Singapore 28th September 2010
One of the toughest questions to ask when setting up a lighting design practice is how to position and promote yourself. Are you going market yourself as an all-rounder like a general practitioner or an expert specialist in a specific application. I know lighting design is a specialism by itself but within our profession there is still the opportunity to develop yourself as an all-rounder or as a specialist in a specific direction. Some become specialists in the hospitality industry, some in urban master planning, some in the special events industry and so on. It is quite amazing when you think about it how many lighting applications there are in our lives!
But when you start up it is generally not so that clients are waiting in line for you. In fact they probably have never heard of you and you will have to get on to your marketing horse to promote yourself. Which is the time where you also have to decide where to position yourself on the fee scale? It is already difficult to get commanding fees as a mature company let alone with little experience and references. The dilemma is that once you start with low fees it is hard to increase them as you create an initial image of low fees…
But even mature companies need to refresh their image from time to time and so are we at the moment. My company logo and image has been around for nearly 15 years now and with new young blood in the company, changing technologies and environmental responsibilities it is time to create a new look and possibly diversify our activities more attuned to the needs of the present market. We are revamping our website, have created a new logo to refresh the company look and more. You could call it branding.
Obviously over the years we have created a certain position in the market together with an expectation from our clients in regards to our expertise and design quality. Whether we can elevate our image to new levels is yet to be seen. But the changes herald new and exciting times which is stimulating and motivating for all in the company!