Season 2, Episode 2: Why Brand Matters More Than Ever in Construction

For decades, construction companies grew their businesses the same way: strong relationships, repeat clients and a reputation built project by project. Those fundamentals still matter, but the industry around them is changing. In this episode, AJ Waters sits down with Jonathan Cor, Founder of Customer Growth, to explore how brand is becoming a critical differentiator in construction. As workforce expectations shift and information travels faster than ever, companies are realizing that reputation is no longer built only on the jobsite. It is shaped by how organizations communicate, how leaders show up in the industry and how firms tell the story of the work they do. AJ and Jonathan discuss how the concept of “brand” fits within an industry traditionally driven by relationships and referrals. They explore what leading construction companies are doing differently to build credibility, attract talent and stand out in competitive markets. Whether you lead a construction firm, manage major capital programs or work at the intersection of construction and technology, this conversation offers a fresh perspective on how reputation and brand are shaping the future of the industry.