4 Actions You Can Take To Capitalize On Trump's Words On Infrastructure
Rarely will I get into politics here at B2Brand Water. There are a number of reasons for this but none greater than a desire to focus solely on how to improve your business and your brand. In this case, I decided to make an exception because we MAY be at the precipice of the long awaited BOOM in the water and wastewater markets.
So what kind of boom are we talking about? Well some experts are calling for the coveted double-digit growth threshold. Here’s Pete Santoro, Former Global Head of Stock Trading at Morgan Stanley:
"It's possible to get double-digit returns annually on infrastructure on almost any forecast. The stars are aligned for those kinds of returns."
"If a company can get a large tax credit, then they can make more money, give people more jobs, and then those people will pay taxes and that will trickle back into the U.S. and fund that tax credit," Santoro said. "In theory, there's a belief that $1 of investment in infrastructure would generate $3 or $5 for the economy. There will be a multiplier effect.”
Most of these prognostications will depend greatly on how Trump’s pledge of $1 trillion dollars will be allocated and tie directly to the business of water and wastewater equipment manufacturers.
Some additional data points I learned during Water Week in Washington D.C. last week are equally encouraging:
- Every job in the water and wastewater industry adds 3.68 jobs to the national economy.
- Every $1 invested in water and wastewater infrastructure increases long-term GDP by $6.35
- Investments in clean water support over $86B in consumer spending on water-based recreation
So, how can your company benefit from all of these moving parts?
Be patient but, but don’t be sedentary. You know already that we all make our fortune in progress at a glacial pace sometimes. This will take time. The release of these funds and the allocation assignments will not be immediate but don’t waste the “now.” Use this time, right now, to start planning and building your Brand Publishing and Content Marketing plan. It all starts with an initial leap of faith and first step.
Detail the key differentiators your company holds over competitors in the market and then, be humble. What I mean by that is make sure your content speaks to the specific problem or societal issue and not necessarily centered on how your company addresses it to start winning the battle of awareness.
Every solid foundation is built on identity. Identity is not the same thing as brand. More and more, engineering firms are looking to work with manufacturers with a clear and distinct identity and manufacturers will attract the audience that shares its core values. Manufacturers that lack a clear and responsible set of core values come off as inauthentic and inhuman.
Consistency in identity is essential to build trust with customers. Audiences should easily recognize who you are. They should be able to form realistic expectations about what you offer. If you craft consistent messages with your core values in mind, you show audiences that you know who you are. You show that they can trust you to stay in line with your identity. Developing a published communication plan that details your core values will help everyone on your team.
If the money is coming, the time is now to start working your way to the front of the line.