Building Brands Brick By Brick: Branding Practices Of SelfEmployed Construction Workers

Abstract

This study explores the branding practices and challenges of self-employed construction workers in Tadian, Mountain Province, Philippines, aiming to propose possible interventions. Using a descriptive research design, data were gathered from 87 participants through interviews and focus group discussions and analyzed thematically. Findings show that workers mainly rely on word-of-mouth, quality workmanship, and client relationships to establish their brand. Specialization helps them stand out, but the absence of formal training and certification limits skill recognition and market access. Other challenges include limited capital and narrow market reach. To address these issues, the study recommends formalizing skills training and certification, improving digital literacy, promoting niche skills, and establishing systems for contracts, feedback, apprenticeships, and collective bargaining. These can enhance their visibility, income, and long-term growth. However, the study is limited to one municipality and lacks quantifiable measures of impact. Future research should expand the geographic scope and include measurable data for broader applicability.