WHY IT’S IMPORTANT, AND HOW TO DO IT
Guest Blogger: Joanna Bieda, Director of Marketing and Communications, Modu-Loc Fence Rentals
October 19, 2022
Editor’s note: this blog post was originally published in 2019. It was updated in 2022 with more recent statistics and new information.
Branding Your Construction Site: Why It’s Important, and How to Do It
We’ve seen a surge in branded construction sites, especially in metropolitan areas – and for good reason. Branding your construction site is an inexpensive yet effective form of advertising. Consider that many job sites have a large perimeter and require some form of site containment. Especially in developed areas, your site is likely to border a busy road or sidewalk. Whether you use temporary construction fence, covered walkways or hoarding, your site perimeter can serve as a giant billboard with good visibility.
In this post, we’ll share some ideas for how to brand your site, as well as compelling reasons why you should consider doing so.
Why is Branding Your Construction Site a Good Idea?
In a nutshell, adding branding to your site perimeter can improve brand awareness and help drive sales. With such stiff competition in the construction industry, it’s important to put your stamp on your work. This is especially true for high-profile or noteworthy projects. Branding is important for a few reasons:
- Companies with strong brands generate a higher EBIT margin than others
- Consistency is key: it takes 5-7 brand impressions before someone will remember your brand
- Consistently presenting your brand can lead to an average revenue increase of 10-20%
- Research shows that even just using a signature colour can increase brand recognition by 80%
Beyond that, there are several good reasons why a branded construction site might be even more effective than other forms of advertising:
- Outdoor advertising carries a lower cost per impression than other advertising channels. Think about how many people will see your site as they walk, ride, bike, or drive by. Now compare the price of banners with the cost of other forms of advertising, like print ads or TV and radio commercials. Splashing your brand across your privacy fence screen is a comparatively inexpensive option.
- Branded hoarding or fence screen can be eye-catching without being intrusive. Because hoarding serves as a kind of backdrop, the right design can really capture attention without disrupting someone’s day. Other advertising methods, such as TV commercials or radio ads, can leave a negative impression as they interrupt the audience’s activity. It’s also easy to change the channel or station to avoid being exposed to those ads!
- A branded construction site is free to the consumer who sees it. It doesn’t require your audience to opt in, subscribe or enroll – maximizing your exposure.
- It targets the people who live and work in the area – which is especially great if your development will have units available to the business sector or members of the public.
- Finally, this is one of the few forms of publicity where your message is advertised 24 hours a day, 7 days a week!
Options for Branding Your Construction Site
Have we convinced you that branding your construction site is a good idea? Then it’s time to start exploring the various options for site branding. Here are just a few of the ways you can brand your site containment system:
Custom Construction Fence Screen
Branded fence screening or scrim is a great option if you are using temporary fence and want maximum impact. Sometimes called a fence wrap, it comes in a variety of densities so that you can achieve a more transparent or more opaque look. At Modu-Loc, we offer custom printed fence screen in two basic materials: knit polyethylene and vinyl mesh. Knit polyethylene is great for simple logos, while vinyl mesh banners are better suited for complex graphics.
The nice thing about custom construction fence screen is that it does triple duty. It provides privacy, controls dust and debris, and brands your site all at once. (Of course, this depends on the density of the mesh or shade cloth being used.) As well, if designed and cared for properly, branded screening can be reused time and again.
Just remember: if adding any kind of privacy screen or branded fence wrap, you should secure or stabilize the fence.
Banners and Signs
If wrapping your entire site with custom construction fence screen is a little out of budget, banners are a good compromise. Fence banners can be printed on knit polyethylene, vinyl mesh, or solid vinyl. They provide great bang for your buck, as they can be used in conjunction with inexpensive plain privacy screen. You could rent privacy screen from your temporary fence supplier and add some logo banners to brand your site while keeping costs down. You can also use the banners on their own if you don’t need to screen your entire site.
Signs are also an economical alternative to branded scrim. They are usually the lowest-cost option and suitable for small budgets. Often made of PVC or coroplast, they are great for short-term projects but may be less durable than vinyl banners. There are also usually existing opportunities to brand signs on your site. For instance, do you use safety signs on your job sites? Why not add a logo to reiterate your commitment to safety while increasing brand awareness?
Again, it’s important to note that if you plan to hang anything from temporary fence, you must reinforce the fence. Signs, banners and screen add weight to the fence and increase wind load, creating a serious hazard. Please see our Screening on Fence: A Risky Business blog post to understand the risks. Then, check out Finding the Right Stability Solution for ways to secure your fence.
Hoarding
If using traditional plywood hoarding, you’re working with a large blank canvas that’s perfect for branding. Posters are a classic option, but consider an adhesive vinyl coating for maximum visual impact. Adhesive vinyl decals can be used to advertise the development using artist renderings, or promote your company with your logo. Hoarding will hide an unsightly construction site and help protect valuable equipment. The one drawback is that neither the hoarding nor the vinyl graphics will be reusable, but this is a good option if you’re promoting a specific development.
Environmental Hoarding
A great alternative to traditional hoarding is environmental hoarding. Generally, environmental hoarding is safer, lighter, and more environmentally friendly than plywood hoarding. It is easy to install and – best of all – it’s reusable. It is also usually engineer-approved.
The PVC panels used in environmental hoarding provide the perfect base for advertising. You can peel off and replace the graphics when needed. Some environmental hoarding suppliers even provide design services for the ads themselves.
Take Advantage of Your Blank Canvas
Perimeter fencing is not just a necessary protective barrier between your construction site and the public. It can also serve as a giant billboard to promote your business. Your job site likely runs along some major roads or busy sidewalks, offering great visibility. So take advantage of this large blank canvas to improve brand awareness and drive sales!
Interested in branded scrim or banners? Reach out to us today for a quote.
