riba guerilla tactics_ branding_spring_04112014

Agency presentation

5 ESSENTIAL BRANDING RULES FOR ARCHITECTS

18  years  training  and  prac0sing  as  an  Architect  in  Manchester    Co-­‐founded  OMI  Architects  Manchester  1993        17  years  immersed  in  brand  strategy,  design  and  communica0on    Co-­‐founded  Anglo-­‐Danish  Agency  Spring    

ABOUT  MY  EXPERIENCE..  

10x  

6%    Clarity  

Repositioning and rebranding Manchester Society of Architects

Agency presentation

BRANDS WORK The evidence shows it is one of the most powerful commercial and psychological tools of the last 100 years (AS PART OF A MARKETING STRATEGY!!)

SHOCKING  STATISTICS  

architectmarke0ng  2014  

BENEFITS  OFA  STRONG  BRAND  

•  creates  trust  –  with  owners,  partners,  clients  and  other  stakeholders  

•  works  as  an  entrance  barrier  for  intruding  compe0tors  •  eases  moving  into  new  business  areas  •  eases  moving  into  new  markets    •  supports  commitment  and  decreases  price  elasFcity  •  strengthens  resilience  to  market  fluctuaFons  •  aTracts  and  retains  human  talent        

5  RULES  OF  BRANDING  

RULE  NO.1    "A  brand  is  a  collecFon  of  percepFons  in  the  mind  of  the  customer.” Colin Bates!

 …A  ZIP  FILE  OF  MEANING    

More  than  a  logo  -­‐  definable  values  and  meaning  

People make emotional decisions for rational reasons Humans are emotional creatures…

5  RULES  OF  BRANDING  

RULE  NO.2    

“Create the best perception of yourself in the mind of your client” THINK ABOUT THE WAY YOU PERCEIVE PEOPLE???

5  RULES  OF  BRANDING  

RULE  NO.3    

“BEING THE ‘BEST’ IS NOT AS IMPORTANT AS BEING THE MOST RELEVANT!” WHAT QUALITY DOES YOUR CLIENT ACTUALLY VALUE?

5  RULES  OF  BRANDING  

RULE  NO.4    

“UNDERSTAND YOUR COMPETITORS ‘POSITIONING AND BE DIFFERENT’” DIFFERENTIATION IS THE ONLY OTHER MARKETING TOOL EXCEPT COST

5  RULES  OF  BRANDING  

RULE  NO.5    

“BE DICTINCTIVE – BE MEMORABLE” ‘STICKINESS’ ( IN THE MINDS OF THE MARKET) MATTERS

5  RULES  OF  BRANDING  

RULE  NO.5    

“BE DICTINCTIVE – BE MEMORABLE” ‘STICKINESS’ ( IN THE MINDS OF THE MARKET) MATTERS