Brand Strategy for
Construction & Building Material Sector
The construction and building materials industry in India is one of the rapidly growing sectors in the present day. Factors like urbanization, infrastructure development, and government initiatives are playing major roles in building a promising future with a potential for future expansion. However, with this growth spurt, comes high competition amongst the establishments who are eyeing to capture the market and make an unforgettable presence in the sector.
Branding is essential and with the digital advancement in the last decade, building a digital presence is as essential as implementing conventional marketing strategies. Remember, to the audience’s eyes TMT Rebars will just be TMT Rebars that your competitors are also selling. What creates a vast difference between you and your competitors is how you convey your product to the audience. Whether you want to engage with buyers, homeowners, or channel partners, if you want to connect with them on an emotional level, you must share an engaging story. When your TMT Rebars or glasses become a part of someone’s dream or success, that’s when your brand becomes irreplaceable.
That’s how building materials and construction industry leaders like Tata Steel, Aludecor ACP, Viva ACP, Shyam Metallics (SEL Tiger TMT), PSPL Steel Processors, Lingaraj Granites, Austin Plywood and Utkarsh Pipes have made their way to the top. At PromotEdge, our industry experts put their time and effort into curating custom brand strategies to create an unforgettable presence.
Let’s explore our services:
Creating an identity that speaks before you do
Strategy is the key piece to unlock success in the construction and building material sector. With the right brand positioning exercise and strategy, your brand will become more visible. The first step to creating a successful brand strategy is to identify your target customers, understand their tastes, preferences, and more. If you build a brand that meets your potential client’s requirements and expectations, there is a high probability of them turning to your loyal customers.
Creative brand strategy and positioning also give a competitive edge in the construction and building materials industry. Even if multiple brands are offering the same construction materials, such as steel structures, TMT rebars, ready-mix concrete, paints, plywood, and aluminium composite panels, your customers will likely purchase your products.
For brands who are aiming to scale across multiple product lines within the domain, the right brand architecture can serve as a stepping stone to building the empire efficiently. It helps to avoid the need to invest heavily each time it expands. Let’s explain it with an example: Tata Steel—an Indian Multinational Corporation.
The brand architecture of Tata Steel follows a hybrid model that follows both the “Branded House” and “House of Brands” approach. For the first strategy, sub-brands like Tata Tiscon (TMT Rebars), Tata Pravesh (Steel doors, and windows), Tata Bearing (Industrial Bearings), and Tata Steelium (CR Steel sheets) use the Tata Steel name to promote their products to customers and industry experts. For the latter approach, subsidies and acquisitions like Tata Metaliks and Tata Mining have retained their identities to maintain strong recognition.
PromotEdge assists construction and building materials companies design brand architecture for long-term success. Our strategic team performs detailed market research and analysis to create an approach that would offer maximum exposure to your potential clients and their target customers.
Marketing is not just having a logo for your business. It’s a process of creating, communicating, and delivering products to create trust, relationships, and visibility with your customers and consumers. You have to dive into the depth of your customer’s mind to create a resonating marketing strategy.
For instance, when builders construct buildings, they promise a sense of strength, safety and warmth to their customers. A smart marketing strategy is not just about influencing professional contractors, builders, architects, real estate developers, and distributors, it’s also connecting with home buyers and consumers.
Devising an engagement strategy is critical for B2B and B2C relationships. Most companies in the construction and building material sector are unaware of the importance of engaging with the customer. They ignore creating a unique brand identity and end up falling into the commodity trap. Remember, as a brand you’re not just delivering construction material to institutional buyers or a homebuyer, you are building trust and hope, and giving value to their investment. To become a BRAND, like Austin Plywood, Pratapbond, Lingaraj Granites, Shyam Metalics, Super Shakti, Tata Metaliks, etc., delivering high-quality building materials is not enough. You need to engage and connect with your audience on an emotional level.
In today’s market, every company is producing good-quality products; otherwise, they would not have survived. The difference between brands lies in the stories they tell their customers—stories that resonate with their needs, aspirations, and emotions. Media evaluation helps you find the ideal platform to share your success stories and provide knowledge to your target audience. With our experience in working with construction materials industry leaders like Tata Steel, Aludecor ACP, Viva ACP, Shyam Metalics (SEL Tiger TMT), PSPL Steel Processors, Lingaraj Granites, Austin Plywood and Utkarsh Pipes, PromotEdge helps you assess how different media influence your audience perception, behaviour and awareness. Build your brand story today with PromotEdge!
In a noisy market, storytelling is your biggest differentiator. Storytelling combined with digital marketing tools can raise your brand above the competition. Use the right content marketing strategy to show authenticity and connect emotionally. At PromotEdge, we help you develop engaging and informative content to quench your customer curiosity while creating a positive impression on your audience.
Brand recognition plays a pivotal role in the construction and building material sector. Through engaging storytelling and relationship-building, brands can align their message with their customers, employees, and investors. In-depth research and analysis is a non-negotiable part of recognising recent market trends, competition analysis, and consumer behaviour. PromotEdge’s marketing team follows a step-by-step approach from researching to creating a tailored brand strategy.
