Why Your Construction Brand Feels Hollow And How to Fix It with Christene Marie

Construction Champions Podcast
Jul 21
3 min read

Most construction owners skip branding because they think it’s not worth it. But Christene Marie says it’s not a marketing issue, it’s a self-worth issue.

In this episode of the Construction Champions Podcast, Christene Marie, fourth-generation tradeswoman and founder of multiple marketing companies, delivers a powerful message every contractor needs to hear: your brand starts in the mirror.

Whether you’re building homes, fixing foundations, or growing a service business, your brand is more than a logo or a website, it’s a reflection of how much you believe your business matters.

A Legacy That Lasts

Christene’s story runs deep. She comes from a 100-year-old family painting business and now helps contractors across the country build brands that actually mean something.

Too often, she says, tradespeople pour their life into a company but never invest in how it’s perceived. Why?

Because they don’t think they’re worth it.

“There’s a safety net in playing small,” Christene says. “If I don’t tell the world how great we are, I don’t have as far to fall.”

But that mindset is the real threat to your business and your legacy.

What Is a Brand, Really?

Christene defines a brand as the expectation of an emotional experience. That means your customer has a feeling in mind before they ever call you and your job is to meet and exceed it.

So what does that mean for you?

If you’re a waterproofing company, your real offer isn’t just a dry basement, it’s peace of mind.
If you’re a remodeler, you’re not just updating kitchens, you’re creating security and pride in someone’s biggest investment.

Your brand needs to speak to that emotional core. And that requires knowing who you are first.

Why So Many Brands Fall Flat

According to Christene, there are three reasons contractors avoid branding:

They don’t value branding. They think results come from work alone, not perception or marketing.
They don’t value themselves. If you don’t believe your business matters, why would anyone else?
They fear higher expectations. Branding requires commitment. It means declaring, “We’re the best,” and standing behind it. That scares people more than they admit.

The Inner Work Comes First

Christene drops one of the most powerful tools you can use today: write your own eulogy.

Yes, really.

She did it when she turned 30 and rewrote it in the present tense. Why?

To train her subconscious to become the kind of leader, partner, and founder she wants to be.

She also shares her “KNOWING Framework” for doing the work:

Who was I? (What shaped your beliefs?)
Who am I? (How do those beliefs show up today?)
Who do I want to be? (And what values must guide me there?)

“We can't control everything,” Christene says. “But we can control our mindset. And that’s the foundation of everything.”

The Real Reason Branding Matters

Branding isn’t fluff, it’s the story your customers tell themselves when they decide to hire you.

And if you don’t craft that story, someone else will.

It’s not about pretending to be someone you’re not, it’s about having the courage to show who you really are. Whether you're a small-town contractor or running a growing operation, your brand should reflect the truth of your business and the belief you have in it.

“We’re rebuilding BuilderComs right now,” host Ron Nussbaum shares. “And part of that means dropping the ‘SaaS playbook’ and showing up as who we actually are. No more hero sections. No more pretending to be like everyone else.”

Key Takeaways from This Episode

Branding is an inside job, your business reflects your mindset.
A strong brand connects emotionally with your customer, not just logically.
If you feel invisible, it’s time to ask if you believe you matter.
Write your eulogy. Then build a business that lives up to it.
Stop playing small. your legacy depends on it.

Ready to Build a Brand That Lasts?

Branding doesn’t start with color schemes or logos. It starts with you.

If you’re ready to stop hiding behind “good enough” and start showing up like your business matters, this episode is your blueprint.

Watch the full episode:

Visit Christene's site: https://www.christenemarie.com

Follow on Instagram: @christenemarie.co

About the Host

Ron Nussbaum is a U.S. Marine veteran and the founder of BuilderComs, the no-BS communication platform for construction. He's on a mission to fix communication in the trades, one project at a time.