The Architecture of Image The Architecture of Image

9/26/2013
2013 AIA Nebraska Annual Conference
COMMUNITY, CULTURE & COLLABORATION
The Architecture of Image
BRANDING YOUR PROFESSIONAL PRACTICE
CRAIG PARK, FSMPS, ASSOC. AIA
Managing Principal, Omaha
THE SEXTANT GROUP
OCTOBER 4, 2013
the architecture of image
• INTRODUCTIONS
• ABOUT BRAND
– CULTURE
• Where your brand begins
– COLLABORATION
• Why your brand builds
– COMMUNICATION
• How your brand becomes
• SUMMARY
• Q&A/DIALOGUE
the brand called you
A great brand creates a sense of urgency, excitement, vibrancy… a buzz.
– TOM PETERS
management consultant, author, speaker
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a tale of two books
For the professional service firm your brand is feeling
Your brand is impression
Your brand is perception ABOUT BRAND
what is your brand?
• Your brand is a reflection
of your culture
how you collaborate
how you communicate
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brand integration
three ideas to consider
1. For your brand to be successful, it has to begin as authentic. Your brand reflects your culture. 2. Your brand builds on your history and reflects the practice of your practice. Your brand demonstrates how you are thought leaders for your clients and those allied in your field.
3. Your brand should challenge you to move beyond what you know and allow you to become what you want to be and communicate your vision to the market.
what is your brand?
Your brand is not what you think you are.
Your brand is what everyone else thinks you are, and what they think about you.
– TRACY BLACK
president, Black Cape Marketing
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what is your brand?
The clearer I can be with my brand, the more likely I will be to work with people who value results. – ANN BANNING-WRIGHT
president, Bright Operations
what is your brand?
Describe/define your firm’s brand.
iconic
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inspiring
influential
impactful
Our criterion for getting involved is that the result will be something that is memorable and remarkable. Our goal is that you can’t walk past one of our features without stopping.
– TERESA POWELL-CALDWELL
vice president, WET
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remarkable
why brand is important
If you are not a brand, you are a commodity.
– PHILIP KOTLER
author, Principles of Marketing
why brand is important
Clients can’t tell service firms apart. Step one is to declare your vision… then imbed that into your brand.
– MIKE REILLY, FSMPS
president, Reilly Communications
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why brand is important
Professionals are very analytical people and they often wrongfully assume that their clients are analytical too.
– DICK MUSIL
principal, Webster Design
the brand challenge
Telling your story is like trying to communicate the amorphous to the uninformed.
– MARJANNE PEARSON
president, TalentStar
know your brand
It starts with making sure you really have clarity about your own brand. – RICHARD WILKE
senior partner, global business development, Lippincott 7
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brand identity
brand identity
Through our belief in trusting client relationships, we deliver unparalleled value through inspiring design, market leadership, and consistently dependable results. – CARLA THOMPSON, FSMPS
global marketing director, MulvannyG2
brand identity
We use brand as a differentiator. Our message focuses on our leading‐edge research, our open‐mindedness to change, and our approach to collaboration.”. – JULIE LUERS, FSMPS
vice president & marketing director, HGA
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brand image
brand image
We could debate the ‘hows and whys’ of client satisfaction surveys… but at the end of the day, I don’t care how it is done as long as it gets done. Surveys are that important!
– TOM BOOGHER, CPSM
vice president, CMO, PSI
brand image
Your value is not what you did yesterday, your value is what you’re going to do tomorrow to solve the untapped needs of your clients; and those needs are constantly changing!
– ANN BANNING-WRIGHT
president, Bright Operations
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brand alignment
brand alignment
Our firm espouses deeply authentic values. We share our values with every new employee and apply those same values in our own practice, in the way we live, and the way we collaborate.
– MARIA MAFFRY
vice president business development, BNIM
brand alignment
Is your brand aligned with your identity and image?
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brand equity
brand equity
Brand equity represents the character of your firm, how you conduct your business, and the level of quality you deliver.
– MIKE SAVAGE
vice president, Geotechnologies
your brand is not your logo!
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a few words on naming
• Memorable
– Archimania
• Speaks to what you do
– Structural Focus
• Metaphor & Meaning
– WET
• Avoids alphabet soup
– Gensler
in a few words: taglines
• Brief, 3‐5 words, memorable, exemplify the brand promise
• We Do Work That Matters, Every Day
– Burns & McDonnell, architects and engineers
• Building What’s Next
– Mortensen Construction, builders & CMs
• We Shape a Better World
– Arup, multi‐disciplinary engineers
a book of nine brands
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today, a tale of three brands
Defines your brand by how you & they:
impact your clients
influence your clients’ clients
inform your communities
CULTURE
culture
The right culture helps you succeed in accomplishing all your goals.
– PEG NEUHAUSER
author, Culture.com
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culture
Your culture is your brand.. What the clients want most is to believe your brand promise.
– RON WORTH, CAE, FSMPS
CEO, SMPS
author, Building Profits
BNIM: walking their talk
No one knows as much as everyone.