Where Every Logo Tells A Success Story
Our 200+ Collaborations.
Empowering Diverse Industries With Integrated Marketing Solutions
IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.
Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.
Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.
Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.
Construction & Building Materials: Creative Designing
There is no denying that TMT rebar, cement, steel, plywood, or pipes are just materials required for the construction. So, why do some businesses in the construction and building material industry are more popular and have higher sales than the rest? Quality does make a difference, but even while offering similar or better quality, some establishments can’t meet their financial target. The answer lies in Branding. The story you narrate and the way you narrate can influence the sentimental value of your products to both buyers and consumers.
Construction & Building Materials: Digital Mrketing
Digital marketing isn’t just a trend—it’s your ticket to staying competitive in a rapidly evolving construction and building materials market. In today’s digitally advanced world, digital marketing acts like a virtual billboard which is accessible to every internet user across the globe. Creating an online presence makes you visible not just to buyers, engineers, contractors, and architects but also to a large number of audiences and consumers who are planning to invest in the construction industry.
Construction & Building Materials: Web Solutions
In a world where digitalization has become an essential part of modern marketing, many businesses in the construction and building materials industry are struggling to create a name for themselves. The construction sector is growing rapidly thanks to urbanization and government initiatives. However, to create a strong presence and become an even match to the leading brands in the construction and building materials sector, these companies must understand the importance of having digital assets, like websites, landing pages, and mobile apps.
Construction & Building Materials: Audio Visual
In a crowded construction and building materials market, the brands that ultimately capture the markets are the ones that capture the minds. They are the ones that communicate meaning through every touchpoint—and video is the perfect medium to do that. When an investor/ consumer spends their lifetime savings on a construction project, they want safety and assurance. Whether you’re marketing cement, granite & tiles, wood & timber, gypsum boards, or other construction materials, developing an engaging narrative around the product makes buyers and consumers more invested in the brand and the product itself. With high-quality audio visuals, it’s easier to express your story which increases the likelihood of purchasing and building loyalty.
Client Happiness Speaks Volumes
Show MoreI really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day. The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us. This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge. And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work. So happy and compliments to the team -- Sayantan and PromotEdge team. Thank you.
Abhijit Bhattacharya
Former Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
Show MoreAs a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems. Lastly, I’d recommend anyone who is planning to start or grow their brand, PromotEdge is the best digital marketing agency you can rely upon.
Anish Basu Mallik
Marketing Executive at Unimark Group
Show MorePromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.
Bimal Shah
Executive Director at Fine Organic Industries Limited
Show MoreAn aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.
Bobby Srinivas
Chief Manager Marketing & Brand Marketing at Utkarsh India
Show MoreThe PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.
Giba
Brazilian Former Volleyball Player
Show MoreIn the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.
Hardeep Singh
Marketing Consultant
Show MorePromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !
Harsh Gupta
Managing Director at Rishta Foods
Show MoreHi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme. They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard. And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.
Hitesh Malhotra
Sports Development at Fédération Internationale de Volleyball - FIVB
Show MoreI would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.
Joy Bhattacharjya
CEO at Prime Volleyball League
Show MoreI've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.
Mahendra Sureka
Founder & CEO at India MACJ - A Buyers Choice Home Inspections
Smart Branding Strategy for the Construction and Building Material Industry
To create a successful brand strategy for the construction and building material industry, one needs deep industrial knowledge. Here’s how we function:
Identifying the Objective
Creating a brand strategy without a clear purpose or goal won’t yield a favourable outcome. PromotEdge’s strategic team consults with our customers to understand their preference and objectives to devise a creative strategy.
Research
The presence of a brand depends on brand awareness, customer experience, brand identity, etc. We at PromotEdge do thorough primary and secondary research to identify the pain points of our target audience to meet their requirements.
Understanding the Audience
The target audience in the construction and building material sector is vast. To make your product, be it plywood or TMT rebars become more than a commodity, you need to understand your audience. Whether you’re targeting industry professionals (architects, real estate and builders, etc.) or rural homeowners, based on your target audience, your narrative will change.
Strategic Approach
After we’ve gathered all the important information on your products, requirements and audience preferences, our strategic team creates micro and macro-level brand strategies, share them with our customers, get approval and implement them.
Smart Branding Strategy for the Construction and Building Material Industry
To create a successful brand strategy for the construction and building material industry, one needs deep industrial knowledge. Here’s how we function:
-
Identifying the Objective
0 1Identifying the Objective
Creating a brand strategy without a clear purpose or goal won’t yield a favourable outcome. PromotEdge’s strategic team consults with our customers to understand their preference and objectives to devise a creative strategy.
-
Research
0 2Research
The presence of a brand depends on brand awareness, customer experience, brand identity, etc. We at PromotEdge do thorough primary and secondary research to identify the pain points of our target audience to meet their requirements.
