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Construction Genius

Jan 5, 2021

Almost everyone has already heard about “branding,” but hardly anyone ever knows what it truly means. How is it different from logo-making or putting up a business website? And why should it matter to a construction company?

When we think of branding, the first thing that comes to mind is a company logo. However, the truth couldn’t be further from the misconceptions that surround it. A brand is something more than just a visual representation of your company. And that’s what we’re here to discuss with Skot Waldron, a world-renowned Brand and Communication Strategist. In today’s episode of Construction Genius, we put a lens on the true meaning of branding. We also talk about the two types of branding, its four key aspects, and why building your brand should start from within.

Learn how you can develop a better brand for your company by tuning in to this episode now!

What’s Discussed in This Episode:

02:24 What is branding? 
03:42 How to develop a strong internal brand 
05:04 A strong external brand roots from a strong internal brand 
06:28 Driving loyalty in an organization through purpose 
08:34 Why companies need to embody their values 
10:20 Leveraging purpose and values in building an internal brand 
11:23 The difference between purpose, values, mission, and vision 
12:48 Mission and vision defined 
14:09 The essence of vision in establishing the external brand 
15:33 Steps in creating your company’s vision 
17:20 Five metrics that will measure your company’s vision alignment 
20:16 How to fix your internal brand 
22:36 The reason why some outside consultants are unable to bring positive results 
24:25 Getting started with developing your internal brand 
25:45 The best way to identify your company’s priorities 
26:45 Is external branding more important than internal branding? 
28:35 The essence of branding in construction companies 
30:36 Skot’s restaurant recommendation

About the Guest:

For the past 19 years, Skot Waldron’s work for clients such as J.P. Morgan Chase, CDC, Georgia Tech, Royal Caribbean, Sesame Workshop, The Home Depot, and The Coca-Cola Company has included national and international communication programs.

His focus is on helping people and businesses learn how to communicate more effectively. Skot believes you have to be healthy on the inside (culture) in order to truly be healthy on the outside (sales and marketing).

In addition to running his own agency, Skot has been teaching brand development at the Miami Ad School in Atlanta. He has also traveled to different cities in the U.S. to conduct communication training and speaks about how the idea of branding pertains to us as individuals, teams, families, and businesses.


Skot’s Restaurant Recommendation:

Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher.

Thank you for tuning in!