by Grant Polachek
Rebranding has become an indispensable practice in architecture firms that want to adapt and prosper in today’s increasingly competitive market. Successful rebranding efforts can open doors of opportunity, increase client engagement and give firms a more robust footing within the industry — as seen with Jones & Associates, who recently revitalized its brand for future success. To demonstrate just that point, let us examine their story.
Jones & Associates was known primarily for traditional office design expertise until realizing the need to adapt to changing dynamics within the architecture industry. Recognizing corporate office design and construction demands had decreased due to abundant CBD office space available for lease. As a result, the firm embarked on an aggressive rebranding effort focused on mixed-use destinations that combined work-live-medical uses with residential.
Jones & Associates quickly emerged as pioneers in transforming office buildings into vibrant multi-use spaces, drawing in clients such as retail shops, medical services providers, and residential communities. Using their architectural knowledge and meeting emerging demands for flexible yet integrated spaces helped Jones & Associates secure competitive advantages for themselves and contribute towards revitalizing urban areas.
Architecture firms must focus on several essential strategies to initiate a successful rebranding initiative. Below are a few critical points.
As corporate office design requirements change and adapt, many architecture firms are shifting towards turning office buildings into mixed-use spaces that meet today’s new work-live-retail or medical destination requirements. Here are some effective rebranding strategies:
By joining forces with real estate developers, medical specialists, retail experts and others from different fields to form multidisciplinary teams capable of offering holistic solutions, you improve the quality of your projects but also position your firm as an all-in-one destination for work-life-medical developments.
Create spaces that can quickly adapt and evolve with changing demands of mixed-use environments, taking into account technology integration, sustainable principles and flexible floor plans to accommodate various purposes.
Niche specialization: Locate specific niches within architecture to establish yourself as an authority on those topics, whether healthcare, education, or hospitality are your particular areas. Focusing on specific sectors enables your firm to stand out amongst competitors by developing expertise geared toward them.
Thought leadership and content marketing: Build credibility for your firm through content marketing initiatives that demonstrate valuable insights, trends, and case studies from your expertise and showcase this knowledge as thought leaders within your firm. Publish articles, white papers, and industry reports showcasing this expertise, thereby positioning it within your field as a knowledge provider.
With architecture’s expectations shifting and maintaining a practice becoming more competitive, firms need to rebrand to stay relevant. The Jones & Associates story demonstrates how powerful an effective rebrand can be as they shifted focus from corporate office design towards mixed-use work-live-retail-medical facilities.
Grant Polachek is head of branding at Squadhelp, a professional branding/naming consultancy.