One of the first things we learn is that how we dress determines how we’re perceived. School clothes, work clothes, church clothes, and my favorite, at home ensembles – not for public viewing.

Think of marketing as your brand’s wardrobe. It should be well coordinated, showcase your aesthetic, be appropriate for the situation, and inspire confidence in your attention to detail. The expression buttoned up comes to mind.

Intentional branding is a simple concept – every representation of you and your company should match the quality and value of the work you deliver.

From your website to your email signature; RFQ submissions to client presentations, every way you communicate is an opportunity to reinforce your value and stand apart from the competition.

marketing matters. 

It All
Matters

ArcheIntent programs and services aim to simplify DIY marketing, show you what works, draw up plans you can commit to, guide you in getting things done, and save you time and money in the process.

That’s a lot to promise, but we’ve figured out a way to make it work. For most of you, the barrier to DIY marketing is figuring out what to say and how to say it. And that's where we start. 

Some programs in development include:

Content Matters

Your website will often be someone’s first introduction to you. For most entrepreneurial architects and designers, your site least represents who you are, what you do, and what you stand for. 

Fortunately, creating content that people will remember and connect to is easier than you think. Yet most marketing and lead services created for architects don’t help you do it, or tell you how.

Your Story in Words & Pictures

Our first course (now in beta development) will teach you:
• what to write that will help you stand out from the others
• how to write it – writing for web, social media, and even blogs are all different
• photo evaluation & technical specifications so that images render beautifully on any screen size
• brand standards - core message, tone, design, and palette that you use consistently

Program formats under consideration:
• Get the workbook, follow the directions, do it yourself
• Get the workbook, come to a seminar (in person or live online), and do it together with peers and the instructor
• One-to-one workshops with you and partners, with the message crafted for you
 

Design Matters: Publishing Your Story

Your marketing efforts should be as impressive as the work you do – especially your website. These programs help you develop a consistent style, palette, and message to reinforce your value beyond the expected.

Website design:
• Build-a-Site Workshops – set aside time to learn as you build a modern site that adjusts to any screen size
• Calls to Action – making it easy for readers to do what do you want them to (sign up, attend, etc.)
• Website optimization – learn the terms and phrases your customer searches with
 

Marketing Matters: Distributing Your Story

• Social media marketing – what to spend your time on
• Content marketing – becoming a trusted authority
• Email marketing – schedule, content types, expanding your contacts
• Speaking engagements, professional association seminars – trade shows & local groups
• Networking – tips for introverts
• Events – plan your own
 

… and whatever is on your mind

Fill out the survey, or email me with your suggestions for additional topics to cover.

Darlene Susco, Founder

Darlene Susco, Associate AIA, is an award-winning brand and marketing strategist with over 25 years experience working with businesses of all sizes and all types. 

She is a founder and board member of the Architecture Resource Center, is a past President of the Connecticut Architecture Foundation where she also served as a director for nine years. She writes extensively on conservation and restoration of decorative finishes and historic landmarks, and served on the West Hartford Planning & Zoning Commission.

She lives in West Hartford, Connecticut in a house designed in 1936 by Walter Crabtree and recently discovered that he also designed the Plainville Public Library, her daily summer sanctuary as a child.