A visible expert is a professional with high marketplace visibility and a reputation for expertise. In this day and age, social media will bring you there.

One of the most challenging demands in marketing is maintaining authenticity, but it is an easier problem to solve than it seems. The sheer number of experts behind every firm in the AEC industry makes achieving authenticity a cinch—so long as technical professionals take a step out.

Patricia Cantley, Regional Marketing Director of Brown and Caldwell, describes her experience at her job and explains what steps she has found are necessary for marketing success in the industry.

As a part of their job, Marketing Coordinators need to consider the many areas where they can assist and enhance their firm’s branded message—from photography to company vehicles. Their work to make sure clients form a brand connection is what makes the firm go 'round.

Technical Staff's role in branding is crucial and a key component to customer service. As they interact with customers, vendors, staff, and consultants every day, they should prioritize their skill usage, know their brand back to front, and always lead with a good impression.

In order to quickly and accurately communicate your brand to others, you need to know it from inside and out. With Vision, Voice, Visuals, and Values, you'll be able to hit the four biggest facets to ensuring your brand is known. From there, you're already on the pathway to creating the brand guidelines that will make your company come together.

Branding envelops every aspect of running a company, and it is essential to understand what it is and how to control it. In order to have a successful brand, you have to consider more than just aesthetics, so what is it? Where do you have to consider branding and when is it relevant?