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Riba guerilla tactics_ branding_spring_04112014

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The 5 rules for

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Page 1: Riba guerilla tactics_ branding_spring_04112014
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Agency presentation

5 ESSENTIAL BRANDING RULES FOR ARCHITECTS

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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..  

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10x  

6%    Clarity  

Repositioning and rebranding Manchester Society of Architects

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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!!)

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SHOCKING  STATISTICS  

architectmarke0ng  2014  

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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        

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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  

 

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

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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???

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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?

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5  RULES  OF  BRANDING  

 

RULE  NO.4    

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

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5  RULES  OF  BRANDING  

 

RULE  NO.5    

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

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5  RULES  OF  BRANDING  

 

RULE  NO.5    

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

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