Although Michelangelo marked his place in the history books as a painter, the dome of St. Peter’s Basilica is a testament that he was also one of history’s master architects. Today, the dome stands as one of the most recognizable structure in the world. Architecture helped shaped modern civilization and Frank Lloyd Wright called it “the mother art” because without it, he said our own civilization would have no soul.
True enough, the buildings and structures we see to this day are both a practical necessity and a product of a culture’s artistic expression. In the United States, the past five years has seen a rise in the architecture sector with workers growing by 5.8% to reach revenue of 45 billion dollars in 2018.
The number of architecture firms also grew by 0.8% and the number of employees has grown by 3.2 %. With the overwhelming majority of architecture businesses in the U.S being startup and small businesses, the competition to win clients is also growing higher. This makes it all the more important for these firms to step up and try marketing their service through a brochure with the following elements:
1. Headline: Come up with a headline that grabs attention at a glance. It also has to be one that highlights the benefits your company offers. This is much better and will probably be more effective than just slapping the business logo on the top part of the cover with a tagline that doesn’t offer anything helpful at all. For instance, a fitness club membership or a gym brochure which says “lose 20 lbs in 4 weeks” has more chances at getting a positive response than a phrase about customer service. The headline should be targeted to a problem the potential client might have regarding his office space or plans of having one and offer benefits in a simple but clear manner.
2. Cover: Design a cover that draws the audience in, so that they will also be encouraged to read the brochure in full. Great brochure have a clean look and would typically be made up of these three very important elements: the company logo, your headline of a catchy phrase that invites the reader to know more and flip the page. Phrases should also be set in bigger and should be fewer than ten words. Then place it at the top part of the brochure where it would easily be seen.
3. Main Text/Content: The main text should be at the center of the brochure’s layout and it should include the firm’s service information. This should also have the specific pricing information for projects that the firm are taking as well as a short guide or information regarding the services you are offering. Since you are marketing the firm’s service, list down the services you include because the customer may be expecting something else only to find out you specialize on small institutional projects. Minimal architecture is on the trend but you can’t assume the potential client immediately understands what that means. Make each step or service offered sound like an equally viable option that the consumer needs.
4. Call To Action: Make your reader want to take action. After reading the brochure’s content from top to bottom, your potential client finds it helpful and considers it as a viable choice for their next construction or building project be it for a house or a commercial property, comes the part where you should be able to encourage them to click on the link leading to your website, take note of your office address and pay you a visit or pick up the phone to give you a call. You’re free to offer a presentation or proposal, a money back guarantee for homeowners.
A well-designed brochure can decide the difference between an effective marketing tool and a piece of material that’s good to look at but doesn’t have the ability to garner and keep positive first impressions. When it comes to architecture, a brochure that is properly out together can attract other businesses to do their projects with you as well as potential investors. Here are some steps you may find useful for designing your own architect brochure:
1. Keep it simple: The most successful brochure designs for marketing services such as architecture, won’t necessarily have to be graphically sophisticated but should essentially look professional. Even though architecture is an art and what you’re promoting is your firm’s competitive capability to design a building or part of it, you would be surprised how much of the tasks in this industry are successful when it’s built around a simple but professional design concept. Keeping it simple doesn’t sacrifice the brochure’s visual appeal and you’re really better off with a modern, clean, corporate look than one that has too much going on.
2. Understand your audience: Before planning the design of your brochure, you need to have a good understanding of which part of the market is your audience and what they want. What would make these people choose to do business with you instead of the next firm? What’s the advantage of working with your company on an architecture project, whether it’s for business or something personal? What can you offer that they can’t find in your competitors? If you’re not sure what the answers to these questions are, this is a good time to consider asking them with the help of your sales force as well as your customers. Use the information you get by adding them as part of your brochure’s main features.
3. Make it linear: You actually have options and they’re not limited to using, designing or printing a strictly bi-fold brochure, especially if doesn’t go well with your content. Just because you have seen one format used by other firms, doesn’t mean it will work for your business too. To make an impact or achieve the desired visibility or response, a brochure don’t have to take the appearance of a folded college admission booklet. It all bills down to knowing what works for you and how you can mix it up without sacrificing your message or content.
4. Choose your material: It’s safe to assume you’re going old school in deciding to use a brochure as part of your firm’s marketing strategies, so while you’re at it, go for mass printing to reach a wider audience. Use high-quality paper, especially if you’re planning on mailing them out. Just make sure that you have the budget or the resources needed otherwise, incorporate your campaign into your online platforms. Depending on what you intend to use it for, the material you use for your brochure can very much relate to promoting your brand.
If your architecture business thrives on great customer service on top of topnotch design, not only will clients be recommending your services to others but also look forward to work on future projects with you. Below are some tips you can use to keep the clients coming for more, even with a client base that fairly looks good:
Depending on the type or format, a brochure can follow any size, although the following are the most common:
You may be crediting your firm’s early growth or success in unwavering customer service that sets you apart from the rest, but you still need to put the word out about your business. The good thing is that the clients you have satisfied can become your firm’s best advocates because architects also belong to the service industry which means service is at least as much about process (contracts, invoices, etc.) as it is about results (the building or establishment). You can build your brochure design around that concept as it further defines your brand and its place in an industry with relentless competition.