What Are The Elements Of Branding a Construction Company?

May 20, 2022

Why do some construction companies become dominant in the consumer's eye, while others fade away?

There are lots of reasons, factors you can control and factors you can't. But one thing you can control -- and should -- is branding. All of the most successful companies have spent considerable time and effort developing their company brand. And it doesn't have to break the bank.

The highly competitive construction industry - like what we see here in Seattle - means you’ll need to focus on building your brand if you want to thrive and grow. You could have the best craftsmanship in all of Puget Sound—but without a cohesive branding strategy, it won't matter because you won't stand out.

Branding is the promise made to the potential customer before you dig the first shovel of dirt. It lets them know who you are and what you’re about and provides them with confidence that you’re the right contractor for the job.

Brand elements consist of such aspects as your logo, name, messaging, etc. When combined, they create an impactful and cohesive image of your construction company. Read on to learn more about essential elements of a successful construction company brand.

Your website

Websites are often the first touchpoint that a customer has with your construction company. It’s your first chance to make an impression—don’t waste it. Studies have shown that people’s initial image of a brand is hard to change.

If you have a Wix or other “DIY” website, you’re not bringing your A-game to the table. Many of your competitors have beautifully-designed websites that are highly optimized to take their website visitors from lookie-loos to excited clients. Depending on your geographical area, your clients are increasingly sophistated people with high expectations.

The design of your home page is one of the most critical factors in setting expectations, instilling trust, and causing skeptical visitors to click to learn more about the value they’ll get from hiring your company.


Adding video to your website and social media profiles tells people who you are and clearly differentiates your business from your competitors. You can use video to tell your brand story that touches on the following points:

  • What’s your origin story—why did you decide to start a construction business? This reassures prospective clients that you’re trustworthy and well-established.
  • What do you do—what services do you offer? What kind of services should clients ask you more about? Do you have any unique expertise?
  • What are your values—where do you stand? What’s important to your business? This is where you can incorporate your values into your brand mission statement.
  • How do you perform—what’s your track record? More importantly, when things don’t always go as planned—how do you handle it?


The images on your website speak volumes about your brand. While stock images will work—it’s better to have actual photos of your team in action. The general appearance of your team is also essential and can subconsciously send the right or wrong impression.

For example, let’s say that you have a photo of your construction workers, and they’re waving their hands in the air and smiling. In your mind, the image may look like it’s showing off how great your guys work as a team—but some people might look at it as “workers goofing off while on the job site.”

Whether it’s your brochures, website, or office decor—be purposeful when choosing images. Trucks, buildings under construction, and your team/staff in the field all combine to help tell your brand's story.

Your Logo

What does your logo say about your business? Upon first viewing, does it immediately inspire confidence and trust—or do people need to sit there for a few seconds to understand it?

Your company logo should inspire trust, evoke feelings, and make a solid first impression. It should also set you apart from your competitors. Avoid the temptation to take a competing construction company’s logo and modify it slightly to make it your own.


There’s a huge difference between a company name and a memorable company name. The former gets quickly forgotten about while the latter remains in the minds of people weeks, months, or even years later.

Choosing a great construction company name requires a bit of brainstorming—and some careful forethought. For example, is the new name available as a .com website? Or does someone else own the domain name?

A quick Google search can also help you make your decision. For example, it wouldn’t be wise to name your company “ISIS Construction” (after the Egyptian goddess), considering that there is a terrorist group that shares the same name.

Mission &  Message

Mission statements, taglines, tone, copy, scripts, and value propositions are important branding elements. This information goes everywhere—from your company website to your brochures and advertising campaigns.

Having clear and consistent messaging helps instill trust, grabs attention, and allows you to differentiate yourself from your competitors and stand out in a crowded market. It also sets the stage for advertising and communicating with the public.

For example, let’s say that your construction company exclusively works with affluent clients. You want your messaging to resonate with those clients so that they feel an instant connection to your brand.

Construction Branding Services

At Bizango, we have over 15 years of experience helping local construction companies improve their brands through our branding services. We’ll sit down with you and walk you through our proven process that will create branding elements that inspire confidence, instill trust, and convert visitors into clients.

Contact us today to learn more about our branding services and see the brands we’ve developed for other construction companies.


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