Is marketing a 'dirty' word in architecture? with Rachael Bernstone

In this episode, Ayo talks to Rachael Bernstone, founder of Sounds Like Design and former architecture journalist of nearly 25 years, about why marketing has such a bad reputation inside architecture practices — and what changes when firms stop avoiding it.Topics covered:Why marketing feels like a "dirty word" to architects, and where that resistance comes fromThe link between university crit culture and adult reluctance to self-promoteWhy referrals remain the most important (and most under-used) channelThe shift from "client as patron" to "client as customer"Why most architecture websites fail to speak to actual clientsGateway/entry-level services and why partial offers are winning trust faster than full-service modelsHow framing a project distinctively builds authority that compounds across media and AI searchLead magnets as a thought-leadership and list-building toolWhy only 59% of architects say strategy is their real blockerResources Rachael Bernstone / Sounds Like DesignRachael's original "Is marketing a dirty word in your architecture practice?" emailRachael's marketing quiz for architectsAyo's strategic advisory services About the showThe Built Environment Marketing Show is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.Ways you can support this show Donate to help cover the costs for making this show📲 Share about the show on socials🔗 Follow us on Apple or Spotify📝 Leave us a review on Apple or Spotify💬 Tell a friend about the show who you think will benefit.