Many people think that it is all about architecture that makes the best building. In addition to the architecture, its branding is equally important. There is a symbiotic link that connects architecture to branding. This link can be easily seen in several iconic, signature or landmark buildings.
Combination of architecture and purpose is needed
You need to have a strong architecture of a building so as to protect it from naturally occurring phenomena such as sand dunes, ant hills, rock formations, “under water” caves and volcanos.
Along with the best protection, you also require sheer desire, energy, drive, and ego that bring technology and art together. It should also define a purpose and an agenda to effectively express the view point in creation of a building.
What does branded architecture implies?
Architecture encompasses several different dimensions, from the physical form of built environment to its psychological dimensions. It tells a lot about how an occupant would feel about that structure. To get a clear picture, the term architecture includes the overall built environment such as macro to micro, streetscapes, urban planning, structure, interiors, building, colors, finishes, shadows, lights, and emotional responses.
When this architecture is branded then it is referred as architecture branding. Branding is a kind of a promise or a user’s expectation to the benefits and prescribed features claimed by the marketing firm. In other words, brand is a form of a contract that defines, codifies, and outlines the expectations of user. It has to be relevant, real, and true.
A well-designed architecture can reflect, influence, redirect, and improve a brand message. On the other hand, a poorly designed architecture can also diminish, detract, and tarnish the brand message.
Architecture defines the stage and the parameters where the event will take place. It frames all the tasks that are going to happen. It engineer and craft responses to direct the way the user is going to experience the occasion. It makes arrangement for physical place to establish, and strengthen relationship with the business brand.
What are the factors to be considered when positioning an architectural brand?
Positioning of an architectural brand signifies the type of work that your business attracts and succeeds in accomplishing it. It also reflects on long term value and the type of emotional link one develops with client. Right positioning has a positive influence on the way the professionals who work at the job place relate to it. It is considered as the first step to develop a unique and a strong brand.
What are the four key elements of a positioning strategy?
Differentiation:
Differentiation determines the unique value and space that can be owned by a business in the marketplace.
Promise:
Promise implies the fundamental value that your business commits to consistently provide to its clients. It is one such thing that motivates its clients to select one firm over other firms.
Culture:
It is the soul of a business brand. It not just represents the values of the firm, but also establishes a “code of ethics”. Your brand culture links people on emotional levels to your business.
Purpose:
It is the reason for which your firm exist and also company’s long-term vision that is guiding it to move forward.
Conclusion
Buildings whether it is artful or not, serve a purpose for which they are built. Thus, understanding the importance of architecture and branding would prove advantageous in brand building of your business.