“Branding” used to mean something different. It involved cowboys, cattle, and red-hot irons instead of creatives, Canva, and a proprietary color palette for your logo.
I traded messages with a “branding guy” recently. No, he doesn’t run a herd of steers across the plains of Oklahoma.
While talking with him the similarities of what we both do jumped out at me:
- His images and copy are designed to build trust with consumers so they engage with a product.
- The managers I work with are trying to communicate in ways that staff trust them so they are motivated to do their best work.
- His marketing campaigns deliver a consistent look and message which are believable and easy to understand.
- My small business owners lead with consistency so that employees know what’s expected and are clear about where the company is going.
- He knows that the look and feel of marketing materials can say as much or more than the words on them.
- My clients make sure to do more than hang clever posters on the walls and print out a nice mission statement. How they interact and support the crew on a personal level is far more impacting.
Sure, it’s possible to go too far with this illustration and try to influence staff with shallow showmanship. We have to be genuine in the “brand” that we sell them.
But many of the tools for good marketing can be applied in house with our own people.
It’s easy to focus on the relationships we’re building with customers.
But remember that the folks in the office or on the jobsite are an in-house version of clients that also need to be taken care of.
What element of your “brand” might need a little adjusting?
- Communication for trust.
- Consistency that brings clarity.
- Relationships that say more than words.
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If you prefer to email me directly, reach me at Terry@tmcleodcontracting.com