How architects become brands

When you like a brand, it means you trust it.

You trust you will look good in their clothes, you trust the pen they make will make ink flow without interruptions, you trust their coffee will taste the same whether you're in Mumbai or Bangalore. You trust them to keep the promise they once made.

You will notice, they all have a very clear promise. A promise they make with words and keep through action.

As an architect, if you want to become a brand, you need both words and walls. Words to make your promise clear. Walls to prove it's real. Every door, every window, every material? they all speak. 

Which means your buildings already speak. But without the right words, no one hears them.

"Earn trust, earn trust, earn trust. Then you can worry about the rest." — Seth Godin