As the competitive nature of our industry increases, so does the importance of branding. Architectural firms are largely not differentiated in the eyes of clients. A strong and compelling brand can attract profitable projects and clients in line with the firm’s, or individual’s, talents and creative ambitions. This session will help leaders of architectural firms and individual architects understand principles of branding and how to identify/develop a brand that creates value for themselves and their clients. Participants will be introduced to the business systems that need to be developed, implemented, and sustained to consistently deliver on their brand promise.