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How Strategic Branding Helps Construction Firms Win Better Clients and Talent With Perryn Olson
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Perryn Olson is a Principal at AltCMO, a firm providing fractional CMO services and marketing strategy tailored to construction and construction technology companies. With nearly two decades of experience in the industry, he specializes in aligning marketing with business development, recruiting, and company culture. Perryn holds certifications from SMPS and the Construction Marketing Association and is a recognized thought leader in construction marketing. He authored The Construction Executive’s Guide to Brand Marketing and frequently speaks at industry events.
In this episode…Branding isn’t just about a logo or a slick website — it’s about making people feel something. In construction, that feeling can be the difference between winning a project or losing a job candidate. So how can firms build a brand that attracts both top-tier clients and loyal employees?
According to Perryn Olson, a veteran construction marketing strategist and author, it all starts with strong positioning that reflects a company’s values and culture. He highlights how many construction firms overlook branding’s role in recruiting, even though labor shortages continue to impact the industry. The best brands act like magnets, drawing in the right clients and talent while repelling poor fits. This clarity strengthens business development, builds alignment across teams, and avoids costly mismatches. Perryn also emphasizes the importance of aligning internal values with external messaging to build long-term trust and retention.
In this episode of the Response Drivers podcast, host Rick Rappe sits down with Perryn Olson, Principal at AltCMO, to discuss how construction firms can leverage branding to attract better clients and talent. They talk about overcoming the low-bid mindset, using ideal client profiles for growth, and how to stand out with B2B direct mail. Perryn also shares his insights on aligning marketing with internal operations to drive smarter strategy.
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