InfrastructureMay 13, 2022

Building your brand

Jeff Bezos once said “your brand is what other people say about you when you’re not in the room”. As the founder of e-commerce giant Amazon and the second richest person in the world, Bezos is a man who understands the power of branding. But businesses of all sizes can benefit from building their brand and if you don’t know where to start, we can help you.

Many people may think of building your brand as just the basics of identifying your business – a logo, tagline or colour scheme perhaps. In reality it has evolved to mean much more than that; it’s a multidimensional measure of your corporate personality. It encompasses your product, your values, how you communicate with your customers and what you want them to feel. Creating a solid brand for your company means creating a unique personality that can be communicated across every touchpoint. It ensures your business stands out and will be remembered by both consumers and competitors.

Industry Branding

In industries like infrastructure, building construction and rail, that are built on lasting relationships and positive reputations, branding can create a solid foundation for a successful business. In fact, a number of global infrastructure and construction businesses are now thinking more like consumer-facing industries and creating overarching brand strategies. This allows them to establish a singular corporate identity and then tailor it specifically for local markets without sacrificing their brand integrity. Given that day-to-day operations can often take priority, a solid brand strategy enables organisations to not lose sight of the bigger picture. At the same time, it’s important to understand that branding isn’t all style over substance. When it’s done right, it acts as an extension of your onsite performance and strengthens your client offering.

Building your brand
Building your brand
Market Promotion

Your brand is as important for your employees as it is for your customers – it tells people why they want to work for you. An unprecedented shortage of skilled workers in Australia means we are currently in a job market that’s controlled by candidates. Job seekers have the opportunity to think more deeply about the kind of company they want to work for and to seek out employers that align with their personal values.

To attract skilled candidates, you need a strong company brand that conveys who you are and what you stand for. A strong brand that promotes shared values like hard work, expertise and consistency is one that workers can rally around, and it can lead to greater job satisfaction. Studies have found out that employee satisfaction correlates positively with higher productivity and profitability, and also improve staff retention. When the employees understand their employer’s brand mission they will be more motivated to work towards their shared goals.

If you need to build a company brand from scratch or just want to tweak your existing messaging, Infrastructure People is ready to work with you. As part of our new Full Resource Management model, our branding experts can help you implement strategies that will elevate your brand and make you stand out in an increasingly competitive market. Build your brand then build your workforce – it’s that simple.


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