STEVE MCDOWELL, FAIA
principal, BNIM
BNIM: walking their talk
BNIM
INDUSTRY LEADERSHIP
78
10
7
2
1
Staff
Principals
AIA Fellows
AIA National
Presidents
AIA National Young
Architect
BNIM
Founded the
AIA COTE
2011 AIA
National
Architecture
Firm Award
INDUSTRY TRANSFORMATION
Key role in the
creation and
development of
the USGBC,
LEED, Living
Building
Challenge
First Living
Building
Challenge On
the Boards
Winner
42
8
Total Number
of LEED
Projects
AIA/COTE Top
Ten Green
Buildings
Omega Center
for Sustainable
Living: World’s
First LEED
Platinum +
Living Building
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triple bottom line
People, Planet and Prosperity
prosperity
people
people
prosperity
sustainability
planet
planet
leaders in sustainability
Designing What’s Next
number
of LEED
projects
number
of LEED
Platinum
number of
COTE top
10 awards
number of
number of
Living Buildings net zero
projects
90+
20
9
3
11
number of
LEED AP staff
111+
a culture of values
We seek a better way.
We are committed to long‐term thinking and measurable improvement as a way of life in every community we touch.
We are passionate about generous design, believing that it inspires people and changes the world for the better.
We care about what our buildings do and how they positively impact the lives of people, organizations, and communities. We promote integrated thinking and a collaborative dialog of discovery.
We partner to find the answers. 15
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culture
BNIM’s brand is truly about making the world a better place. It goes beyond just buildings to touch the human element and really make a difference for people and communities.
– MARIA MAFFRY
vice president, business development, BNIM
culture
What defines your firm’s culture?
A combination of focus and excellence on:
internal & external leadership
strategic analysis & growth
interdisciplinary experience
COLLABORATION
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collaboration
Treat people as if they were what they ought to be and you'll help them to become what they are capable of becoming.
– JOHANN WOLFGANG VON GOETHE
collaboration
Your brand value becomes exponential when they know you know so much about them. You become a resource of information. – MIKE SAVAGE
vice president, Geotechnologies
collaboration
While we are best known as dependable, hard‐working, and trustworthy, according to client perception studies… our brand image is always a work in progress. – CARLA THOMPSON, FSMPS
global marketing director, MulvannyG2
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MULVANNYG2: value & passion
MULVANNYG2: value & passion
MULVANNYG2: value & passion
We do what it takes to win, to be the best.
We commit to create inspiring design and deliver best results
and value to our clients.
We continually seek new opportunities and challenges.
We push to constantly learn and grow.
We build expertise and thought leadership through experience.
We constantly take the initiative to reach the next level of performance.
We embrace continuous evolution and lead change.
We get it done—pushing through adversity.
Excellence in everything we do—this defines Mulvanny G2.
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collaboration
It comes down to people. The best way to differentiate is to focus on your people’s experience, expertise, and personality because clients hire people. They fire firms.
– CARLA THOMPSON, FSMPS
global marketing director, MulvannyG2
collaboration
IDEO is such a great example of a company whose name reflects how they live their brand. – CARLA THOMPSON, FSMPS
global marketing director, MulvannyG2
the ideo impact
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on leadership
• Firm Leadership
– establishing vision and management best practices that result in significant and sustained, profitable growth • Market Leadership
– being ranked in the industry press for size, revenue, or results • Technical Leadership
– being recognized for expertise and innovation on leadership
The firms that have dynamic leadership who ‘live the brand’ are the most successful. It starts with great leadership.
– DICK MUSIL
principal, Webster Design
on collaboration
Do you have an example where collaboration strengthened your brand?
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The practice within the practice that:
finds and tells stories that resonate
demonstrates a unique value proposition
measures and shares results COMMUNICATION
communication
The medium is the message
– MARSHALL MCLUHAN
philosopher of communication theory communication
The computer can't tell you the emotional story. It can give you a design, but what are missing are the eyebrows.
– FRANK ZAPPA
musician & philosopher
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a consistent brand message
•
•
•
•
•
•
•
•
•
•
Advertising
Books/Monographs Direct Mail Feature Writing
External Newsletters
Internal Newsletters
Special Events
Trade Shows
Sponsorships
Community Involvement
a note on social media
thought leadership
Positioning through speaking is an important part of our outreach efforts. We use the opportunity to promote the success of our clients. This makes it much easier to position for the next project.”.
– CHRIS WATSON
national director of marketing, GILBANE
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all pr is good pr (if it’s good pr)
• Needs to be followed‐up with good service
• Helps build and sustain a groundswell of brand support
• Celebrates the client’s customers in an inclusive, non‐
exploitive way
• Proactive in idea generation and responsive in a crisis • Is measurable
• Leverages pre‐existing relationships built on trust and credibility earned over years of service
• Almost always “gets ink” because a good story has been well‐told to the right people
getting ink (without getting stained)
Know your target audience Know where they go for information
Create a list of potential media outlets Identify journalists to contact & develop a relationship Use all three traditional distribution options: newswire, media database & individual correspondence • Consider social media as a component of your media distribution strategy
• Avoid: Mondays, end of fiscal quarters, or year‐end
• Monitor and measure what matters
•
•
•
•
•
communication
We wanted a name that had nothing to do with the partners’ names, but instead reflected the talents of the whole firm. We believe our name and graphic image say a lot about who we are.
