Purplex: The importance of building a memorable brand

Andrew Scott, MD and founder of Purplex Marketing, shares his thoughts on how businesses within the construction industry can make their business stand out in a crowded marketplace…

“Just recently, a colleague told me about a visit he’d made to a graveyard. Walking past a line of graves, he noticed the lettering on one newly installed tombstone. The text related to a woman in her 70s, referred to as a ‘lively soul who brought joy to all’. Nothing unusual about that; what really struck my colleague was the font used to create the text – it was the famous ‘Walt Disney’ swirly script.

Inappropriate? Maybe, though graveyards are far less formal places than they were. Memorable? Certainly. And although we’re surmising, it seems clear that the deceased woman was determined her passion for the Disney brand would be her everlasting memorial.

This story highlights a truth about building a memorable brand – that it’s about creating a lasting impression. As we step into the first few months of 2025, with the Government’s tax raid on businesses driving economic uncertainty, building and establishing strong brand identity is crucial for standing out in a crowded market. 

If you’re running a company in the construction sector, you’ll know just how crowded the market is. That’s why establishing a strong brand identity is crucial. Take Apple, for instance – their clean, minimalist look and focus on innovation has made them instantly recognisable worldwide. Now, we might not all be aiming to be the next Apple, but there’s plenty we can learn from their playbook.

Think about other global brands. What they all have in common is consistency. Whether it’s their visual style, colour schemes, typography or the way they talk to customers, everything works together seamlessly. Such companies do a brilliant job of positioning themselves as premium brands through consistent messaging that speaks to both trade and retail customers.

‘Building trust’

As we know, building trust through brand credibility is vital in our industry. After all, when you’re manufacturing or selling products that people rely on for security and comfort, you need to prove you’re trustworthy. That’s where third-party recognition comes in. Industry awards, accreditations and genuine customer testimonials are worth their weight in gold. Did you know that 92% of consumers read online reviews before making a purchase? That’s huge, and it shows just how important real social proof is.

An emerging trend that is particularly exciting for me is personal branding. As I’ve discovered, during my own journey in this direction, it’s becoming a game-changer in our industry. When company leaders develop strong personal brands, they become powerful advocates for their businesses and sectors.

LinkedIn has become fantastic for this – it’s the perfect platform for sharing your expertise and giving people a peek behind the scenes of your company. As well as written content you can also upload video – a great way of engaging people online and helping them to get to know you, giving authenticity to the brand.

Even influencer marketing is making waves, and partnering with respected industry figures and technical experts can really help build your credibility and reach new audiences. Influencers with their own following and credibility within the industry can help to reach new audiences.

Looking ahead, the brands that will thrive are those that can pivot with these rapidly-changing times while staying true to their values. That means embracing digital transformation, understanding what makes modern customers tick and keeping those all-important personal connections strong.

‘A big job’

But let’s be realistic – building and maintaining a strong brand is a big job. It needs expertise, resources and a solid game plan. That’s where working with a specialist marketing agency like Purplex can make all the difference. With more than 20 years in the construction sector, our experts really get what makes our industry unique.

As a full-service agency, Purplex can help you develop and deliver brand strategies that actually work. From creating eye-catching visuals to managing your digital presence and PR, we make sure everything works together perfectly.

Never underestimate what a strong brand can do for your business. It builds trust, keeps customers coming back and helps you grow sustainably. In today’s market, investing in professional brand development isn’t just about looking good – it’s about setting yourself up for long-term success.

Whether you’re thinking about refreshing your existing brand or starting from scratch, working with industry specialists who understand the power of marketing and branding can help you cut through the noise and create something that really connects with your target audience.”

Discover more at www.purplexmarketing.com

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