Sam Fisk, Tangerine
In construction and the built environment, trust is the essential currency that underpins every decision. From specifying products, to appointing partners, to securing planning permission – and everything in between – construction firms must build trust with industry, policymakers and even the wider public if they are to truly succeed.
Yet too often in our industry we forget the age-old truth in marketing and communications – the messenger is as important as the message. Trust in our sector is not built by flashy brand videos or corporate updates. It is built by human-led stories.
We must prioritise our people as our storytellers to build emotional connections with the audience. From the CEO to the apprentice, our storytellers must come from all parts of the business to be truly authentic and win trust.
This is how your brand can stand out and build connections in an era of diminishing trust and the rise of AI-driven content.
AI-generated brand content is eroding trust
Recent research found 32% of people say they trust brands less when they believe content is AI‑generated. This is a make-or-break moment for marketing and communications teams.
Journalists are increasingly wary of press releases that are suspected of using AI, whilst social media users are scrolling past AI slop on social.
Capturing attention – let alone building trust – has never been more difficult. But it’s known that social media users will stop scrolling and watch when they’re served videos fronted by people. In fact, videos on social media posted by a human are watched twice as long as any post from a brand page.
Brand videos that use employees and senior leaders speaking directly to the camera are far more likely to be watched and shared. Even more powerful still, authentic content posted directly from an employee’s social media page gains the most traction online.
While AI is increasingly accepted behind the scenes, audiences are clear that when it becomes the voice of the brand, authenticity suffers. In response, people are actively craving content that feels human and emotionally real – not just accurate or efficient.
Bringing your brand to life through human storytelling
Now is the time to invest in people-led stories to elevate your brand above competitors.
This needs to start with authentic voices that are delivering your firm’s products and services and should never be limited to your CEO. Junior voices can be the most compelling storytellers to win credibility for your brand.
We know an apprentice talking passionately about their first job can build strong emotional connections with policymakers in Westminster, right through to potential new customers. They are seen as the unlikely ambassador, not driven by financial performance of the firm, but by their own desire to succeed in the industry.
Product launches should be sold to the market by those who designed the product. They will have the most passion for their creation.
And lastly, your CEO and executive team must bring their own personal stories to life. Whether this is a LinkedIn post on how they started out in the industry, or what they want for future generations joining the sector. They should be able to speak authentically about topics beyond just company performance. This will allow them to truly capture attention and build strong connections both online and in the media.
No time to waste in putting your people front and centre
Our sector faces uncertain times with the rise of AI and difficult economic headwinds. More than ever, we need the support of policymakers and the trust of our customers.
Construction firms have a secret weapon to deliver vital business outcomes and win over these audiences.
Now is the time to tell our story boldly and capture the attention of future customers, partners and investors.
Our people, not our brand, will do this for us. It is time to put them at the heart of our strategy for the year ahead.