-
Understanding the Audience
0 3
Understanding the Audience
The target audience in the construction and building material sector is vast. To make your product, be it plywood or TMT rebars become more than a commodity, you need to understand your audience. Whether you’re targeting industry professionals (architects, real estate and builders, etc.) or rural homeowners, based on your target audience, your narrative will change.
-
Strategic Approach
0 4Strategic Approach
After we’ve gathered all the important information on your products, requirements and audience preferences, our strategic team creates micro and macro-level brand strategies, share them with our customers, get approval and implement them.
Importance of Brand Strategy in the Construction and Building Material Industry
One
Avoiding Commodity Trap
Commodity trap refers to a situation where a product becomes just a commodity with no unique value proposition. With the increasing rivalry in the construction and building materials industry, businesses must go the extra mile to extra mile to differentiate themselves from each other.
Two
Gaining Customer Loyalty
Customers can be frugal, but once you earn their trust, they will be loyal to you. Showcase your construction materials like cement, steel or plywood as a symbol of sustainability, trust, and progress. Share a unique narrative of how it brings them closer to their dreams.
Three
Builds Brand Reputation
In today’s age, every company in the construction and building industry is delivering high-quality products. To create your unique presence and strong reputation brands must focus on creating a brand strategy including celebrity sponsorships, sports alliances, digital platforms, etc.
Four
Brand Expansion
Launching a new product in the Construction and building materials can be challenging. But with a full–proof planning and strategies like brand architecture, businesses take advantage of their existing recognition to market the new product.
Case Study
Alumaze
Alumaze launched in 2023, is one of the first ACP manufacturer brands from South India, which is strategically located in Vishakhapatnam and catering to Telengana, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala and Orissa.
B.P. Poddar Hospital
The primary objective of the campaign was to create awareness about BP Podder Hospital’s expertise in knee replacement surgeries and to position the hospital as a reliable and compassionate healthcare provider for individuals suffering from knee-related issues.
DTC Southern Heights
The primary goal was to create a visually appealing and engaging video that showcased the Clubhouse Lunch experience at DTC Southern Heights.
iLead
iLead Institute, a leading education provider, approached PromotEdge with challenges stemming from their existing website. The website was burdened with numerous courses, extensive content, heavy imagery, and other complexities impacting speed and usability. Seeking a comprehensive solution, they engaged our web development team to revamp their online platform.
KNI Airport, Durgapur
Kazi Nazrul Islam Airport, or Durgapur Airport is fully functional airport. It has direct connectivity with all the major metros – New Delhi, Mumbai, Chennai, Bengaluru, Hyderabad.
Kolkata ThunderBolts
The pioneering Volleyball sporting club of Eastern India, who aims to bring the sport into the mainstream and build a cult following helmed by the visionary in Mr. Pawan Kr. Patodia and Mr. Vineet Bhandari.
Nitya
The new entrant in retail genre, Nitya comes from the background of B2B in Gold and Diamond Jewellery. Strategically located in Burrabazar, Kolkata Nitya has excellent modern pieces of handcrafted fine jewellery specially catering to modern brides. We have launched the brand in November 2022 and continue to do their social media amplification to create awareness.
SANY
SANY Heavy Industry India Pvt Ltd (SANY India) is a wholly owned subsidiary of SANY Heavy Industry Co Ltd (SANY Heavy Industry), China. SANY India was incorporated in 2002 and offers the widest range of Construction Machinery in India & South Asia.
Skipper Ltd.
Skipper Ltd aimed to create a comprehensive audio-visual representation of its manufacturing processes and infrastructure. The goal was to highlight the company’s commitment to quality, innovation, and sustainability, reinforcing its position as a trusted global player in the engineering and polymer sectors.
Utkarsh
Utkarsh India Limited is a leading manufacturer and supplier of high-end engineering products and services in the infrastructure, agriculture and domestic water piping industry.
Weichai India
Weichai is the world’s largest engine manufacturing company originated in China. Today, It is a 44 BUSD conglomerate with multi field and multi industry approach.
Got Questions?
-
How many online content marketing strategies can construction materials companies use?
Ans.For businesses in the construction and building material sector, blogs, case studies, product videos, corporate films, and manufacturing facility/ plant/ factory walkthrough videos offer useful information, industry trends, and innovative solutions. Companies can also use testimonials, project showcases, client base, and posts to highlight company values and customer satisfaction. -
Is storytelling a part of brand strategy for construction and building material brands?
Ans.Yes. Storytelling makes a brand trustworthy and genuine. By showcasing your journey, mission and value, you can build an emotional connection with customers and partners. -
How important brand positioning is to launch a new product in the construction and building material sector?
Ans.Brand positioning sets the tone and basis for its identity. It defines the brand’s cause, values, and specific value proposition, guiding its future direction. To launch a new creation in the construction and building materials industry, brand positioning serves as a foundation to build lasting connections with clients.
