{"id":23050,"date":"2018-09-05T15:05:52","date_gmt":"2018-09-05T19:05:52","guid":{"rendered":"https:\/\/smps.org\/?p=23050"},"modified":"2023-06-20T13:58:13","modified_gmt":"2023-06-20T13:58:13","slug":"branding-strategies-for-aec-firms","status":"publish","type":"post","link":"https:\/\/smps.org\/2018\/09\/05\/branding-strategies-for-aec-firms\/","title":{"rendered":"Branding Strategies for A\/E\/C Firms"},"content":{"rendered":"<p>If you asked any A\/E\/C firm whether a strong brand was important, you\u2019d be hard- pressed to find one that would tell you \u201cno.\u201dYet, many firms struggle to define their brand\u2014 much less institute effective branding strategies. This begs the question: Is it time for a rebrand?<\/p>\n<p>Rebranding A\/E\/C firms involves more than changing your firm\u2019s logo. It requires transforming your entire brand and message to communicate your firm\u2019s true story and strategy.<\/p>\n<p>So, for starters what, exactly, is a \u201cbrand\u201d in the first place?<\/p>\n<p>When it comes to branding, there are a lot of common misconceptions out there. That\u2019s why, before we get into exactly what a brand is, let\u2019s discuss what it isn\u2019t:<\/p>\n<ul>\n<li>Your brand is not your firm\u2019s name Your brand is not your logo or tagline<\/li>\n<li>Your brand is not your website or marketing collateral<\/li>\n<li>Your brand is not your mission statement<\/li>\n<li>Your brand is not your advertising<\/li>\n<\/ul>\n<p>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\u2014and all three are connected in important ways that contribute directly to your firm\u2019s success.<\/p>\n<p><a href=\"https:\/\/smps.org\/wp-content\/uploads\/2023\/06\/Branding-Strategies-For-AEC-Firms-1.pdf\" target=\"_blank\" rel=\"attachment noopener wp-att-23046\">Download<\/a> the full article.<\/p>\n<p><em>Branding Strategies for A\/E\/C Firms<\/em> was written by Karl Feldman and first appeared in the August 2018 issue of <em>Marketer<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you asked any A\/E\/C firm whether a strong brand was important, you\u2019d be hard- pressed to find one that would tell you \u201cno.\u201dYet, many firms struggle to define their brand\u2014 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":42619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[28],"tags":[],"class_list":["post-23050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"_links":{"self":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts\/23050","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/comments?post=23050"}],"version-history":[{"count":1,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts\/23050\/revisions"}],"predecessor-version":[{"id":42800,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/posts\/23050\/revisions\/42800"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/media\/42619"}],"wp:attachment":[{"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/media?parent=23050"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/categories?post=23050"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smps.org\/wp-json\/wp\/v2\/tags?post=23050"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}