Marketing is about telling the story of what makes your company special, and while that seems obvious and straightforward enough, it’s actually easy to lose sight of your story while you are busy running the business. Here is practical advice to boost your storytelling skills.
Create A Compelling Narrative
Clients have lots of contractors to choose from, so why choose you? Describing the services you provide, aka, talking about what you do, is really just the beginning. Why are you in construction in the first place? What matters to you? Marketing pros say that incorporating the answers to these questions into your story will “give your brand a personality, infuse it with your values and create a deeper connection with your audience.” As Chemene Phillips points out:
While producing quality work will result in referrals, storytelling complements it by giving your work context and a compelling narrative….Creating a brand story that resonates with your target audience and keeps you top of mind when the bidding process begins is a pivotal step in building your construction firm’s reputation and attracting the right clients….Storytelling transforms your construction projects into compelling tales of innovation, determination and client satisfaction….In addition, the competition for labor is fierce in the construction world, making branding and storytelling as important for prospective clients as it is for attracting future employees. A strong and authentic brand story helps you create a great first impression on social media and your website, leading to better brand recognition and recall. And if potential clients and employees remember your brand, they’re more likely to choose you.
To develop a compelling brand story, and “demonstrate that you’re a committed partner invested in your clients’ long-term success and milestones,” Phillips suggests starting with these two steps:
Craft your origin story. Every construction firm has a unique “Once upon a time…” moment that sets it apart. How did your company burst onto the scene? What ignited that initial spark? Your origin story isn’t just a backstory — it’s the bedrock of your brand, influencing how you conduct business and run your operations.This compelling beginning creates a narrative only you can tell, weaving through every project and client interaction, distinguishing you in a competitive market.
Define your brand’s mission. Your mission is your construction firm’s purpose, the “why” behind what you do, and the impact you hope to make. It’s the reason your brand exists in the first place, and this part of your story sets the tone for the rest of your brand identity.
As your story takes shape, don’t forget to incorporate the values your company operates on–and even how they have played out and evolved in your business as it has grown. Examples of your values at work might include “accuracy, communication, integrity, reliability and safety.” Of course, it’s also important to make sure your “USP” (Unique Selling Proposition) is solid, clear, and woven through everything you communicate. Phillips shares these five tips to keep in mind as you work on your brand story:
1. Your USP is the brand superpower that makes you different from everyone else … .This is the part of your story that outlines, “What sets you apart and makes you untouchable by the competition?”
2. Create client personas. The best brand stories forge strong emotional connections between the brand and audience…..
3. Leverage client pain points….Identify the most common pain points among your target clients, then emphasize how your services alleviate them and provide tangible benefits and a return on investment.
4. Share authentic anecdotes and experiences that have shaped your firm….Be transparent about your firm’s growth journey, including both successes and challenges.
5. Provide a glimpse into the future. What’s your vision? Where do you see your construction firm heading? Your audience should leave your story with a sense of excitement and anticipation for what’s to come, as well as a desire to be a part of it.
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