[Branded] What is an Online Brand and Why Does it Matter for AEC Firms?

This episode marks the start of an exciting series called [Branded] How to Build & Manage Your AEC Firm’s Online Brand.

This special series consists of four bonus episodes that will guide you through the process of creating and maintaining online marketing assets to establish a consistent brand experience. And guess what? The Branded series is proudly presented by OpenAsset.

OpenAsset is a game-changing Digital Asset Management platform designed specifically for AEC and real estate firms. It empowers you to create top-notch online brand assets and RFP responses swiftly and effortlessly. Check out their website at www.marketerstakeflight.com/openasset to learn more about OpenAsset.

Now, let’s dive into the heart of today’s topic: What exactly is an online brand, and why is it so crucial for AEC firms?

In this digital age, your brand is more than just a logo or a catchy tagline. It encompasses the entire experience your audience has when they interact with your firm online.

So, what does an online brand entail? It covers your website, social media profiles, online content, and the overall perception of your firm in the digital space. It’s how you present yourself to the world and how you differentiate your firm from the competition.

We all know that in this digital age, building a strong online brand is paramount. It’s not just about having a pretty logo or a memorable tagline. Digital branding goes beyond that and offers incredible benefits for AEC firms. Let’s take a closer look.

The first benefit is recognition. When your brand is strong and consistent across all digital platforms, it becomes easily recognizable. Think about it—when you see those golden arches, you immediately know it’s McDonald’s. The same principle applies to AEC firms. Is your online brand simple and minimalistic, or is it eye-catching and wild? Can your employees, clients, and potential clients quickly identify it? You want your brand to stand out amidst the sea of engineering firms, for example. Start by ensuring that everyone on your team knows your value proposition and can readily explain how your brand distinguishes itself from competitors.

Building a recognizable brand helps potential clients and employees easily identify and choose your firm over the competition.

Now, let’s talk about reputation. In today’s digital world, online reviews and peer recommendations hold significant weight. Having a positive online reputation can make or break your business. When people trust your brand, they are more likely to choose your services. Therefore, it’s crucial to focus on building a strong reputation by consistently delivering exceptional work and actively engaging with your audience, including partners, clients, and community agencies.

Brand loyalty is another vital benefit of digital branding. When you build a brand that resonates with your audience and consistently delivers value, you cultivate a loyal client base and a strong employee base. To foster brand loyalty, you need to develop an authentic and relatable story around your brand. For instance, at Full Sail Partners, we don’t take ourselves too seriously. We like to have fun and are often the first ones to sing karaoke at any event. Our marketing team ensures that this fun and wild side of our brand comes across in all our online brand elements, shaping our events like our summer Vantagepoint demo series and calling it Dashboard-Palooza as if it were a music festival. Our clients have come to expect this and enjoy our lively approach.

Take a look at all your digital assets, including your logo, mission, value statements, visuals, and copy. Are they authentic to what your company stands for and what it’s actually like? Are they relatable to your

Here are some highlights from the episode:

• Introduction to the “Branded: How to Build & Manage Your AEC Firm’s Online Brand” series presented by OpenAsset

• Definition of an online brand and its significance for AEC firms in the digital age

• Benefits of digital branding for AEC firms

• How to leverage your AEC firm’s online brand to stand out