In a word: Trust.
Let’s face it, in the A/E/C industry, you’re in the trust business. Potential clients are thinking of investing thousands, if not millions, of dollars to make their dream a reality. But to do that, they need to trust you.
So how do you build trust with potential clients that haven’t worked with you before?
By building your brand.
A lot of people think their company’s logo is their brand. A logo is important and represents your brand, but your company’s brand is so much bigger than that. It’s a combination of images and graphic elements, mission statements, products and services, and a way of communicating that creates a feeling about your company.
Your brand is how you’re perceived by an audience. It’s an emotional connection to your company and that makes it one of the most valuable assets your company owns.
Having a solid brand can tell a stranger why they should work with you. Having a solid brand gives you credibility, it shows value, and sets the foundation for trust.
This, my friends, is why the visuals you use to represent your brand are so very important.
The quality of the images you use in marketing say a lot about you. For example, in a proposal you’re saying your company has first class quality control on projects…but your project photos are snapshots and your team’s headshots are all haphazard and poorly executed. Do the images you’re using support that message? Why should a client believe you if you can’t even control quality on your marketing efforts?
A lot of companies don’t worry about their brand image until there’s a problem. When something goes wrong, they wonder: What gave a client that impression? Why did they think we did that?
Well, it may come down to the image you’re projecting. (For tips on improving your brand’s image, check out this cool brand image infographic.)
Consistency is important, and of course it isn’t a one-and-done type of deal. It takes planning and coordination just like a construction project does. A consistent look and message across all of your marketing platforms is one of the keys to establishing your brand. At the very least, your website and social media profile images should be the same, or very similar, so your audience knows they’re in the right place. (Because, believe me, they’re researching you online and forming opinions before you even know it.)
At Karen K Photo, we have over 10 years of experience marketing for A/E/C firms and know how to create images that make your company shine. Contact us, we can help you raise your marketing game.
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