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OPINION
Y ou might think winning new projects has everything to do with a portfolio of high- quality work. And that’s obviously a big part of it, don’t get me wrong. But there’s another important factor that comes into play when owners decide which architecture, engineering, and construction firms to work with – the people on the project. Your personal brand wins you work, builds strong relationships, and keeps clients coming back to your team. Win work with your personal brand
Lindsay Young, MBA, FSMPS, CPSM
People make up a firm’s personal brand and what you deliver to clients. People enjoy working with and doing business with individuals they like and trust. This goes for most industries – from banking to insurance to event planning – and the AEC industry is no different. Your personal brand wins you work, builds strong relationships, and keeps clients coming back to your team. Just like a company brand, developing a personal brand takes time – years, even! It’s a reflection of your core values, beliefs, and vision. Your personal brand is not just about an image; it’s about interactions. It’s how you engage with others, from your handshake to your smile to your presence in a
room. Your energy attracts similar energy. Are you emitting the kind of energy you wish to receive from others? Consistent interactions over time will define your personal brand. You can deliberately shape your personal brand by setting goals aligned with it. Keeping promises and following up are vital components of your personal brand. Establishing recognition for yourself and your company is crucial for attracting more projects and opportunities. Consistency, engagement, and visibility (through online and in-person networking) are key in building
See LINDSAY YOUNG, page 4
THE ZWEIG LETTER JUNE 10, 2024, ISSUE 1541
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