As a small to medium architecture firm, it can be challenging to compete with larger firms.

I hear it a lot. Large firms have more money, resources, and technology.

However, your small firm offers unique value to your clients that larger firms often can’t.

Understanding and communicating your UVP, unique value proposition, will help you compete in a competitive market and reach your ideal clients.

What is a UVP?

Your unique value proposition is a statement that communicates why your ideal customers should choose to work with you. It is how the service or product you offer intersects with your customer’s needs.

A value proposition differs from a mission statement, slogan, or tagline. It describes your solution and the value clients expect you to deliver.

An Example of a UVP

Let’s take a look at an example:

A small architecture firm focused on designing sustainable high-end residences might have the following UVP and mission statement:

Mission Statement: To design sustainable beauty.

Value Proposition: Beautiful, budget-friendly, sustainable homes.

Unlike a mission statement, your value proposition promises what your clients can expect when working with you.

In this case, the statement communicates the firm’s promise to deliver beautiful and sustainable homes at an affordable price.

You can expand beyond the headline by including a subheading. Several templates are available online. Here is one example.

Value Proposition Subheading Template 1:

(Your company) makes (task) simple and effective with (competitive advantage #1), (competitive advantage #2), and (competitive advantage #3).

Here is an example of the template in action:

Headline: Beautiful, budget-friendly, and sustainable homes.

Subheading: ABC Architecture simplifies building a sustainable home with product expertise and proven sustainable design principles.

Steps to write your unique value proposition:

1. Identify your ideal customer’s problem.
2. What benefits do your services offer your client? What is the value?
3. Connect the value you offer to the problem you are solving
4. Differentiate yourself as the preferred provider for your client
5. Use a template to help you develop your UVP

Another helpful tool is the Value Proposition Canvas, developed by Peter Thomson. I created a visual template for you to use. Download it below.

Your UVP as a small to medium architecture practice

As a small to medium architecture firm, you provide unique value to your clients. Consider the following benefits. Do any of them resonate with how you run your firm?

1. Personalized attention and client-centric approach
2. Flexibility and agility in project execution
3. Innovative design solutions with hands-on Leadership
4. Cost-effectiveness and value for money

Once you have identified what differentiates you from competitors and resonates with your target audience, you can highlight it through marketing. 

Ensure consistency by incorporating your UVP into all your marketing materials and touchpoints with your clients.