Effective Brand and Communications for AED Businesses
Effective branding and communications strategy and execution is critical for architecture, engineering, design (AED) practices. Why? ■■
To differentiate their business from their competitors
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To communicate the value they offer clients
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T o ensure there is consistent messaging from within the business and to the external market
Professionals in our industry are highly creative and visual people. They can communicate well and have an eye for striking graphics. However, the brand and communications are often forgotten or not prioritised after the initial creation of a corporate identity. On top of this, there is still somewhat of a lag in our industry to create emotive and engaging brands that go further than a business logo and project photos. First things first, your brand is much more than your logo or your colour scheme. Your branding depicts the essence of your business, it conveys the story of who you are, how you got to where you are and the ultimate purpose of your business. Every business benefits from a compelling, motivating, and consistent brand story. So how can AED businesses create and maintain long-lasting brands that contribute to business success? Understand your audience Understanding your audience’s primary motivations, as well as identifying the type of clients you would prefer to work with is crucial to your brand, as this ultimately shapes the content you produce.
