Be The Brand in Architecture
PRASHANT MAHESHWARI
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First Edition: 2022 Price: `199/ISBN: 978-93-5554-003-4
All Rights Reserved All the ideas and thoughts in this book are given by the author and he is responsible for the treatise, facts and dialogues used in this book. He is also responsible for the used pictures and the permission to use them in this book. Copyright of this book is reserved with the author. The publisher does not have any responsibility for the above-mentioned matters. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher and author. Layout and Cover Designed by Pendown Graphics Team Printed and Bound in India by Thomson Press India Ltd.
CONTENTS Preface
1
Introduction
4
Acknowledgements
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# Challenges Part–1 Do what you Love and get Well-Paid!
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Part–2 Architects/IDs Work so Hard and get so Little Credit!
Part 3 Who is the BOSS of the Project? Build your Authority!!!
Branding Tool 1
Analytics and Insights
Branding Tool 2
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Who is your Ideal Customer? Identify your MVA (Minimum Viable Audience)! 18
Branding Tool 3
Establish an e-mail list
Branding Tool 4 Start Blogging
Branding Tool 5
Build your/your firm's Branding and Presentation
Branding Tool 6
Build your Personal Brand
Branding Tool 7
Differentiate yourself by offering Strategic Services
Branding Tool 8
Create a Marketing Checklist: Keep the Momentum going
Branding Tool 9
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24
27
31
33
36
Maximize the Use of Branded Material and Latest Technology
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Conclusion
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And Hurray Here's THE GREAT NEWS
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PREFACE
T
here is this very interesting incident where a couple approached a very famous Architect to design their "Dream Home." During the meeting, the Architect asked them to acquaint him with their vision and describe in detail what they had in mind. For the next twenty minutes, the couple excitedly explained what they wanted their Dream Home to look and feel like.
Once they were done, the Architect quietly picked up a pencil and sketched speedily for a few minutes. Then he presented the sketch to the couple. The couple smiled delightedly on seeing the sketch and said, "Yes, that's our Dream Home. Then they asked the Architect for his consultation fees. The Architect quietly replied," 1 million Rupees." The couple were shocked and blurted, "So much money just for a piece of paper!!!" The Architect took the paper back with a smile, and then he erased the drawing. He then gave the paper back to the couple calmly saying: "The Fees is for the Drawing, the paper is for FREE!!!"
Preface
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ACKNOWLEDGEMENTS
F
irst and foremost, I would like to thank my parents, Late Sh. PK Maheshwari and Smt. Madhu Maheshwari, who gave me abundant love and provided a nurturing environment during my early childhood years, which enabled me to grow up as independent and self-confident. I’m eternally grateful to my uncle Late Sh Kirti Kr Maheshwari, who took me under his mentorship when he didn’t have to. He taught me discipline, how to do Sales, manners, respect, and so much more that has helped me succeed in life. I truly have no idea where I’d be if he hadn’t given me an opportunity or became the Mentor whom I desperately needed at that age. I would also like to thank my awesome wife Ruchi. From reading early drafts to giving me advice on the cover to keeping the munchkins out of my hair so I could edit, she was as important to this book getting done as I was. Thank you so much, dear. I would also like to thanks my Dear son, Devyansh who helped me with content in branding tools. God bless him always.
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Be The Brand in Architecture
I would also like to give my gratitude to all my Architects and Interior Designer Friends, who for the last 25 years have given me opportunity not only be their preferred vendor but also guided me which products to add on as per the future trend in the industry. I want to thank EVERYONE who ever said anything positive to me or taught me something. I heard it all, and it meant something.
I want to especially thank my Life coach Mr. Akshar Yadav for his suggestions, feedback, and encouragement to publish a book that could be helpful for every architect and designer, not just in India but world as a whole. I want to thank God most of all, because without God I wouldn’t be able to do any of this.
Acknowledgements
3
INTRODUCTION
A
rchitecture is a challenging profession indeed. It is a series of ongoing struggles, and almost all Architects start in struggle and survival mode. Many remain in that mode forever, some grow over time and manage to make do, and certain others manage to sustain themselves fairly decently. However, regrettably only a relative few become truly successful. Success in Architectural practice is tricky and elusive. This can often be pinned down to one critical reason. It is a belief that most Architects hold onto staunchly, irrespective of the size or magnitude of their practice or years of experience. They believe that if they passionately and single-mindedly put their energy into creating great Architecture, business, and financial success, will follow automatically. Sadly, many years down the line, they still find themselves struggling, fighting to keep their heads and their practices above water. Most of them never manage to bag premium clients or projects that the successful practices get easily and effortlessly.
