4 P’s of Marketing for Architects | Part 2 of 2

How to differentiate your architectural practice | Differentiator 3: Professionals

The traditional “4 P’s of Marketing” we learn about in college (Product, Price, Place, Promotion) don’t address one of the most difficult aspects of marketing an architectural practice: differentiation.

The 4 Ps’ of Marketing for Architects are about clarifying how you communicate the factors that set your firm apart from your colleagues. They are:

1. Position
2. Process
3. Professionals
4. Portfolio

Part 2 of this 2-part newsletter focuses on how to present your Professionals and Portfolio to differentiate your firm.

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Differentiator 3: Professionals considers 3 key ways to introduce architects and other professionals within your firm to make them stand out from your competition.

• Profiles
• Photography
• Thought Leadership

Differentiator 4: Portfolio summarizes how to craft descriptions of your projects that allow clients to clearly see how the work your firm does can benefit them. In this way, your portfolio can demonstrate to your clients that you understand their business goals and needs, and that you know how to create architectural designs that benefit their businesses. This strategy goes a long way in having potential clients self-select.