What is your brand?

Throughout the design/build process there are hundreds of opportunities to connect with the client. From the first moment of contact through the final clean up of the site, that client will get to know you, your crew and your company. More importantly, the client will assign you an identity. They can’t help doing it. It’s human nature to categorize and compartmentalize information so that life makes sense. We rely upon these quick mental references. Therefore, it is exceedingly important from a business perspective to project a company image that is well thought out and consistent. Let’s start with the company logo.

In olden days, contractors used the family name in bold block letters to proclaim who they were. If they were avant garde, they may have placed graphics of a hammer or saw next to their name. For many GCs, this is still within their comfort zone. And there is nothing wrong with that. In fact, this imagery has a certain connotation for many people which may drive business to that GC. That is, they are no-nonsense, traditional builders.

I have noticed in my own neighborhood a number of builder signs appearing on front lawns which are cleverly geared to their clientele. One such contractor uses a woodsy sign with trees carved on the sign. Even their name is eco-friendly. The message: We are environmentally aware and creative craftspeople.

Another area contractor has a sleek sign which features a large, funky green, lower case letter on a white background. The logo is eye catching and conveys the message that this contractor is with the times. His sign tends to be in trendy neighborhoods where the company’s eye to aesthetics is appreciated.

Once your company image has been established, don’t be afraid to use that imagery on all correspondence. From initial meeting agendas to invoices to contracts, be consistent. You are branding your company. Why do you think Coca-cola and other businesses pay big bucks for their products to be prominently placed in movies and on television? They are working their way in to your consciousness. Whether you like it or not, we are all being marketed to continually.

Even employees of the company bear the responsibility of carrying the company’s brand with them. That means that when they show up on a job site they should be wearing clean tee shirts or polo shirts which feature the company logo. As I’ve mentioned previously in this column, it also means that their behavior is a direct representation of the company. That is: no loud music, profane language or inappropriate behavior. Courtesy and cleanliness should be standard operating procedures for all employees and people representing the design builder.

Years ago I worked with a design builder who had a great crew in the field. The lead carpenter had lots of experience and technical expertise. Unfortunately, he also had a drinking problem and some other personal problems which flowed over from his personal life into his professional life.

My friend, the design builder, tried to help his lead carpenter and gave him every opportunity to set himself straight. I finally told my friend that is was laudable that he was not just cutting an old employee loose, but trying to save the man. However, in the meantime, the business was suffering a black eye because clients were not so tolerant of such behaviors. Ultimately, the carpenter just took off one day and never returned.

I actually believe that he left, not only because he was unable to function, but also because he recognized how his problems were impugning the name of his friend, the design builder. Clients did not see the carpenter’s problems as his own. The problems were the builder’s and ultimately…the homeowner’s.

Straw Piggy, Wood Piggy and Brick Piggy

Before you start a remodeling or custom home project please read this cute story.

Straw Piggy, Wood Piggy and Brick Piggy

Once upon a time there were three little piggies. Straw Piggy, Wood Piggy and Brick Piggy. The three little piggies were neighbors, and all three wanted to remodel their homes. The problem was that none of the little piggies knew how to get started. They decided to consult with the wise advisor in the woods the lawyer B.B. Wolf. Brick Piggy, since he was the smartest piggy, arranged the meeting and all three piggies went to meet Mr. Wolf. Brick Piggy asked “Mr. Wolf , we need to remodel our homes, but we don’t know how. Can you help us”? “Of course” replied Mr. Wolf “I have a lot of experience with remodeling homes” (wink,wink). “There are 2 ways to remodel a home. The first way is the inexpensive way. First you hire a carpenter, and you manage the project. That means that you make the calls to all of the trades, the electrician, the plumber, the sheetrocker. It’s easy, anybody can do it. Draw up some plans on a napkin or piece of paper, and you are on your way. Oh, and don’t forget to buy your materials at some discount material warehouse. Straw Piggy didn’t need to hear any more. “That is how I want to remodel my home.” Panted Straw Piggy. “I am going to remodel my home the inexpensive way.” And off he ran to find a carpenter.

Mr. Wolf addressed the remaining Piggies. “The second way to remodel your home is more costly. First you hire an architect to draw up some plans. After the plans are done you take these plans and give them to any number of contractors, three at least. Look for the really hungry ones. You should get some really good prices. Make sure you take the lowest bid. This will guarantee a well planned project at the best possible price.” Wood Piggy liked this way. “I don’t mind paying a little bit more,” said Wood Piggy. Especially since I can probably make some of the cost up by hiring the low bid. Like you said before Mr. Wolf, I like that I can have a well planned project, and still get a low price for the build part. After all it’s easy, anybody can do it. And off he ran to find an architect. Brick Piggy stood in front of Mr. Wolf. “Mr. Wolf, said Brick Piggy “I am not comfortable with either way. I think I am going to do some research. There must be another way to remodel your home.” Remember Brick Piggy was smart. Brick Piggy went home and did some research. He discovered that there is another way to remodel your home. A piggy could hire a professional design build company. A design builder will do the planning and the building. The process manages the two unknowns of a remodeling project, how much it will cost and what it will look like, together. The piggy and the design builder develop trust early in the process. The resulting project is a good experience, built with quality at the predetermined investment, and meets the needs of the piggy. Brick Piggy decided to find a professional design builder.
One month, two months, three months, four months, five months. What do you think happened?
Straw Piggy has not finished his project. The carpenter got about 90 % complete and decided he had to move onto the next project. The plumbers and electricians did not return Straw Piggie’s calls and the delays were annoying. The materials that Straw Piggy bought really haven’t lasted well and Straw Piggie’s project is falling apart. Straw Piggy has hired B.B. Wolf esq. to sue the different trades for breach of contract and the material supplier for poor quality. Wood Piggy’s project never was started. The project the architect designed could not be built for Wood Piggy’s budget. Even the low bid was too high. Wood Piggy has hired B.B. Wolf esq. to sue the architect to get back the design fee. Oh, and Wood Piggy has also retained Mr. Wolf’s services in the divorce proceedings with his wife.

And what about Brick Piggy? Brick Piggy is almost complete with his design build project. He is so happy with his project. The project has met his needs and the relationship with his design builder is so strong that he is planning his next project. Brick Piggy is going to build some rental apartments on his property. Straw Piggy and Wood Piggy will be moving in as soon as the apartments are ready.

And they all lived happily ever after.

Written by: Mason Lord

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