Time: 15-20 minutes
A small practice does not need a grand brand strategy. It does need a clear answer to two questions: who is the practice most useful to, and what kind of work should people remember it for?
This exercise produces a one-sentence positioning statement and a practical ideal-client profile. Use it to guide outreach, referrals, project selection and how the practice describes itself.
1. Start with the work you can credibly win
List three to five project types or client problems where you already have relevant experience, evidence or access.
For each one, note:
- What have I actually done before?
- What part of the work am I strongest at?
- What result or reassurance would matter to the client?
- Why might someone trust me with this rather than a larger or more established practice?
Do not begin with the work you would most like to photograph. Begin with the work you can explain, evidence and deliver.
2. Define the client, not just the project
Choose the type of person or organisation most likely to value that work. Describe:
- Who they are - private client, developer, architect, contractor, consultant, public body or another group.
- What situation they are in - planning a first project, needing additional capacity, dealing with a difficult site, seeking a design-led service, or needing dependable delivery.
- What they care about most - confidence, speed, design quality, planning risk, cost control, communication or specialist experience.
- What makes them a poor fit - unrealistic budget, unsuitable programme, unclear authority, misaligned expectations or work outside your capability.
An ideal client is not simply someone who can pay. It is someone whose needs match the way you want and are able to practise.
3. Find the useful difference
Complete each sentence: