1. Mr Jan has just registered his business and secured his first contract. He would like to make a good impression on his first client – what should he bear in mind?
The absolute foundation will always be a job well done – that’s where it all starts. Even the best advertising or PR will be of no use if the company does not carry out its work reliably. But there are also a few ways to score extra points with the client. It’s worth showing that you have the client’s best interests at heart, not just profit. Surprise them with honesty, good advice or a small favour – people remember such things. It is precisely this detail that can make the difference in whether the client feels well looked after and recommends you to others.
2. Mr Andrzej has been in the industry for a long time. He doesn’t complain about clients, but he’d like to stand out more from the competition. There are quite a few paving companies in his town, and one is even on the same street. How can he set himself apart from rival firms?
This is a perfectly valid question – someone may do their job brilliantly, but if people confuse them with the competition, all the effort put into building their image will be wasted. Several hundred years ago, cowboys in the US branded their cattle – precisely to identify them with the owner and distinguish themselves from others.
The basic elements of brand building are the name and the logo. You can, of course, use your surname in the company name. If it’s distinctive and memorable – all the better. Kowalski is admittedly a common surname, but it can be associated with a blacksmith, a hammer or strength, and from there it’s not far to paving . You can, of course, also come up with a company name from scratch, referring to the industry. If you’re not cut out for this, ask your family or friends for help. Perhaps someone will come up with a great idea for you. If you have the budget, you could also hire a freelance copywriter or an advertising agency.
The next step is the logo. Here, too, it’s worth starting by asking family and friends. Perhaps there’s a graphic designer among them, or someone interested in computer graphics who can design one? Of course, you’ll get the best results by commissioning a professional – you can find them on freelance platforms or entrust the task to an advertising agency. It all depends on your financial means.
3. Mr Mateusz would like to expand his customer base and build his company’s brand recognition. How can he do this?
Some tried-and-tested methods are currently unavailable. Industry events or trade fairs are always an opportunity to make new contacts, but due to the pandemic, all ‘live’ events have moved online. That is why it is all the more worthwhile to make use of the opportunities offered by the internet. A website (even a simple one) or a company profile on social media (on Facebook or YouTube) is a good way to promote your business. There, you can showcase your projects, describe your experience and skills, and reach customers directly.
4. Mr Marek has been running a paving company for some time now. However, he would like to increase his credibility in the eyes of customers and build his image as an expert. How can he do this?
Experience is a key factor in the construction industry. With every new job, we gain more of it – we face problems, learn to solve them, and are ready for new situations. That is why it is worth showcasing it and building an image as an expert, thereby enhancing credibility in the eyes of the customer.
The same applies to education. And this does not necessarily mean a degree in economics! Have you completed specialist courses and training? Do not be afraid to show it! Another way to present yourself as an expert is through your portfolio. Do you specialise in difficult or unusual projects? Show your work to clients! It doesn’t matter whether you do this online (website, Facebook) or at your premises (photos of completed projects or course certificates displayed on the office wall).
Another aspect that shouldn’t be overlooked is health and safety. Your approach to this topic also helps build a professional image. When working on a project, it’s worth setting an example and respecting safety rules – we guarantee this will make a positive impression on clients. And if you’ve completed health and safety courses, it’s worth showcasing this – whether on social media or on your website.
5. Mr Bartosz has set aside some money that he’d like to spend on professional materials for his business. However, he doesn’t know where to start or who to approach.
First, you need to define your requirements and budget. In another example, we mentioned the basics of any brand: the name and logo. The next steps are business cards, which you hand out to customers. We’re talking, of course, about ‘normal’ times – during the Covid-19 pandemic, it’s better not to exchange them. In that case, the website takes over the role of the business card. It doesn’t have to be complicated: a description of the company, its experience, your qualifications and those of your staff, and photos of your work will suffice. The latter can even be taken on a mobile phone. If you’ve got a knack for it – great! If not, ask someone who does. In the age of Facebook and Instagram, it’s not hard to find someone with at least basic knowledge and skills in this area. And if you have the budget for a professional photographer, so much the better. It’s worth leaving the design and build of the website itself to the professionals. However, this doesn’t always have to cost a fortune. You can get quotes from a few different sources and choose the best option.
Why is it worth looking after your professional image?
Add to favorites
A good reputation is the foundation of a successful business. In every sector, there are companies regarded as reliable, as well as those with a poor reputation or which are simply completely unknown. The paving industry is no different in this respect. But paving work isn’t commissioned every day, and clients are often acquired through word of mouth. That’s why it’s important, at this crucial moment, to be among the 2–3 companies the client is considering. In other words – to have a good reputation and give clients the feeling that they are entrusting the job to professionals. And how do you do that? In this article, we’ll use examples to show you why it’s worth looking after your image and how to do it. Any resemblance to real people or situations is purely coincidental.
