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Contractor Tip of the Month: Building a Brand People Choose Without Thinking Twice

Words: Damian Lang


The Story of Coffee, Construction, and Kleenex

I still remember the morning at Con Expo, the largest trade show in the construction industry, when I was running on empty and in desperate need of coffee. My day was filled with back-to-back meetings, leaving me bleary-eyed and sluggish.

As I wandered the bustling floor, I spotted two options for a cup of joe. One had the unmistakable green glow of the Starbucks logo, with a line at least 50 people deep. Right next to it stood a smaller no-name coffee stand, likely offering a perfectly decent cup of coffee. But there was not a single person in line.

I am not particularly loyal to Starbucks. When I really need a cup, the coffee from a roadside diner taste just as good to me. Yet, I still chose to wait in the long line. So, I started to wonder why people prefer Starbucks over simpler, and usually less expensive alternatives.

The preference is not solely based on the coffee itself. A big brand like Starbucks represents consistency, familiarity, and standardized experience. Whether you’re in Las Vegas, London, or Lima, Starbucks provides a predictable product and service. That’s the power of a brand people trust without thinking about it.

As I stood there waiting for my latte, another thought crossed my mind. This kind of loyalty doesn’t just happen in the coffee industry. It happens in construction, too.

When Your Name Becomes the Default
This idea of branding reminded me of something else: Kleenex. Think about it. When was the last time someone sneezed and asked for a “facial tissue?” Probably never. They likely asked for a Kleenex, regardless of whether the box in front of them was a generic store brand or the real thing.

That’s what happens when your name becomes the default. When people trust a name so much, they don’t even consider alternatives.

The next time you are shopping in the tissue aisle, chances are you will grab a box of Kleenex. Not because you’ve meticulously compared softness or durability, but because
Kleenex is the familiar and trusted name. That’s what happens when your brand becomes the default. When people trust the name so much, they skip past the alternatives.

When Branding Goes Skin Deep
The lesson hit home again during a conversation with Dan, the plant manager at EZG Manufacturing. We were talking about Kenny, one of the company’s top salespeople. Kenny’s performance was extraordinary, and I told Dan that we needed to ensure he stayed with us. Dan didn’t even flinch.

“Kenny’s not going anywhere,” he said confidently. Then he took me over to Kenny’s office.

“Roll up your sleeve,” he told Kenny. And there it was, a bold tattoo of EZG’s Hog logo inked proudly on Kenny’s bicep. Talk about brand loyalty!

I couldn’t believe it. The tattoo wasn’t just a mark of Kenny’s pride. It was a symbol of his passion and his identity. He wasn’t just selling EZG products. He was EZG. That’s the kind of connection you can’t buy through an expensive advertising campaign. That connection is built through years of trust and a shared purpose.

What Sets You Apart
Whether you’re selling coffee, facial tissues, or construction services, the principle is the same: branding is about more than just a logo or a tagline. It’s about how people feel when they hear your company’s name. Trust, loyalty and recognition are what make you stand out in a world where plenty of companies do good work.

Take Wieser Brothers, a contractor I know well. Those guys have mastered branding in a way that’s impossible to ignore. The company name is on everything, including chip clips in my kitchen, beach chairs on the shore, and coolies at tailgate parties.

Once, we were having lunch in a small town several hours from Wieser’s office. Out the window, I spotted an active job site. Sure enough, there was a Wieser Brothers sign front and center.

They didn’t need to say a word. The brand spoke volumes: quality, reliability, and trust.

Your Brand is Your Advantage
In our industry, tools, crews, and timelines all matter. But your brand is your most powerful advantage. It’s the first thing people think of when they need your services, and the last thing they remember after the job is done.

So, how do you build a brand like that? Here are three key principles:

  • Build Trust That Lasts: A strong brand is built on reliability. Starbucks wins because it’s consistent. Kleenex wins because it comforts. Contractors win when they deliver on their promises—every time.

  • Inspire Loyalty, Not Just Satisfaction: Starbucks isn’t just selling coffee; they’re selling a lifestyle and an experience. In construction, even small touches like branded mugs or coolers keep your name in front of your clients long after the project ends.

  • Stay Top of Mind: Life gets busy, and people forget. But a strong brand ensures they remember. Every time someone picks up a pen with your logo, your name stays in people’s minds.
Becoming Unforgettable
Creating a brand people choose without thinking twice doesn’t happen overnight. It takes time, effort, and unwavering consistency. But when you get it right, it becomes your most valuable asset. Here’s how to start:

  • Deliver on your promises. Trust builds brands.
  • Develop a professional, memorable logo and tagline.
  • Be consistent with your brand identity—colors, fonts, and tone.
  • Invest in practical giveaways. Let your brand live where your clients live.
  • Use social media to show your work and share your story.
  • Let your passion shine. Authenticity creates connection
Leaving a Mark That Lasts
Whether it’s on a coffee cup, a box of tissues, or a job site banner, your brand should leave an impression. It should mean something more than just the work you do. It should represent trust, quality, and pride.

So, the next time someone instinctively asks for a Kleenex or lines up at Starbucks, think about what makes those brands so powerful. Then ask yourself: What does my brand say to the world? Because when your name stands for something real, it gets remembered. And remembered brands leave a legacy.

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Damian Lang is the CEO of Lang Masonry Contractors, Wolf Creek Construction, Buckeye Construction and Restoration, 3 Promise Labor Services, FlexCrew, Malta Dynamics Fall Protection and Safety Company, and EZG Manufacturing. To see the products and equipment his companies have developed to enhance job site safety and efficiency, visit his websites at ezgmfg.com or maltadynamics.com. To get his free e-newsletters or talk with Damian about his management systems or products, email dlang@watertownenterprises.com, or call 740-749-3512.



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