Marketing your design practice is where the difference lies between you and other firms. It is a job that portrays the bigger idea to the audience, and this work never ends. A consistent effort is needed on the onset to grab attention.
The old way to do things is to set up your dream studio is renting an office space, new furniture, new equipment or resources; This makes one feel their business is genuine. It worked, but it takes a toll on the pocket even before you have any work to sustain the business. These are things one acquires slowly and once they have the required business capital for it.
The business development plan is the first task to focus your energy on. Getting projects is the main priority. Present your brand to the world and start pitching for projects without experience work to show for your brand does not lock on more work that brings you into the spotlight.
Marketing another one of those topics no one teaches you through employment or in architecture and design schools. It changes once the business owner is you. A lot of time and energy goes into promoting your brand for getting the appropriate projects; also keeping up with the promises made.
The primary goal is to let the target market know your unique selling point and your narrative.
Marketing is about keeping the clients connected and happy; it also includes writing good emails and unambiguous contract agreements. It is about spreading a positive vibe with your brand. This experience usually transcends into getting recommendations.
Define this clearly; whom do you want to sell your product or services to. Make an image of your ideal client, be as specific as you can; it will give you an efficient reach. Allocate your limited budget wisely and focus it on a place that provides you with the most successful platform.
Architects and designers need to give value to developing marketing skills. Read up on little tricks and tips, follow blogs, watch YouTube videos, flow Instagram pages for a daily engagement with the topic. Subscribe to a magazine or a newsletter like Dwell, Dezeen, Architectural digest; each of these branding aimed at a specific market. Look at the details like photography, the styling and the content.
Craft your story to attract your target audience and structure your marketing strategy to appeal to their soul.
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It is the factor that differentiates you from your competitors. Your USP defines why a client should choose you, define and build on it for a successful business. Find your niche; that is why you are the best. Be specific about it.
Most architects choose to present themselves as a generalist, but who focus on one thing tend to get more spotlight and eventually more business. For a new firm, it is a challenge to define it. An attempt to grab as many projects can tend to dilute your brand story.
Build and promote a set of skills valued by a specific group of clients; this will make you a definitive resource. A niche does have some risks; you need to build on passive incomes to protect yourself during a lean market. Plan and envision the projected future for your business, work your way around it.
Steps to follow-
Humans are social beings; we like to gossip, we want to know about what goes on in another person’s life. Now, apply that behavioural aspect to your business; people prefer brands with a narrative; it helps build trust and connection.
Craft a narrative that stays the longest in a person’s memory. Make it gripping, talk about your unique selling point and promote passion and emotions in people. Keep it real without anything that feels made up, and stand by it.
Questions like Why you came about to choose this? What’s your USP? How did you find your USP? Why do you think people need to hear about it?
Define and refine it as your journey progresses every day. New clients are attracted to these stories and build trust for their projects.
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