Today’s Audiences Crave Real, Human Brands They Can Trust and Relate to

Like all sectors, communication in the construction industry has evolved over recent years, especially as digital marketing has transformed how businesses connect with their customers.

Today’s audiences don’t just want a service. They want a brand they can trust and relate to. A business that feels real and human, not just another faceless company.

Why Real, Human Brands Matter

Today’s consumers, whether homeowners, project managers, or business clients, are looking for brands that are authentic, approachable, and transparent. They want to see the people behind the business, understand your story, and feel confident that you share their values. This is especially true in the construction sector, where trust and reliability are essential for winning projects and earning repeat business.

What makes a brand feel real and human?

Authenticity: Be honest about your strengths, challenges, and values. Share your journey, including the obstacles you’ve overcome and the lessons you’ve learned.

Relatability: Use a conversational tone in your communications. Show your personality and let your team’s expertise and passion shine through.

Trustworthiness: Deliver on your promises, be transparent about your processes, and provide excellent customer service.

Engagement: Interact with your audience, respond to comments and messages, and encourage feedback. This two-way communication builds stronger relationships and community.

Practical Examples for Construction Businesses

Example 1: Sharing Your Story and Values

A local builder could use their website and social media to share the story of how the business started, highlight team members, and showcase community involvement. For instance, posting about a recent charity project or volunteering effort not only demonstrates your values but also makes your brand more relatable and trustworthy.

 Example 2: Showcasing Real Projects and Testimonials

A roofing contractor might regularly post before-and-after photos of completed jobs on Instagram or Facebook, along with video testimonials from satisfied customers. This social proof builds trust and helps potential clients see the quality of your work and the real people who benefit from your services.

Summary

Creating a real, human brand isn’t just about marketing. It’s about building genuine connections with your audience.

By being authentic, relatable, and trustworthy, you can stand out in a crowded market, attract loyal customers, and grow your business for the long term.

Take Action

• Define your brand identity and values. What makes your business unique? What do you stand for?

• Use a conversational, approachable tone in all your communications, including your website, social media, and emails.

• Share real stories, projects, and testimonials to build trust and relatability.

• Engage with your audience by responding to comments, asking for feedback, and participating in community discussions.

Up Next: What are the best social media platforms for my business?

Wondering where to focus your social media efforts? In our next blog post, we’ll break down the top social media platforms for trade and construction businesses, helping you choose the right channels to connect with your audience and showcase your work.

Found This Useful?

I hope you've found this guide to building a real, human brand helpful. If you would like to discuss how to make your business more relatable and trustworthy online, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.