When a potential client hears your firm’s name, what do they feel? When they see your logo, what do they think? Your designs? Your studio? Your vehicle? Even the clothes you wear? What do they represent in the marketplace of architectural design?
All these things, together, are your brand.
In his book, Blink: The Power of Thinking Without Thinking, Malcolm Gladwell describes in detail how decisions are made within the first few seconds of an impression. How important is your brand? It can be argued that it is the most important factor to your ultimate success. Your brand tells a potential client, as well as your current clients, who you are and what you represent.
What is Frank Gehry’s brand? How about Richard Meier? Frank Lloyd Wright?
Whether you design and develop one, or not, you have a brand. It may be wonderfully inspirational. It may be uncomfortable or repulsive.
What’s YOUR brand? Take control and develop a brand that represents all that you want to be.