Architects don’t just design buildings anymore – they build reputations. Personal voices travel further and faster than firm messaging, and sometimes an individual becomes more recognizable than the company they work for. That can create tension, but it can also create opportunity. This week, Andrew and I are talking about what it means when the architect becomes the brand, and how personal reputation and firm identity can work together. Welcome to Episode 184: The Architect as Brand.
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Today we’re going to be talking about something that has become almost unavoidable in the profession: personal brands. Not that long ago, I wouldn’t have even used the phrase “personal brand” in the same sentence with the word architect. The idea of a personal brand felt like it belonged in marketing circles, not in a profession where most of us were focused on drawings, deadlines, and getting projects built …
Yet here we are. Architects have become visible in ways that extend far beyond the walls of their firms. Between blogs, Instagram, podcasts, and LinkedIn, it’s often the individual who gets recognized first – not the company. That reality has changed the way people think about us, and in some cases it has changed the way firms have to think about themselves. I’ve lived this myself. People frequently find me through Life of an Architect before they know the name of my firm, and that has created both opportunities and some pretty interesting challenges, which in no small part forms the basis for today’s conversation.
The Rise of the Architect as Brand jump to 6:20
The idea of an architect as a recognizable brand used to be limited to the rare “starchitect.” For most practitioners, reputation was built through completed projects, word – of – mouth, and the occasional mention in a magazine … but the last decade has shifted that equation. A blog post, a podcast episode, or a single Instagram reel can now reach more people than a traditional press release ever could.
That reality changes the game for firms. They once held the reins on how architectural voices reached the public. Today, a personal post by a young designer can travel further than the firm’s carefully curated content. It’s not that firm communications have no value – clients still expect professionalism and consistency – but those collective messages can’t compete with the authenticity of individual voices. When I started Life of an Architect in 2010, I wasn’t thinking about brand dominance. Yet over time, that personal outlet became a reference point for literally millions of readers. It’s a reminder that firms no longer own the conversation outright; they share it with the people inside their offices.
When Personal Overshadows the Firm jump to 14:14
BOKA Powell carries a respected reputation, built over decades through a combination of high – profile projects and the steady accumulation of trust within the profession. Despite that, I often encounter people who recognize my name well before they recognize the firm. That discrepancy is not the result of intention but of how personal branding functions in the digital age. The content I produce through the blog, podcast, and Instagram arrives in a format that is conversational, opinionated, and often tinged with humor or reflection. A personal narrative naturally carries more immediacy than a corporate one, and because of that difference, individuals frequently connect with me long before they understand the larger practice behind my work.
This imbalance can create tension for firms. After years of carefully cultivating a professional image, it can be unsettling to watch an individual voice carry further than the firm’s carefully managed messaging. Yet the situation is not inherently negative. Personal visibility often acts as a gateway, introducing clients and colleagues to the firm in ways that traditional marketing would struggle to achieve. My personal brand grew largely from writing about residential architecture, where emotional connection and storytelling matter, while the firm presents itself with a more measured tone suitable for commercial and institutional clients. Each voice serves a distinct purpose, and when both are allowed to function in their own way, the results can be mutually reinforcing. What appears as overshadowing on the surface may in fact be the mechanism that allows the firm’s reputation to expand to audiences it might not otherwise reach.
The Challenge of Many Voices jump to 29:59
If a single personal brand can complicate the balance of visibility, the presence of many simultaneously can seem overwhelming. Younger architects are building their professional identities before they have completed licensure, and they are doing so in highly public ways. LinkedIn posts discussing professional challenges, Instagram stories documenting design processes, and even TikTok videos explaining drawing techniques all contribute to a diverse and sometimes chaotic landscape of voices. These platforms are immediate and authentic, which makes them powerful, but they also blur the distinction between personal opinion and corporate stance. When a client or potential collaborator encounters a post, they may not pause to ask whether it reflects the views of the individual or the firm, which can lead to confusion.
