In any industry, it’s natural to feel daunted by your larger competition. Businesses that have had longer to establish themselves have had more time to develop their brand reputation, not to mention the financial advantage that they have over you.
In construction specifically, you might feel as though this dooms you to simply be the inferior option, especially when it comes to the finished result that you can offer against these larger companies. The gulf between you and your competitors might not be as large as you think it is, though, and emphasizing your own strengths can help you to be tactical in how you appeal to audiences.
Underline the Underdog Aspect
In general, audiences prefer to root for the underdog. Many people may even prefer to opt for the smaller business if they’re given the choice, and that gives you the perfect platform on which to make your case. A lot of the time, the larger option is more appealing because of brand recognizability, cost or convenience. In construction, you might find that a lot of the difficulty is simply getting your name out there in the first place.
Your marketing will look to remedy this, and it gives you an opportunity to draw attention to elements like your local roots, your dedication to quality service and the sense of personality behind your brand – all things that more established names might lack.
Tactical Tool Usage
One of the areas that you might feel as though your brand can’t compete with bigger businesses might be in terms of the equipment you have access to. More money means that a business can buy more tools, and tools can have a big impact on the quality of the work.
It isn’t the only factor, though. First of all, you have to consider the employees that are using the tools to begin with – more skilled hands leading to a more finessed result. Secondly, while you might not be able to lap up as many pieces of equipment as your competitors, being targeted with where you prioritize spending can help you to get the best of what you need. Browsing the various options available through outlets like machinerypartner.com can help you to identify options that fall within this Goldilocks zone.
Engage Your Audiences
As mentioned previously, the potential that your brand has to develop a superior personality to your competitors shouldn’t be ignored. A larger company is a multi-headed beast – something that’s beneficial in some areas but detrimental when it comes to relating to audiences. On the other hand, the fact that audiences can get to know certain members of your team and understand your tone of voice on a personal level makes you feel more human. This is good for likability and branding, especially when it comes to engaging with your audiences on social media, but it also helps with customer service. Audiences might feel better about approaching you with queries or issues because they feel as though they’re more likely to get a workable result than with a larger company.
