Branding: the New Edge Strategy
By Ellen Flynn-Heapes, FMP
Reprinted from PSMA’s Focus

In our strategy work with A/Es, we see an alarming lack of energy for building a clear, cohesive company identity - the main act of competitive strategy. Lots of bruises from the recession still exist, along with strong resistance to making choices. It’s too easy, safe, and acceptable to sell “service.” Don’t misunderstand - service is important, but it won’t get you anywhere in the noisy marketplace today. Service is the price of admission if you want to play the game at all.

Only your edge will help you win. What’s special about the firm? Let’s build it, publish it, and package it up so it’s irresistible (and has some price power!).

Think about your edge in terms of “branding.” Although still new to the A/E professions, I can think of at least three main categories of identity branding in our industry:

• Wide band: the overall company name stands for something specific, e.g. Ove Arup (complex, innovative structures), Parsons Brinckerhoff (transportation)
• Medium band: the company name is added to a specialty, e.g. HOK Sport, or Baker/Environmental
• Narrow band: the company has a “proprietary” process, e.g. Problem-Seeking (CRS-style programming), the Visual Preference Survey (Nelison Associates’ urban design tool), the Step-Wise Approach (CH2M). Or the company spins-out a specialty subsidiary such as RTKL's entertainment group, ID8, or Askew Nixon Ferguson's On-Line.

What drives the branding strategy? Ed Razek, president of marketing and creative services for the Limited Inc. sums it up: “Buyers want a shortcut. They have too many choices and not enough time. There’s too much stimulation. They want it made easy, explicit, and predictable.” Are our design clients any different?

The best way to be heard above the din is with the singular message of a strong brand. A brand is a shortcut, and it represents a promise. The promise is consistent quality and predictable results - based on your expertise. In other words, you have to be really good at what you do to make branding work. It requires focus, investment in the right people and tools, and the discipline to keep your eye on the ball.

One clue: a great brand gets there first. Think about packaging some aspect of your work in a new way. When you think it’s ready, go for it with all the passion and gusto you can muster. Stand out from the “service” crowd - and keep those fees high for the coming years!

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