Firms have historically tried to maintain control over messaging, often through tightly curated marketing teams. That model no longer holds in a world where every individual has the tools to publish and share their thoughts with a global audience. Attempting to silence or control these voices is ineffective and, more importantly, counterproductive. The better path lies in creating an environment where individuals understand both the opportunity and the responsibility of their visibility. Firms that encourage staff to be thoughtful, clear about their perspectives, and respectful of the company’s identity can transform what feels like a liability into an asset. Rather than striving for a single monolithic voice, a firm can present itself as a collective of articulate professionals, each with their own insights, united by shared values. The result is not chaos but depth.
Coexistence, Not Competition jump to 37:36
The assumption that personal and firm brands inevitably clash overlooks the ways they can actually reinforce one another. Over the years, my blog, podcast, and social media platforms have led to speaking engagements, invitations to teach, and even direct client inquiries. None of these opportunities existed in isolation. Each one ultimately circled back to the firm, creating visibility and credibility that a company – driven campaign might never have achieved on its own. Personal platforms thrive on authenticity, which helps build connections, while firm platforms offer stability and resources that give those connections tangible weight. When they operate together, the result is not dilution but amplification.
Firms that lean into this reality stand to benefit in ways that go beyond marketing. A client may find me through a blog post or an Instagram story, but their trust deepens when they realize that behind my personal voice is a larger practice with the capacity to deliver. This sequence of discovery – individual first, firm second – does not weaken the corporate brand. It strengthens it by layering credibility with humanity. Companies that encourage their people to share their perspectives are not fragmenting their message; they are showing clients that the firm is made up of talented individuals who each bring their own experiences to the table. In a profession where trust and relationships drive success, a firm that acknowledges and celebrates the coexistence of personal and corporate identity will always appear stronger than one that insists on controlling every word.
Keeping it in Balance jump to 42:00
The success of this coexistence depends on establishing clear expectations. Individuals must recognize that personal visibility comes with responsibility. When an architect speaks publicly, whether on a blog, in a LinkedIn post, or during a podcast appearance, the words can reflect on both the individual and the firm. Clarity is essential. Separating personal opinion from institutional position, respecting confidentiality, and maintaining professionalism even in casual formats are not burdensome restrictions; they are simply extensions of good practice. Personal brands gain strength from authenticity, but authenticity without accountability can create real problems.
Firms also carry responsibility in this equation. Heavy – handed attempts to silence or control personal expression rarely succeed and often create resentment. A better approach lies in providing what I call “gentle guardrails.” These might take the form of internal guidelines, conversations about tone and responsibility, or mentoring that helps younger staff navigate visibility without overstepping boundaries. In some cases, celebrating staff members who use their platforms well can be more effective than punishing those who misstep. When a firm treats personal brands as potential assets rather than inevitable risks, it fosters loyalty and encourages individuals to act with greater care. The balance is delicate, but when handled thoughtfully, it positions both the firm and its people to thrive in a profession where visibility matters more than ever.
Would you Rather jump to 49:58
Whenever you mix living a long time with the perils associate with time travel, you always have to address the issue of what happens if the future is a toxic wasteland and there is no hope for me since I know love forever … but we ignored that obvious dilemma in this question.
Would you rather live to be 200 years now, or be reborn every 100 years but in a random time period – past, present or future?
The conclusion for this question is that these are both terrible options to choose from, so it’s really a matter of how MUCH more terrible one option is over the other.
We did not agree …
Ep 184: The Architect as Brand
The rise of the architect as brand is not something the profession can ignore or wish away. Personal voices now reach audiences that firms once assumed only their marketing departments could access, and the influence of those voices is undeniable. My own experience shows how an individual’s presence can sometimes outpace the recognition of the company, yet the truth is that both identities ultimately depend on one another. A personal brand brings humanity, immediacy, and authenticity; a firm identity brings scale, consistency, and credibility. Treating them as competitors misses the point. When the two work together, the profession becomes more accessible and more trusted. The challenge for architects and firms alike is not choosing one over the other, but recognizing the strength that comes when personal reputation and firm identity coexist with intention.
Good luck,
