This one should be simple, but is often one of the most overlooked essentials of business planning.
Know who you're marketing to, who do you most want to work with, what makes a client a good client for your firm? As you define this ideal client, you can develop a “persona” that helps focus your marketing to put your brand in front of people who want and need your services.
When firms try market to everybody — to be all things to all people — marketing activities tend to be less effective and may only succeed in attracting prospects and projects that really don’t fit your firm.
As an architecture firm, your audience could range from city and county developers to homeowners, and everything in between. Selecting specific audiences will help focus your branding and the tone and type of marketing.