The construction industry contributes to the UK economy with nearly £90 billion, which represents 6.7% of the wider total. Site developers and building firms know how important branding is to keep up those numbers and to offer further understanding in this matter, Helen Andrews, account director at RizkMcCay, a creative design and strategic marketing business with a proven track record of helping organisations in the built environment achieve their business objectives, will offer some insight.
The ultimate goal of a site developer, whether it is in housing development, town centre regeneration, new retail offering or educational facilities, is to attract further investment. To do so, solid branding and marketing are key in making a project stand out in the competitive market.
As an example, Helen mentions the regeneration projects and the always-asked question of ‘Does the site need a name?’ The answer is simple; if you want your project to be taken seriously then you need to give it a name. For a regeneration project, the aim is to show the public and the stakeholders the benefits it will bring to the local, regional and wider economy.
In order to develop a strong brand concept, always think about the importance of the scheme to the local area. This process is done backwards, starting with the analysis of the various stakeholders involved and further developing a set of values. Important questions include: Why are they passionate about this development? What makes it different from the others? How is it going to change people’s lives?
Wherever possible, try and humanise the brand so that people understand exactly why this development is happening in their town or city and how it will benefit them. Having a strategic marketing plan and robust brand in the built environment can go a long way to not only making a site a success but also to winning people over where developments are tricky or slightly contentious.