– TIM BARRICK, FSMPS
principal, RATIO ARCHITECTS
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RATIO: a promise of integrity
Ra–tio (ra’she-o’) n. 1. The root
word of rational; to reason,
logical. [Latin ratio, from ratus,
past participle of reri, to reckon,
consider.]
Wechoseanamethat
representsourdesign
philosophy.
Webelievedesignshould
haveapurpose.
 TIM BARRICK, FSMPS
principal
RATIO: a promise of integrity
Thenautilusisthe
symbolicexpressionof
classicalproportion—the
basisofgooddesign.
Boththenameandthe
logoembodythe
principlesofreasonand
logicalthinking,central
tothedesignprocessat
Ratio.
 TIM BARRICK, FSMPS
principal
RATIO: a promise of integrity
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RATIO: a promise of integrity
RATIO: a promise of integrity
• Brand Promise:
– Defining Spaces, Creating Places, Enhancing Community SM
• Vision:
– We strive to energize our communities, our clients, and ourselves by collaborating to achieve design excellence.
• Mission:
– We are committed to:
• Design services focused on creating value
• Sustaining profitability
• A culture that fosters quality service
• Personal and professional development
• Public relations strategies that attract clients
• Elevating the importance and respect of each discipline
communication
Brand is important more today than 10 years ago. Because of our branding efforts, we’re known in each of our regions by the buyers of architectural services.
– TIM BARRICK, FSMPS
principal, RATIO ARCHITECTS
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communication
At the beginning of the day, it’s all about possibilities. At the end of the day, it’s all about results.
– BOB PROSEN
author, Kiss Theory Goodbye
measure what matters
• New Business
– Contracts
• Net Fees
– Billings Less Consultants
• Work On Hand
– Backlog
• Quantity of Submittals
– SOQ/Fee Proposals by Market Sector
• Opportunity Value
– Weighted Potential Fee of Project Pipeline
• Marketing Expense – All Costs Tied to a Particular Market or Pursuit
barometers v. thermometers
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barometer v. thermometer
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12M AVG
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$0
Linear (12M AVG)
barometers v. thermometers
$800
$700
$600
$500
$400
$300
$200
$100
MTM
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$0
Linear (12M AVG)
A brand promise is just that, a promise: every member of your firm should be able to answer two questions: “What is our brand promise?” “What will I do today to keep that promise?” YOU ARE THE NEW BLACK!
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three ideas to remember
1. Know your market; know your culture 2. Respect your network; collaborate to win
3. Tell your story; communicate value keys to building a strong brand
• Survey Says
– Don’t assume you know what your employees, clients, client’s clients, or community thinks about you
• Honor the Integrated Team
– “No one knows as much as everyone.”
• Facts Tells, Stories Sell
– Relevance, benefits & proofs trump dry statistics every time
• Measure What Matters
– Know where you are & which direction you are going
you are the new black
Ten years ago, branding professional services was seen as a nice thing to do.
Now, if you haven’t done it, you’re lagging behind and you’re playing catch up.
– RICHARD WILKE
senior partner, global business development, Lippincott 28
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you are the new black
We can use fancy branding terms like positioning or value proposition, but at the end of the day you need to know what the marketplace thinks of you.
– RICHARD WILKE
senior partner, global business development, Lippincott you are the new black
A great brand is a story that's never completely told.
– SCOTT BEDBURY
CEO, Brandstream
you are the new black
What will you do to build your brand?
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recommended reading
• Beckwith, Harry, Selling the Invisible: A Field Guide to Modern Marketing, New York, NY: Warner Books, 1997.
• Bedbury, Scott, A New Brand World: 8 Principals for Achieving Brand Leadership in the 21st Century, New York, NY: Viking, 2002.
• Miles, Josh, Bold Brand: The New Rules for Differentiating, Branding, and Marketing Your Professional Service Firm, Cleveland, OH: Content Marketing Institute, 2012.
• Peters, Tom, The Brand You 50, New York, NY: Alfred A. Knopf, Inc., 1999.
• Reis, Al and Laura Reis, The 22 Immutable Laws of Branding: How to Build a Product or Service into a World Class Brand, New York, NY: Harper Press, 2002.
• Trout, Jack and Steve Rivkin, Differentiate or Die: Survival in Our Era of Killer Competition, New York, NY: John Wiley & Sons, 2000.
Q&A / DIALOGUE
CRAIG PARK, FSMPS, ASSOC. AIA
THE SEXTANT GROUP
402.609.6131
cpark@thesextantgroup.com
www.craigpark.com
THANK YOU!
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the architecture of image
Retails for $24.95
Available online at: • Amazon.com
• Barnes & Noble • craigpark.com
Available today, with an autograph @ $20
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