Building Bold: Marketing to the trades without the beige

In a category mired in functional clichés, now’s the time for brands to dare more and do different.

Power tools, pipes, plasterboard - on the surface, construction trades aren’t the sexiest of sectors. But scratch beneath the surface, and you’ll find a fiercely loyal audience, a boom of new digital behaviour, and a category crying out for more distinctive, creative marketing. For brands speaking to builders, plumbers, electricians and tradespeople more broadly, this is not the moment to blend in. It’s the moment to poke beige in the eye.

Tradespeople are changing, marketing needs to catch up

The old stereotype of the analogue ‘tradie’ is well and truly gone. 93% of UK tradespeople now use smartphones on the job and over half regularly search YouTube for product information or tutorials. Platforms like Instagram and TikTok are no longer off-limits, they’re vital spaces where tradespeople learn, showcase their work, and engage with peers.

Yet many brands still speak to them like it’s 2005, hyper-functional, colourless, and safe. That approach won’t cut through with today’s time-poor, brand-savvy audience who are exposed to marketing from every angle.

“You’re not just in a trade war- you’re in an attention war.”

Creativity that cuts through

In the battle for the builder’s brain, standing out isn’t just nice - it’s commercial. The IPA’s research shows that creative campaigns are 11 times more effective at delivering market share growth. And in a sector where most brands lean heavily on rational messaging, distinctiveness becomes your biggest lever.

Take Fix Radio, the station “for the trade” that launched with tongue-in-cheek jingles and builder banter, it grew its audience by 55% in a year. Or Snickers Workwear, who use punchy humour and bold visuals to connect emotionally, not just functionally. These aren’t accidents. They’re strategic decisions to inject personality into a space starved of it.

From brochure to brand - Moving beyond price and product

Construction brands often fall into the trap of speaking only about SKUs, specifications, and savings. But the buying decision is rarely just rational. Reputation, trust and tribe all play a role. Tradespeople talk. They share recommendations. They back the brands that back them.

A recent UK Tradespeople Insight Report found that 67% of tradespeople are more likely to try a product recommended by a peer than an advert. But that doesn’t mean advertising doesn’t work, it means your advertising needs to create talkability.

How? By being memorable. By showing up in unexpected places. By doing the thing your competitors are too cautious to try. This is where the bold win.

Sustainability and Skills: Two strategic shifts

Two trends are reshaping the construction category and marketing must keep pace:

Sustainability: 72% of UK tradespeople say they’re getting more requests for eco-friendly options. But there’s space to go beyond the badge. How can your brand lead the conversation, not just tick the box?

Skills Shortage: The UK construction industry is facing a shortfall of 225,000 workers by 2027. Brands that support training, apprenticeships and career storytelling can earn emotional equity that outlasts any seasonal promotion.

Both these trends represent opportunities to be meaningful - not just visible.

Five provocations for marketers in the trade sector

1. Ditch the beige. If your comms could belong to any of your competitors, they’re not working hard enough.

2. Invest in brand, not just performance. Tradespeople don’t switch products mid-job, but they do build loyalty over time.

3. Be where they are. That means jobsite radios, yes. But also, YouTube shorts, Instagram reels and even trade-specific Reddit threads.

4. Speak human, not just technical. Empathy builds trust; creativity earns attention.

5. Create content that gets passed around. Whether it’s humour, heart or hacks, give them something to talk about in the van.

In Conclusion: From Tools to Tribe

The trades are more than a channel, they’re a culture. And culture doesn’t respond to catalogue thinking. Brands that step into this space with bold, emotionally intelligent, creatively brave marketing will not only stand out, they’ll win out.

At Cogent, we believe in building brands that don’t just fit in - they poke beige in the eye. And for the construction trades, there’s never been a better time to do just that.

Travis Perkins – Gnome on the Roam

We created a playful digital campaign that transformed Travis Perkins’ social presence into a magical gnome-hunting ground. Rather than relying on physical installations, we developed a content-led competition format called “Gnome on the Roam” - a virtual gnome-themed activation that brought energy and imagination to Facebook and Instagram throughout April and May. 

By taking part and submitting your answer via the Travis Perkins social feeds (using #gnomeontheroam), you could in with a chance of winning one of our weekly £50 prizes.

Winners were announced and celebrated on social to further amplify the campaign’s impact.