Blogs

 
Be the first person to like this.
Brand strategy is the key to achieving the more impactful outcomes of great branding – those that go beyond increasing awareness and controlling perceptions.  The reason? Brand strategy is the plan for propelling your brand into action . Rather than merely guiding brand development (the importance of which cannot be understated!), brand strategy also masterminds its activation and management – from launching the brand in a powerful way to maintaining its integrity over time to leading its continuous evolution. These top five areas are where a thorough, thoughtful and effective brand strategy can create the most high-value impact for your firm: Empowers ...
0 comments
Be the first person to like this.
Indulge me for just a moment and think about your past projects. Take all the projects your firm completed in the last year — both the great projects and the ones that caused too many late nights — and mentally put them all into a pile. Now sort them, one by one, into categories by the kind of work your firm completed on each project. Be as specific as you can. For example: Structural engineering on this school renovation . . . municipal parking garage . . . 50,000 sq. ft. commercial retail space . . . new construction church design . . . Look at the biggest pile. If you have positioned your firm properly in the marketplace, you won't be surprised at ...
0 comments
Be the first person to like this.
If You Thought Millennials Were a Marketing Challenge, Meet Gen Z Although every generation presents unique challenges, it took companies an especially long time to learn how to market to Millennials. The Millennials were the impetus behind what was perhaps the most significant shift in how companies market themselves to attract, engage and retain both clients and employees.   This generation was very different and also very tough to figure out. In fact, many companies are only starting to crack the code on how to market to and work with Millennials effectively. Unfortunately, the generation on Millennial’s heals, Gen Z, is proving to be an even more daunting challenge ...
0 comments
2 people like this.
Describing your firm as “full-service” doesn't work like you think it does. It would be better to say nothing at all. Listing generic services is not helpful either. Broad and nebulous definitions for your firm hold no meaning and clients can easily dismiss you as unlikely to solve their problem. If you could have solved their problem, they reason, you would have mentioned it. Instead of being silent, your firm should strive to clearly state that you’re are particularly skilled in managing tight timelines on incredibly large municipal transportation projects; or able to deliver innovative and efficient lighting designs for elementary schools; or your experts ...
1 comment
Be the first person to like this.
What’s Our Brand Strategy? If you can’t answer this question with certainty, you’re not alone – and you’re unlikely alone, also, in the reason it’s difficult to answer. Branding has become so complicated that even the savviest of marketers and brand managers are being tricked into thinking the absolute worst thing that one can think: tactics are strategy . Today, more and more marketing teams are spending time figuring out how to increase engagement on LinkedIn rather than questioning why they are using LinkedIn in the first place. Although the complexities associated with deploying marketing tactics can easily make you feel like you’re tackling the “big” ...
0 comments
Be the first person to like this.
Much of the information on this Blog deals largely with Branding. While branding is very important and I believe effective social media is the key to the future for any AEC firm, I see less and less research and topics addressing that which is done out of the AEC industry. Having taught marketing at Stratford University in Virginia Beach the last 5 years, I have ventured out to many other research sources and found them extremely relative with some tweeking for application to our industry. In an article in the latest publication of the Harvard Business Review, my favorite magazine for business and marketing trends and research results, one article is titled "The ...
0 comments
1 person likes this.
At the dawn of digital, many had predicted “the end of branding as we know it,” and while the discipline of branding has changed dramatically in the past decade, having a distinct, valued and engaging brand is more critical than ever before. Increased competition, commoditization and the speed of change call for brands to become the point of convergence and the catalyst for the alignment of business strategy, customer experience and company culture.  The old way of thinking about brands as static collections of untouchable artifacts that need to be closely policed is no longer a fit for the fast-changing world. In fact, the traditional approaches that ...
0 comments
Be the first person to like this.
We are about to publish the list of Top 10 GC's for Medical Construction. I thought I would share a preview here! Feel free to contact me for more info or discussion Tim@buildcentral.com TOP_10_GCS_PDF_12_4_18_MH.pdf
0 comments
Be the first person to like this.
Your Ultimate Guide to Better Customer Research   Marketers have always understood the importance of customer research to help them get into the minds of their customers. Conducting customer research is vital for developing meaningful customer personas and detailed journey mapping and for designing a more relevant and personalized customer experience. However, doing it right often requires a great deal of time and resources, which puts conducting quality, comprehensive research out of reach for many companies. And even when conducted, much of what commonly constitutes a research study ends up being too superficial to lead to any new insight. In fact, ...
0 comments
Be the first person to like this.
You may be at the beginning or in the middle of developing your plans for the next year. You might also be having discussions about sales and performance goals for your firm and staff. But, before you can start your goal setting, you should have a good understanding of where you are at today. You can do this by having a good set of baseline metrics for both marketing and business development. Once you have your baseline metrics recorded, then your firm can work on the growth for the next year and begin to set goals. This article provides you with some brief examples of marketing baseline metrics to get you started. Next, I will ...
0 comments
Be the first person to like this.
