Why is branding important in architecture?
What is your architecture practice about? What values do you want to communicate to your clients, and how do you want the world to see you?
As your business grows and your experience builds, your brand will naturally develop and evolve. However, it is important to establish your brand values early on in order to present your business to your potential clients, peers and acquaintances.
Branding is a way of identifying your business. It is a combination of how your customers see you and how they experience your business. Your brand is reflected in everything from the projects you complete, to the communication with clients, your business cards, marketing and advertising.
How do you build a brand as an architect?
Establish what is different about your practice
What makes your practice different from others is a key factor in determining a powerful brand. Whether your focus is on client experience, a certain aesthetic, or perhaps budget, it is important potential clients know what to expect, and your brand will tell them this. What sets you apart?
Tell your story
Why did you start your practice, what is the background? Being able to tell your story through your brand gives a human feel to your practice, and makes you more relatable. A brand story triggers an emotional response and engages people.
Build on your strengths
The easiest way to develop your brand is to build on your strengths. What is the practice good at? What does it do better than anyone else? Is it design, customer service? Let your strength set you apart from the others.
Make your brand sharable
Architects rely on a lot of word of mouth marketing. Making your business easy to share will encourage your clients to talk about you more. Using your story and your strengths to communicate with your clients will give them talking points to share with their friends, and hopefully bring more work your way.
Make your brand easily identifiable
It goes without saying that when starting your own business one of the first things you think about is the logo! Its the fun bit right? Well, make sure your branding (logos, colours etc) tie in with the story and the message you are building. You don’t want your logo and imagery to say one thing, but your name and your story to be saying something else. Make sure you are consistent throughout and give a clear message to the potential client.