Taking Flight: Strategic Steps to Get Your Firm off the Runway
Dear Doctor,
Our architecture firm has been around for about a decade, but we’re still relatively unknown. Our competitors with similar portfolios get more recognition and win more high-profile projects. Even though we post our projects on social media, and we’ve recently refreshed our website, we still can’t seem to move the needle. How can we build the kind of reputation that makes potential clients take notice?
— Flying High under the Radar
Dear Flying High,
First of all, if your work is as good as you say it is (and The Doctor doesn’t know you, but of course, she believes you!), then you’re experiencing one of the most frustrating realities of professional services firms: that is, great work doesn’t always equal great recognition. But the good news is, you’ve come to the right place!
You know that question about whether the tree falling in the forest makes noise if there’s no one around to witness it? Well, the Doctor would say that if you’re an architecture firm, it’s not just designing great projects that matter: you gotta shake that tree to make some noise. Put another way, building your reputation doesn’t just happen in the background. Just like designing a project for a client, building influence happens strategically, intentionally, and consistently over time.
Now I probably have you crying in your proverbial soup. But don’t worry, it’s chicken noodle soup, the Doctor’s best cure. I’ll give you a couple of tips that will put you on the map in no time flat. See how well you can answer these questions (there will be a quiz at the end!).
What’s your value? Even before you push your foot on the gas pedal, you need to clarify why your firm should matter to your clients. Start by asking yourself some basic questions: what do you do differently or better than your competitors? You’re never going to be everything to everyone, so pick your lane and stay in it! For example, are you the sustainability wizards, the healthcare innovators, or the community engagement gurus? Decide what you want people to know about you, and make sure that everyone in your firm understands it and says the same thing (not always an easy feat). The more mouths you have chatting about your great work, the better off your chances for success!
What’s your expertise? Social media is fine (the Doctor admits to enjoying the occasional click and scroll, on ice, with a twist please), but without a message, you’re just posting an image without a cause. Instead of just showing what you’ve built, explain how you think and why your approach creates better outcomes for clients. Write articles, develop a blog that tackles real issues, host webinars, etc. Remember, smart people like to hear from other smart people! And, as a bonus, smart people hire other smart people! Need the Doctor say more. I think not.
Are you making new friends? Reputation building relies on making great connections, not just loud chest beating. Flying, I’m sure you have a list of journalists and potential clients that you want to reach. I’ll let you in on my little secret, which is that you don’t want to just pitch to them. Try to create authentic relationships in IRL by offering value. Be a resource, not a groupie, and watch the doors start flying opening, Flying.
Are you talking about the what, or the why? The Doctor has seen it time and again—firms talk about square footage, materials, and design features (booorrring!) when clients really care about outcomes (exciting!). Think of how you increased performance, employee satisfaction, productivity, or attendance rates. Metrics and personal anecdotes hit the high notes; dull statistics are off-key. As an added benefit, I know you’re not Dorothy, but clients absolutely love it when you can lead them over the rainbow!
Most of all, Flying, you gotta be patient. Eddie Cantor famously said that it takes 20 years to become an overnight success. You don’t have to wait that long, but don’t fret if success doesn’t happen as fast as a Tik Tok video. It’s more like watching a building rise floor by floor. Keep showing up like a bad (or good penny), do great work, and keep telling everyone about it.
Now go forth and fly high. The world deserves to know about your work. It’s on you to soar and make them embrace your greatness.