If you asked any A/E/C firm whether a strong brand was important, you’d be hard- pressed to find one that would tell you “no.”Yet, many firms struggle to define their brand— much less institute effective branding strategies. This begs the question: Is it time for a rebrand?
Rebranding A/E/C firms involves more than changing your firm’s logo. It requires transforming your entire brand and message to communicate your firm’s true story and strategy.
So, for starters what, exactly, is a “brand” in the first place?
When it comes to branding, there are a lot of common misconceptions out there. That’s why, before we get into exactly what a brand is, let’s discuss what it isn’t:
- Your brand is not your firm’s name Your brand is not your logo or tagline
- Your brand is not your website or marketing collateral
- Your brand is not your mission statement
- Your brand is not your advertising
In fact, strong branding is best viewed through three lenses: overall firm branding, personal branding, and employer branding. All three are crucial to a strong brand foundation—and all three are connected in important ways that contribute directly to your firm’s success.
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Branding Strategies for A/E/C Firms was written by Karl Feldman and first appeared in the August 2018 issue of Marketer.