For architecture firms, a strong portfolio shows prospective clients what you can create. Strong brand messaging explains why they should choose you to create it.
For Michael Kirschman Architects, developing an original brand, focused on defining what makes the firm distinctive and creating language that reflects the quality and thoughtfulness of its work.
Our approach was to carefully consider the following:
• Design philosophy and values
• Approach to client collaboration
• Specialized experience and expertise
• The overall client experience and impact
• What makes the firm different
Creating an Original Brand Voice
A strong brand voice should feel specific to the firm it represents. Terms such as “creative,” “collaborative,” and “detail-oriented” are common throughout the architecture industry. While these qualities may be accurate, relying on broad language makes it harder for an architecture firm to establish a distinctive identity.
Original brand messaging goes further by identifying how those qualities actually appear in the firm’s work and client relationships. For Michael Kirschman Architects, the goal was to develop a brand voice centered around thoughtful design which takes into account the multi-dimensional human impact, meaningful & sustained communication, and personalized attention throughout the architectural process. The messaging was crafted to reflect how the firm works rather than relying on generic industry language. This creates a brand voice that feels authentic to Michael Kirschman Architects while giving prospective clients a clearer understanding of the firm’s approach.
For Michael Kirschman Architects, crafting an original brand voice and clear value proposition helps strengthen the impact of his portfolio and engage that right target audience. A portfolio can capture a prospective client’s attention. Clear, authentic brand messaging gives them a reason to remember the firm and choose it over other options.