How to make your architecture practice stand out without competing on price

In today’s competitive commercial architecture market, many practices face a common challenge, commoditisation. Clients often compare firms primarily on fees, rather than the unique value each can deliver. But competing on price alone can erode profitability, limit creativity, and undervalue your expertise.

The good news is that architects can differentiate themselves in ways that go far beyond pricing and this can be done by strategically leveraging branding, storytelling, thought leadership, and client engagement. These strategies help practices attract better aligned clients, secure higher-value projects, and build a reputation as trusted design partners.

Here’s my practical guide for architects to stand out and highlight the real value they bring to every project

1. Develop a distinctive brand identity

A strong brand communicates who you are, what you stand for and the type of projects you excel at. Your brand should extend beyond your logo to encompass your design philosophy, tone of voice, and visual presentation.

How architects benefit:

• Clients immediately recognise what sets your practice apart.

• You attract clients aligned with your design approach rather than those driven solely by price.

Practical steps:

• Design a signature portfolio style that is visually consistent and reflects your design values.

• Define your practice’s unique value proposition, e.g., expertise in sustainability or workplace innovation.

• Ensure your website, social media, and presentations consistently reflect this identity.

2. Tell compelling project stories

A project portfolio is more than a gallery of images; it’s an opportunity to communicate design thinking, problem-solving and impact. Well-crafted stories highlight how your work solves client challenges and delivers measurable outcomes.

How architects benefit:

• Potential clients can envision how you will approach their project.

• You demonstrate design value beyond aesthetics, reinforcing your credibility.

Practical steps:

• Include context for each project: client goals, design brief, challenges, and outcomes.

• Share before and after visuals or process sketches to illustrate your design journey.

• Consider short video walkthroughs or interviews with clients, suppliers and other collaborators.

3. Establish thought leadership

Architects who share expertise and insights position themselves as trusted advisors rather than transactional service providers. Thought leadership demonstrates your understanding of emerging trends, sustainability, and innovative design practices.

How architects benefit:

• Builds credibility with decision-makers and potential clients.

• Creates opportunities for collaboration and invitations to prestigious projects.

Practical steps:

• Publish articles in industry outlets like Architecture & Design.

• Speak at conferences, webinars, or panel discussions on topics relevant to your target clients.

• Share insights via LinkedIn or email newsletters, focusing on challenges and solutions in commercial architecture.

4. Demonstrate the ROI of good design

Clients are increasingly looking for measurable outcomes from their investment including architectural decisions, such as operational efficiency, increased property value, or enhanced user experience. Demonstrating design ROI reinforces your value and differentiates your practice from fee-driven competitors.

How architects benefit:

• Justifies fees and protects margins.

• Positions your firm as a strategic partner rather than just a supplier.

Practical steps:

• Collect and showcase quantifiable project outcomes, like energy savings, productivity improvements, or increased occupancy rates.

• Include testimonials or case studies from clients highlighting the business impact of your designs.

• Use visual metrics and diagrams to clearly communicate the value added by your work.

Standing out as an architect is no longer about competing solely on price, it’s about clarity, credibility, and connection. By investing in branding, storytelling, thought leadership, client engagement, and communicating measurable design outcomes, your practice can attract better projects, build stronger client relationships, and elevate your reputation in the market.

Word of mouth still matters, but the architects who consistently differentiate themselves strategically are the ones winning high-value projects, shaping the built environment, and being recognised as design leaders, long before a proposal is even submitted.