In December we were invited by Fioranese Ceramics, a company with a long tradition in the manufacture of ceramics, to hold a Personal Branding strategy workshop at their Temporary Workspace in Fiorano Modenese (in front of the Ferrari factory!), a modern eclectic structure designed specifically for occasions like this.
Although our work is usually project-based and nothing to do with promotional events, we enthusiastically agreed to participate in the initiative because we firmly believe in companies that strive to create value beyond their own market.
A workshop for architects
The workshop, a co-training session held by Luigi Centenaro and myself, was aimed specifically at architects. A profession in genuine need of need personal branding. Who says so? They do! One of those present stood up and commented: “No one really knows what architects do. People only think about surveyors or engineers!”
With the help of Canvas a sizeable number of these professionals began developing a strategy to make a name for themselves and thus generate their own Big Name.
Drawing on inherent characteristics
During the mapping practice sessions, we were able to understand both the difficulties and obstacles architects encounter in the course of their work in terms of the energy and the creativity they draw upon to face challenges in their market. This inherent energy and creativity can make a big difference when used as part of Personal Branding Strategy.
Indeed, it is in this transformational stage that the architects really need professional innovation.
Done right, Personal Branding becomes an asset that generates business opportunities exactly in line with the value proposition on offer. And this, in turn, means that a sales-focused approach no longer becomes necessary. As we often note, there’s no shortage of ideas, however, a method is needed to help transform ideas into sustainable projects. And architects know plenty about projects.
If this topic interests you, then we recommend you read this excellent article (in Italian) that also features a video interview with BigName’s founder, Luigi Centenaro.