Branding Tips for Architects
Branding for Architects
Four Ways to Transform Your Brand Right Now
Easy Steps for Transforming Your Architectural Brand
Branding for architects represents some of the biggest challenges in marketing. Communicating your work's value through branded materials is full of pitfalls and opportunities. But you can drive lasting success with the right assets and channels for engagement.
Developing Your Architectural Brand
Branding for architects is much more than a logo and color palette.
It begins with a brand strategy. This stems from your marketing plan that identifies groups of ideal customers. When you identify their hypothetical qualities, you know how to position your brand.
Four Ways You Can Transform Your Architectural Brand Right Now
Branding for architects needn't require a marketing overhaul. The following are four easy ways you can transform your branding by improving your digital strategy. Put these ideas into your marketing plan and ensure steady progress into your branding future.
1. Stick to a Distinct Visual Identity
You know the value and appeal of your work. How will you translate that into a winning branding strategy?
Your goal is to establish your visual identity. This comprises all graphical representations of your value proposition and your promise to your clients.
Your logo, typefaces, and signature style will contribute to your visual identity. Any especially appealing aspects of your work should contribute as well. You must establish a consistent, emotional connection with your target audience.
Your visual identity should align with the ideal customers in your marketing plan. From here you will develop all content for your branding initiative.
2. Design a Website Exclusively for Your Brand
Your prospects' first impression will come from your website, and that should be as elegant as your work itself. You can't afford to settle for anything less than professional.
Every action and every piece of content should reflect your brand and drive business value. That includes aesthetic appeal specific to your style and sensibility.
They must be able to easily browse your work as well. Make it easy and intuitive for them to find what they want to see. You can even include specialized features and functions that engage and delight your website visitors.
Keep in mind the ultimate purpose of your website (attracting new business!). Once you've captured their attention, you want to make it inviting for a site visitor to take one step closer to conversion. This can be done by offering a free consultation call or calendar invite to meet.
Really and truly, MAKE YOUR WEBSITE YOUR OWN! Go ahead and be inspired, but don't copy. Your prospects should be able to distinguish your site from all the others. What are your competitors doing on their sites? While it's OK to take inspiration from others, you want your website to have the unique look and sensibility of your firm.
We've had clients say they like this architect's or that designer's site and want to do the same thing with their own site. You wouldn't design an office, home, hotel, hospital, school, etc. that looks like the work of another architect. Don't do it with your website.
Download our free PDF guide: How to make Architect Websites that Don't Suck.
3. Focus on The Right Digital Channels
There are countless ways to engage potential customers online. You must determine which channels are the best fit for you.
Start by adopting SEO best practices for your website. Use aspects your ideal customers are most likely to search. This will increase exposure to the right types of audiences.
It's likely prospects will take a more refined approach. You can leverage social channels to begin direct communications with prospects. You can leverage existing connections for this purpose as well.
Encourage existing and former customers to share your posts. Loyalty and advocacy are the best marketing tools for small firms. They can do this on social media and direct prospects to communication channels easily.
Be sure each of your digital channels has a clear purpose. You may want to leverage social media for customer service and engagement, while using blog content and social media posts to share value-added information.
4. Increase Engagement
You've already established a unique visual identify for your brand. But this won't stand out if your engagement strategy is uninspired. The way you approach prospects will distinguish your brand as well.
Let's revisit the value-added approach. You should provide prospects with valuable content immediately. These can include valuable industry insights or limited advice from your experts.
Prospects get a sense of how you work and think, and a peek into the value proposition of your brand. You'll make a specific connection with them by offering immediate value your competitors can't beat.
Your brand is as much about your own company as it is about service to your clients. Show that your services will be of value to them right away.
Make Your Mark and Get Results for Your Firm
Don't waste time and money on a brand strategy that isn't driving results. The Archmark team delivers the best results for unique architecture and design firms.
Contact us today to set up a short conversation. That's all we need to get you started on branding success.
Cover photo credit: Samuel Zeller