“You are for me, the wind has told me, you are for me, I hear it all the time…”

from the song "You are for me" by Julieta Venegas

Yes, you hummed it and that's very good. A catchy and fun melody plays in the background that immerses us in a story of encounters and disagreements: the famous and acclaimed “I don't see you but I feel like you're there.” Whether you want it or not, when things are inescapable, there is no way to escape from what is destined to be, and even more so if it is coldly calculated.

With charming and magical gadgets, branding behaves like the starter pack of any company that seeks to stand out and acquire a differential compared to the rest of the competition. Furthermore, the ecosystem belonging to the real estate and construction business constitutes the perfect place to apply strategies that provide organic and effective recognition among customers and their favorite products.

In itself, branding has the particularity of involving various tactics from the area of Marketing with the purpose of connecting brands with their recipients through the creation of a complete experience. Not only do visual aspects intervene, such as a special font or a certain color, but also the entire behind the scenes, which has to do with the assembly of the unconscious message that the firm intends to convey.

Defined in a more formal way, we can say that branding is the process of creation, construction, maturation and strategic development of a brand. It is a constant circuit - even philosophical one might add - where the objectives of a company are susceptible to being molded in order to perpetuate its permanence over time.

This is possible through introspective work that the marketing team must carry out, determining and establishing what the identity of the brand will be, what its purpose is in this world, and who it is aimed at. These conclusions are reached by answering the following questions: who am I? What is my mission? What are my values? And who is my target audience?

Jeff Bezos, CEO of the e-commerce company Amazon, was able to declare that “branding is what people say about you when you are not in the room.” How true is this? Let's see...

The brand promise

One of the greatest ambitions in the exercise of branding is the total control of what people say and what they don't about a company. That is why not only marketing specialists participate in this process, but also the consumers themselves who add their personal perceptions, inaugurating brand meanings minute by minute. That is why it is concluded that it is a bilateral cycle. Of course these actions are the result of the naive conscience of the human mind.

Regarding the branding theme, the film starring Will Smith and Margot Robbie under the name “Focus”, in one of its scenes alludes precisely to this phenomenon that we mentioned: the professional scammer -Smith- is in charge of “programming” the mind of the bettor through the identification and repetition of the number 55. What happened? Finally the latter opted for the target number and the character played by Smith ended up achieving his goal.

The construction universe, without any problem, has everything to gain to use branding strategies that generate a promise of value and commitment to loyal and potential clients who have dispersed in the market. It is about establishing a connection firstly, emotionally and secondly, rationally to communicate to them that the company is what they are looking for if they are undecided.

The point is that the pieces that contain the corporate proposal fit perfectly with the pieces that carry people's impressions. Are you looking for good quality materials at the best price for your home or business?  My company is your solution.

Elements that cannot be missing from your branding strategy

1. Tone of voice: it is important that your brand differentiates itself from others in a unique way
2. Quality: It is better to make little relevant content than to develop tactics of little consistency that do nothing but corrode the relationship with your stakeholders.
3. Relevance: if your message lacks values with which people are free to identify, it makes no sense. Taking advantage of meeting points with your audience is the smartest option when working on branding.
4. Consistency: it is highly recommended to insist and remind clients that you are there, marking your presence, since otherwise, you could run the risk of disappearing.
5. Opportunity: context is key to determining the appropriate communication channels and times that promote a successful reception of your business DNA.

Tips to improve your branding strategy

In the event that you are an architect, civil engineer, interior designer or company in the real estate branch that seeks to obtain a good positioning and that also intends to establish a close dialogue with its audience, pay attention to the following recommendations:

• Make sure you have a clear, eye-catching, recognizable logo that matches the message your branding strategy wants to convey.
• Don't forget that a good slogan is one of the best ways to communicate what makes you different from the rest, favoring your presence in the visual and auditory memory of your audience.
• Establish communication channels that provide your contact number and social networks so that interested parties can reach you much faster.
• Join the wonderful world of advertising and complete the Google business listing to promote your construction company easily. With this you ensure the attraction of a greater number of clients.
• Try to have a website that contains all the necessary and detailed information about your products and/or services with the help of audiovisual productions. There you can also include a blog with quality content that, in addition to selling, informs your audience about the benefits and utilities you can offer.