Let’s play a little guessing game. Try to identify at least one of the following images. Okay? Go!
Can you identify what was common among the images? If you say they are the logos of famous companies, then you are correct. But there’s more to it than just that. And why are we talking about such businesses on an architecture page? Believe it or not, it’s of high importance for us Architects and Designers as well.
What having logos or even just a name to a company indicates, that the company has invested in and has had a long history of Self-Branding and Marketing -the backbone of Branding. That is, the company is well aware of its Prospectus and realises the importance of creating a strong brand identity.
Today, many start-ups are emerging throughout the world in the field of architecture. Which is precisely why it becomes essential to foster a brand identity the moment you consider beginning an Architectural Firm. But before you learn what its advantages are, lets first try to understand what brand identity or simply branding means.
Branding by definition refers to creating your identity with the help of Logos, Symbols or Values which voice you. Every Architectural organisation or firm recognises the importance of Market – the place which has potential for businesses – in gaining projects, clientele and repute. Establishing a strong brand identity helps in the efficient carrying out of your business. Hence, it’s quite worth-while for you to discover the solid benefits of Branding.
Here are 8 reasons why as an Architect or Designer you must consider developing a Strong Brand Identity:
1. Helps Firms to work better.
Having a brand, a logo, or simply an “about us” denotes that the firm knows what it stands for and streamlines the process of helping clients reach the right Architect/ Architecture Firm. For example, a firm that invests in a website, with good presentation, a showcase of previous/current projects etc. shall firstly help to communicate its values, architectural style and its array of services to the potential client. Secondly, it will help gain more clients than a Firm that isn’t even in the picture (have a website).
2. Branding helps to describe the Firm.
Let’s take a look at Logo Design of Guernica Restoration.
Guernica Restoration is a Historic Architecture and Object Restoration Business that got its logo in a competition it floated on 99designs.com. The Firm believes in Restoring Life to the Beauty of the Past. The competition brief read, “Guernica Art is a company dedicated to restoration and conservation of fine art and historic architecture, operating in Chicago and Midwest area”, “Guernica Art offers a wide range of fine art & historic architecture restoration services.”
From this, it is clear that while creating the Logo, the winning Graphic Designer took the right effort in voicing the Firm’s services and its ethos to its potential customers.
3. The Ball is always in your Court.
If you don’t speak for yourself, then somebody else will. That is why advertising yourself becomes so important. When used correctly, it always serves right! What this means is that, with appropriate Brand Identity, one can have the upper hand in the business.
If we just consider Social Media or Magazines for instance, these two entities have a good number of audiences. And if firms could make the right use of these platforms, then it could be a great mode of showcasing the firm’s portfolio and services.
4. Great asset to Attract Potential Clients.
Potential clients by definition refer to anybody or organisation that has a reason or benefit to purchase from your company. A good way of understanding how to attract potential clients is to firstly establish a platform/means/market standing to welcome these clients. The next step is to identify these clients and asses how they can be motivated to be your customer. Let’s look at a few ways of identifying Potential Clients.
If you have a website – Anybody who clicks on your website.
If you are an Instagram Page Handler – Your Followers.
If you run a Magazine or e-Magazine – Your Subscribers.
5. Helps establish a meaningful dialogue with your Client.
If you were to look at the Logo Design and Website of the Architecture firm, Biome-Solutions, then you would immediately understand that it is a firm with attention to Sustainability and Green Architecture. The website says, “Biome Environmental Solutions is a Bangalore-based design firm focused on ecology, architecture and water.” Hence, Clients not into these aspects due to their interests and leanings will know better to look elsewhere.
6. Aids Recognition to the Firm.
A good brand identity helps in building a good repute. Strong tools like online portfolios and opportunities from Architectural competitions can help in building a name in the Architectural field. In addition to that, a sleek business card, a well-designed Logo adds a Professional touch to your Firm. Having a brand identity is like following your own set of rules, setting a uniform code that will shape your firm’s ethics.
7. Helps to add possible stakeholder/collaborator.
Every businessperson foresees the growth of their firm. Whether it means increasing the size of the office dominions or creating another branch in a different country. When the call for increasing the number of employees comes, then having a strong brand identity shall draw in the right kind of suitable candidates. The same applies to probable collaborators as well.
8. Employees enjoy working at your firm.
Employees that work in a well-branded firm, shall tend to have more zeal while working and be satisfied with their job. When the employees are the ones at the bottom of the firm’s brand identity, they will take pride in working there. Also, employees will feel content working in a well-known firm.
