Today’s design and construction marketplace is demanding, crowded, and getting more complex every day. In this environment, the importance of knowing exactly who you are, what you do, and why that matters is not just a good idea, it’s imperative to being successful.
Our client was engaged in a concerted effort to clarify its brand, both internally and externally. Their goal was to become a nationally recognized design practice in their two key markets: higher education and healthcare.
Having been around for nearly 140 years and still going strong, the company had also experienced some turnover in its senior designers in recent years. While it had filled some of the holes and was grooming individuals to fill others, firm leaders wanted to understand the impact of these changes. They had also opened a couple of branch offices and wanted to get a sense of their market penetration and perception in those locations.
The two relevant market sectors had become very crowded, with both regional and national competitors. The leaders were trying to understand what was unique about their brand and what clients’ experience told them about the firm’s brand.