One may associate the word ‘brand’ with marketing or advertising or PR. What’s interesting is that as we continue to design or develop buildings, whether as designer or owner, spaces or site plans, residential or commercial, we are inherently branding something.
One of our first questions to most clients is, “What style do you want this project to reflect?” The answer typically leads to history, personal experiences, the tenant’s purpose and other influential design elements that help create a brand. Don’t underestimate that power and that opportunity to use architectural branding to help mold the final design. We do it naturally anyway.
~Barron Schimberg, AIA, LEED AP