time is establishing communication with your customers. Good brands work hard on building relationships and making sure that their company is properly represented. Furthermore, they go out of their way to hear what the customers have to say and whether they are satisfied. Your brand will develop primarily based on how your active customers perceive it and which messages resonate best with them.
Final thoughts about essential brand elements for AEC companies
What we’ve listed so far are only the essential brand elements for AEC companies. But there are likely others that you will have to consider if you wish to build a successful brand. For this, we advise you to consult with an experienced professional. No online guide can truly tell you what to do when it comes to practical brand development. You need to have experience within your market and experience in marketing to establish the right brand with all its elements. This is why the safest course of action is to consult with a seasoned brand developer. Influencers can also help, especially when it comes to breaking ground. The more you can involve them with brand development, the better.