Practical Steps to Build a Standout Brand

1. Differentiate Yourself

In construction, it would be my guess that around 90%-95% of companies lack a true brand presence. They rely on word-of-mouth and referrals, which works until a customer goes online to compare options. Branding is your differentiator.

• Invest in professional photos of your work.
• Share your process and projects on social media.
• Tell your story—why you do what you do.
• Pursue a beautiful memorable logo and branding.
• Consider making that branding more publicly seen in apparel and elsewhere.

Even small efforts can set you apart from the competition. Try to put yourself in the position of one of your customers. What do you want them to “believe” purely based on pulling up your website, or seeing a social media post, or when you hand them a leaflet, or send them to a previous project? Even if you can’t afford an overall and move deliberately and gradually, perhaps the half dozen little pieces that you’ve spotted and improved are exactly what that client notices this time around.

2. Build Inherent Trust and Loyalty

A strong brand builds trust before a customer even interacts with you. Have you ever picked one product over another at the grocery store simply because its packaging caught your eye? Or chosen a bar in a new city because it looked sharper, cleaner, or more inviting? If these scenarios don’t resonate—if you always pick the cheapest option regardless of presentation—then I probably can’t convince you brand makes a difference, a big one. But for most of us, the power of branding is undeniable. Whether it’s opting for the name brand over the generic, being swayed by sleek packaging, or trusting a restaurant with a spotless, well-designed menu and appealing signage, these choices prove how a strong brand creates trust and loyalty.

This credibility means a client is more likely to choose you, even if your bid is higher than the competition. This ties into a concept from economic theory called “price signaling,” which suggests that higher prices often imply higher quality. While we know that’s not always true, the perception carries weight. Take a Louis Vuitton purse, for example. It might be more durable and look better than a standard purse from Target, but does it really last or look nearly 100 times better? Probably not. Yet, the LV bag is worth it because it’s more than a purse—it’s a statement. It represents quality, status, and values. If a purse can communicate all that, imagine the impact your customer’s new home or renovation could have. You better believe it matters.

3. Align Branding with Marketing

Marketing and branding must work together seamlessly. Advertising without a polished brand creates unnecessary hurdles—clients will research you, and any inconsistency or lack of clarity in your branding can derail the process entirely. Whether it’s an Instagram ad, a local magazine spot, handing out business cards, or simply driving your truck through busy neighborhoods, advertising is great for visibility. But if your branding doesn’t back up the message, it could end up doing more harm than good.

Think of it this way: have you ever booked an Airbnb based on glossy photos, only to arrive and find it didn’t live up to the images? Or checked into a hotel where the pool wasn’t quite as sparkling as you’d imagined? Those disappointments happen because the branding set an expectation that wasn’t met. The point is that you were impacted by the quality of the branding. The actual substance was irrelevant. In those examples, you were misled. You’re not going to have that issue, you’re very good at what you do. So don’t let lesser craftsmen mislead their customers when you’re the real deal. When your initial brand’s appeal and quality is backed up in product, you’ve created a reinforcement loop that will mint reoccurring revenue.

Anyone can pay for attention, but if your brand presents you as just one of many options—or worse, the “affordable” choice because it looks cheap or unprofessional—you’ve put yourself at a disadvantage. However, when your craftsmanship and artistry are clearly reflected in your branding, every piece of marketing you put out works harder for you. It transforms a fleeting impression into a lasting one—and that’s a game-changer.

The Power of Hyperlocal Branding

When entering a large market like the Bay Area, branding requires a hyperlocal focus. Targeting specific neighborhoods or communities helps you build a strong foothold. This is the extension of brand into your strategic marketing campaign. In a specific market, an extremely effective and repeatable marketing objective is to broadcast yourself as the go-to builder for a particular area.

Easily said but more difficult to implement. To do this effectively, when building your brand and messaging candid reflection on the values and aesthetics of the community are paramount. The strategy and branding should be tailored in alignment with the region. You’re probably not going to win a lot of projects in Orange County by building a brand around your durability of your solid structures in climate extremes. You might, instead, consider branding that evokes bringing the outside in and merging life with sunshine and a gentle fresh ocean breeze.

Once you’ve established your brand in one area, you can expand your reach to other neighborhoods, replicating your success. I have taken an approach that demands unique branding by region. There are times when that might be the optimal solution. In others, the region values geographical reach and firm stability. The key point is that these considerations are all factors in effective brand campaigns.

Why Branding is Worth the Effort

Branding isn’t just about looking good—it’s about creating a lasting impression that opens doors, builds trust, and sets you apart. Whether you’re starting fresh or revamping an established business, taking the time to invest in your brand can pay dividends for years to come.So, take a page out of Kayne’s book. Don’t just run a business—be the business.