Let’s look at what is in a BRAND. There are 4 quadrants to where your products are graded: -
The first quadrant is where your product is too generic and has no exposure WHATSOEVER to the market thus being irrelevant. In simple word, what is your Architecture? If you are doing the sort of Architecture as just another production oriented firm, you are in the stage of HOPELESS. This is where most startups are.
The second quadrant will see your product move vertical upward. You need your product to be relevant! So, technically you sell your stuff to Design and Built contractors and Developers who can immediately tap into your resources either on pro-bono, below market price or delay gratification basis. At this stage you move from being technically competent to technically intimate with relationship builds after time. You will be known among the circles of people who employed you and to a certain degree take advantages of you. Such your product or Architecture is still very generic in nature. This is what is probably known as COMMERCIAL ARCHITECT. You are just ONE of MANY!
The third quadrant is a horizontal approach. You tend to be Artistic and Passionate about what you are designing. You may have a grand scheme that nobody wants. Who cares? It fills your ego but it may not fill your hunger. You are born rich and you have no family to feed. It is OKAY! This is the sort of Stararchitect in the making. The Primadonna that NOT anyone can be. Your product is so distinctively individual that it is waiting for the right Audience to appear and to accept. The fact is you remain IRRELAVANT.
The fourth quadrant is a GRAND BRAND. It is highly relevant meaning acceptance by the Public and absolutely distinctive. This is where most of the successful practices are. What has it in common?
Your product must be CREDIBLE. Being credible means there must be a degree of trusts put upon your product either in production, services or design. Credibility can only be built upon years but you can destroy within second. That is why BRAND promises, INDIVDUAL don’t.
Your product must be UNIQUE but not necessary functional. There must be some kind of architectural concoction that only you can produce and everybody can remember it. That is your kind of Architecture.
Your product must be RELEVANT. In other words it must be CONTEXTUAL, FINANCIALLY and TECHNOLOGICALLY VIABLE and SOCIALLY ACCEPTABLE to a certain degree of POLITICALLY CORRECT. There must be the audience or consumer that constantly consume your product and perpetually financing you.
Your product must be MOTIVATING. It must create a following, a campaign or a movement so that the masses are your believers. This is where you make your product like a cult, religion or the “Opium”. You subconsciously imprint your Brand into people’s thought. You manipulating their desires and selections without giving people choice for selection.
In summary, reaching the Grand Brand is not too far off. It is a diagonal movement along the 4 quadrants. You make a balance between “one of many” and “waiting to happen”. Ultimately translating into creating your very own BLUE OCEAN.