I have been blessed to have had the opportunity to work with nearly a thousand architects throughout my career and many of them have progressed to becoming close friends from just being clients. 4
Be The Brand in Architecture
Having closely observed their challenges and achievements I was struck by the disparity in the fraternity. While some architects were skyrocketing right upm to the stratosphere, others seemed to be even struggling to find their footing on solid ground. This set me thinking as to why this disparity existed, what were the successful ones doing and what was it that those in survival mode were not getting right.
This book was born out of my persistent desire to find the winning formula and replicate and share it with those who needed it to win big. So, what is it that a successful Architecture practice does differently? If you are an Architect and you feel you are not achieving your business potential. This question should be the catalyst for you to review how you are running your practice.
Stop, think and analyze. What are you doing, or not doing, that's keeping you from succeeding? What's blocking you from creating phenomenal success? I guarantee you that your review will reveal some very common but critical mistakes that most Architecture practices make. These mistakes and how to avoid them to achieve unprecedented success are what I will discuss in this book. My name is Prashant Maheshwari, and I am the Director of Ventura International Pvt Ltd.
For the last 26 years, we have been in the Business of premium Architectural Products for Interiors and Exteriors. We have Introduction
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been helping Architects and Interior Designers get the right product at the right time so that they can create a project that can be considered a masterpiece.
The topic of this book is relatively unique compared to my profile. The reason I am writing this book is because I see my Architect and Interior Designer friends struggle a lot. And My Heart bleeds when I see my fraternity struggling to get the projects they desire and expand their business across the world. And all those people who are teaching digital marketing are not really able to help these people because they do not understand how this industry operates, but I do. So I took up the challenge of developing and implementing all forms of marketing systems and strategies specially tailored to Architects. These strategies are guaranteed to transform their business and establish them as the brand they deserve to be. This book is driven by my passion for helping the Architect & Interior Design fraternity succeed and is a labor of love.
So without further ado, let's deep dive and look at the challenges and then their solutions………
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Be The Brand in Architecture
# CHALLENGES Part–1
DO WHAT YOU LOVE AND GET WELL-PAID!
W people.
hen I first came in contact with the Architect community, I believed you were all well-paid smart
I was partially right, at least!
Smart, you guys definitely are. Well paid would be debatable, I guess. With close observation, I realized that you people are not great at marketing and, therefore, often end up being undervalued and underpaid. This in itself is paradoxical, to say the least, because you are pretty good at communicating and still not good at marketing.
There could be myriad reasons for this paradox. It could be that you are so focused on getting every design detail perfect that you miss the importance of marketing. Or you are maybe lost in the clouds of imagination surrounded by the fog of creativity that you fail to spot the practical realities of # Challenges
7
business. Or it could be that you are just plain too smart and don't realize how your clients undervalue your contribution. Or maybe you don't want to state the obvious. Perhaps your biggest fault is assuming that your clients understand the value of what you are doing. The truth is that we (the general public) do not always truly understand and appreciate the worth of your work. You need to accept this harsh fact and teach us about the value in a manner that we can marvel at and appreciate your creativity and skill and be willing to pay what you deserve for your services. I think Architects and Designers get a raw deal. But the fault isn't yours. You have been sold a lie!
You have only been taught one thing. To focus on great design implicitly fostering the belief that people will recognize the value of good design.
Unfortunately, no Architectural/Design schools prepare you for the Business aspect of the creative process, to venture into the real world where money and not creativity is at a premium. They teach you to make great designs, but they don't teach you how to market them and be successful business owners. And that's the crux of the problem. Now you might say, "Why should I have to choose between doing projects which I don't love or doing projects which I love but not getting paid enough." The Good news!!! It isn't too late!!! 8
Be The Brand in Architecture
Here are a few Tips/Suggestions to help you do what you love and get paid for it well.
YOU Deserve Better Step–1
First, you yourself need to believe in the value you bring to your clients. This battle is first played out and won in your own heart and mind. To reaffirm and strengthen your belief in your own ability to add value, think of a time when you helped a client who came to you frustrated and with no hope,or when you successfully completed a particularly challenging project. Reliving that achievement will build your self-esteem significantly. Step–2
Now, you need to communicate that value to your clients in a way that they can understand. Now, this might seem like the bigger challenge but believe me, once you are completely sure of your own worth, it is easy to communicate it to others as well.
Most Clients or people don't know the true value of an architect, and they surely don't value what you bring to them. Chalk out and list all the services you provide that add value to their project and make life easier and more comfortable for them. Show them the expertise you bring to the project; otherwise, they will treat you like a commodity and most of the time, you will end up trying to justify your fees or push back on price or lose out on projects that you should be winning.
# Challenges
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