Principles of Pavement Branding # 4

When we think of a market we think of a demographic: all of the agencies that have jurisdiction over highways; all the City Public Works Departments; all of the Construction Engineers. We like to think that we can develop a generic plan to cover all this market.

In fact, this market is plural. They are as numerous as the individuals who make up your client's organization. From the State Secretary of Transportation, the Maintenance Engineer, the Project Inspector, to the people who process your payments, each has a different need and expectation of your company. Each must be addressed.

Your branding efforts should extend to every facet of your business. Its the TOTAL CLIENT EXPERIENCE that establishes your brand.

• Principle 1   
• Principle 2   
• Principle 3   
• Principle 4   
• Principle 5   
• Principle 6   
• Principle 7   
• Principle 8   
• Principle 8.5


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