Reputation is absolutely essential for architects. Your reputation directly affects your ability to attract and retain clients, partners, and talent.
A good reputation can also help you stand out from the competition, win awards, and generate referrals.
According to a survey by the Royal Institute of British Architects (RIBA), reputation is the most influential factor for clients when choosing an architect, followed by previous experience and personal recommendation.
Reputation is always a key factor for architects when seeking new opportunities, as it can demonstrate their credibility, expertise, and value.
Let’s take a look at some of the practical techniques that help improve and manage your reputation as an architect.
What makes your reputation as an architect
Reputation is not only based on the quality and outcome of the projects but also on the process and relationship with the clients and other stakeholders. Here’s what it’s made of:
Your track record
Obviously, the results of your work speak louder than anything else.
However, until you can access unique and creative projects where your talent and creativity will shine, focus on consistency in all other areas!
How organized you are
This one is big! There are so many great architects in the UK who are not easy to work with just because of how disorganised they – and their contractors – are.
Vet your contractors properly, too, because the impression they leave with the clients and other stakeholders can tarnish your reputation by association.
Project management may seem detached from your architecture skills, but it will pay off sooner than you think.
Your communication and helpfulness
In a world where so many architects deliver similar quality work, clients may remember how working with you made them feel, and not the technical specifics of the project.
Learn to manage client expectations well and use convenient client communication software that will structure all your efforts.
How you present your work
Being good is one thing; letting everyone know you’re good is not always the same.
Your portfolio is a showcase of your work and skills. Organize your portfolio to highlight your best projects, your design philosophy, and your unique value proposition.
Update your portfolio regularly and make it accessible online and offline.
Use professional photography, testimonials, and case studies to enhance your portfolio.
Your online presence is your digital footprint and your first impression. It should reflect your brand identity, values, and personality.
You should create and maintain a website, a blog, and social media profiles that showcase your work, expertise, and industry insights – more on your online reputation below.
Online reputation management for architects
Online reputation in 2024 is one of the foundations of your success as an architect.
Your potential clients, contractors, employees, other stakeholders in your projects, and even your competitors – everyone googles you. Your online reputation deals with everything they see.
Online reputation is a bit different from the conventional understanding of reputation.
In a way, online reputation is similar to SEO – and it determines how well (and broadly) your brand is represented online.
Please note that the Internet is not limited to whatever part of it you’re used to the most. Online reputation means representation on all possible platforms and websites.
To understand it better, Google any major architecture brand. All of the results you see = their online reputation.
Some of these results are in their control, others are not.
In a nutshell, managing your online reputation as an architect means increasing the number of results you control and decreasing the number of negative and neutral results you don’t control.
That’s it in terms of strategy. Tactically, managing your online reputation means:
Creating profiles and properties for your brand
Once you’re done with these, make sure you have all the major social media profiles, even if you don’t plan on posting too often. X.com, YouTube, Facebook, LinkedIn – all of these are a must, both personal and corporate pages where appropriate.
Sometimes, to secure your online reputation proactively, you will want to create profiles on more high-authority websites like Reddit, Quora, some niche forums, and more, even including obscure sites if you need the extra push.
Optimizing these properties
First, make sure each of your profiles has the brand name (both you and your company name) and a text snippet with the main areas of your expertise, as well as the locations you operate in.
Second, interlink these properties to create a strong network of profiles that power each other up. Wherever possible, place links to your major profiles.
If you are submitting your website to a directory, link to your X.com account as well, and if you are publishing a guest post, link to your YouTube channel, too.
Monitor your online reputation
You must track and measure what anyone online thinks and says about you. You can either use specialized tools, including surveys – or at least setup Google Alerts for your company and personal names. This service will send you an email each time Google indexes a new mention of your brand.
You should also respond to and resolve any negative or inaccurate comments, reviews, or complaints in an empathic, honest, and professional way.
You should also leverage and amplify any positive or flattering comments, reviews, or testimonials using gratitude, recognition, and promotion.
If you are dealing with an online reputation crisis – the best advice would be to abstain from arguing and lay low for a bit. Even the worst viral moments are forgotten within weeks unless you make them worse.
Building out your reputation as an architect is a long, ongoing process, both online and in the real world.
We suggest you start by signing up to PlanMan and structuring all your project management, client communication, and paperwork. Good luck!