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The 8.5 Principles of Pavement Branding


The objective of branding is NOT to have Highway Engineers
pick you over their alternatives.

The objective of branding is to have Highway Engineers
see you as the ONLY VIABLE SOLUTION to a pavement need.

  1. Branding is not about you.
    Branding is ALL about your client.


  2. Clients spend most of their time talking to other people about other products.


  3. Clients can go all week without thinking about you . . . unless you help.


  4. Market is Plural.


  5. If you cannot state your brand clearly, neither can your client.


  6. If you cannot state your brand clearly, someone else will.


  7. Branding is a Leadership Responsibility.


  8. Branding is your Business Plan.


and . . .

Do (the pavement) no harm.