Builders need to build a brand.
Think of the word Netflix. You immediately of it as fast, easy, entertaining and great value for the money you spend. Think of the word Volvo. You think of safety.
It’s about Volvo’s ability to place an idea in your head, relative to competitors. As with Netflix, that’s the definition of positioning. The builder has to build a brand that sets them apart from competitors, like Netflix and Volvo.
But builders have a problem doing that. They are busy managing and coordinating home building or renovation projects, developing business projects for clients, managing the purchase and delivery of materials, coordinating the work of tradespeople such as plumbers, painters and carpenters involved in the project. They just don’t have the time to build a brand.
So the smart builder will outsource the brand building to copywriter who will craft a strong, consistent message that resonates with the target audience and showcases the builder’s unique strengths.
Here are the strategies the copywriter can use:
1. Tell the builder’s story: Every business has a story to tell. The copywriter should tell the builder’s story: how they started, what is the builder’s target market? Stories create a blueprint for organizing marketing content. A builder’s brand’s marketing strategy is built around that story. Every piece of content in the story helps convey the builder’s purpose and values to the marketplace. The copywriter will convey the builder’s purpose and values with a story that captures people’s attention.
2. Understand the Builder’s Unique Selling Proposition (USP): The copywriter should know the builder’s business inside out. What types of projects do they specialize in? What makes their work stand out from their competitors (quality, innovation, sustainability, etc.)? The copywriter should assess what the company can do that others struggle to achieve. Is it something around location or specialty? Does the builder have crew members with special expertise that can be difficult to find easily? Does their combined experience (their experience paired with their team) make for a sizable number of years or variety of work? Does their lean crew numbers mean they are nimbler and more flexible on a project?
3. Develop a Brand Voice: The copywriter will determine the tone that aligns with the builder’s brand—whether it’s authoritative, friendly, or innovative. The copywriter will also ensure the brand voice is consistent across all platforms, including websites, social media, emails, and printed materials. Brand voice will showcase the builder’s values and unique point of view, which should be consistent throughout all company communications (ads, social media, email, website, etc.). Brand voice makes a brand identifiable and showcases its area of expertise. As part of that brand voice, the copywriter will Identify which platforms they should use before they start planning copy. They may choose to focus on one or more platforms, such as the website, blogs, social media, email newsletters, podcast, video, or webinar, depending on the builder’s objectives, budget, and resources.
4. Content Marketing: The copywriter can write informative blogs about building trends, tips, and guides to position the builder as an industry expert. The copywriter will help the builder develop video and podcast content as a proven attention-grabber online, appealing to a wide range of age groups and emerging as a favourite content format for mobile device users. The copywriter can script all of these. Investing in diverse content formats is synonymous with investing in the success of the business. In the current digital landscape, where attention is more divided and channels are more saturated, the builder wants to be sure that the copywriter is creating a content strategy plan that delivers accurate results.
5. Optimize for SEO: Keyword Research: The copywriter will identify relevant keywords for SEO (search engine optimisation) that potential clients search for and incorporate them naturally into the content. Keyword research provides unique value and insight. By analyzing keywords containing geographic modifiers like city names, postcodes, and local landmarks, the copywriter will better understand what searchers in the builder’s area are looking for. Creating content that targets these highly specific local keywords helps search engines understand how the business serves customers. SEO will put the builder’s website high up in Google rankings.
By understanding the builder’s unique strengths and effectively communicating them through targeted and consistent messaging, the copywriter can help build a strong and recognizable brand that attracts the right clients.
Attention Builders: Need to build your brand but are you strapped for time?
Contact Leon Gettler to handle it.
As an experienced copywriter with deep knowledge in business, finance, and brand building, Leon can elevate your brand while you focus on running your business.
Contact me today at 0411 745 193 or at leon@leongettler.com.