Your website is your firm's chief digital asset. Beyond reinforcing your firm's brand, communicating its competitive position and demonstrating its expertise, your website is the command center for your marketing. It’s also often the first impression – and the quality of the website experience significantly affects both the perception of your company and its ability to achieve the desired marketing results. So, how do you maximize your website to ensure it delivers? Start by reexamining the website through the lens of your firm’s business objectives and current marketing approaches, strategies  and  techniques.  These guidelines will help you get the most ...
0 comments
Be the first person to like this.
Curious about how to balance the personal brand of your thought leaders with the overall brand of your firm? Josh Miles and I discuss this topic on the latest podcast episode of PSM.show. Listen here : or iTunes or your favorite podcast player.
0 comments
Be the first person to like this.
Is my content valuable? Where are visitors coming from? Is all of this website cost and effort paying off in the form of new clients?   Before, during, and after the website design and development process, we here at TOKY field a number of questions from our  architecture clients  about how the firm’s website is actually performing. No matter how stunning a website looks or how accurately it embodies the leadership’s vision, at the end of the day, marketing teams are concerned about return on investment (ROI) — and rightly so. Determining an architecture website’s ROI all comes down to data. And while Google Analytics is an invaluable tool, teams ...
0 comments
2 people like this.
Do You Know What Your Brand Is Up To? Conducting a brand audit is often perceived as a huge, time-consuming undertaking – not to mention the anxiety of not knowing what you’re going to uncover during the audit and the fear of discovering that your brand has gone off the rails. And so the project often gets pushed to the back burner. The problem is that no company can afford to lose tabs on its brand. As with most marketing endeavors, the question isn’t whether you should or shouldn’t, but how to make the most out of your brand audit, while making it a part of your annual marketing upkeep. It doesn’t have to be an ordeal! Our step-by-step guide to conducting ...
0 comments
1 person likes this.
Get Serious About Getting Competitor Intel The world of competitive intelligence is vast. Companies use many types of market intelligence to help them make a wide range of smart strategic decisions – from successfully penetrating new markets to developing an effective offering mix to deciding on acquisitions and more. This type of intelligence is also more difficult to acquire and often requires highly specialized and extensive outside research. Fortunately, some types of competitive intelligence that can help guide branding and marketing activities are more accessible and fall into two main categories: Competitor intelligence that will inform your own ...
0 comments
Be the first person to like this.
“So what do you do?” As our content strategists tell me, this question can be a tricky one. Outside of work hours, They tend to spare the person asking by keeping their response short and simple — but Monday through Friday, that answer gets a bit more complex. We can’t all live in blissful ignorance of content audits and editorial calendars, and believe it or not, “What is content strategy?”   really is   a question that people are asking, now more than ever. Google Trends says so.  What is content strategy? The internet holds no shortage of content strategy definitions, and some are better than others. Below are a few of the industry ...
0 comments
1 person likes this.
It’s a common story we hear: marketing teams are light on resources, time, and money, and social media inevitably falls to the wayside on the list of priorities. It can be difficult to convince leadership teams that it’s worth investing in.  In fact, social media strategy is an important part of your overall A/E/C firm marketing plan — and despite what many may think, it is absolutely possible to achieve measurable returns. The first step is take a business goal and   translate it   into how social media can help you achieve that goal. With careful planning, a social media campaign (and even a few campaigns that run concurrently) can help your firm take ...
0 comments
Be the first person to like this.
Get Under Your Customers’ Skin Your firm's ability to deepen audience engagement and action, as well as to leverage today’s most powerful marketing strategies and tactics such as   account-based marketing   and   omnichannel , requires customer understanding that goes far beyond simple demographics and psychographics. Do you know: Your customers’ greatest fears and issues specific to their industry – what they think about at 2 a.m. Their biggest frustrations about companies that provide your type of services and solutions The subtext of what they say (their unspoken needs) The messages that resonate with them most What triggers them to take ...
0 comments
1 person likes this.
“What’s the best way to share our work with the world?” It’s one of the most important questions to ask when redesigning your firm’s website. And from our experience   building sites for some of the largest architecture firms in the world , it’s also one of the most hotly debated. If your firm’s goal is to get prospects excited about your work, these pages need to stand out. The good news is, the bar for architecture project pages is fairly low. The industry standard looks something like this: Project title Slideshow of project images 1-3 paragraphs describing the who, what, and how of the project Sure, this formula gets the job done, ...
0 comments
1 person likes this.
Make a commitment to follow our new rules of branding this year to make your brand unbeatable – and leave your competitors in the dust. 1: Audit Annually Once upon a time, the corporate brochure ruled the B2B marketing world. Significant resources were put into crafting the message, copy and design, and then, after the company printed at least 10,000 copies, the brochures were stored in the office supply closet for years to come. Companies simply did not audit their brand or communications frequently. Brands were, after all, built to last. Today, branding is vastly different. The marketplace and marketing itself are changing at a rapid pace, and ...
0 comments