From Zero to Global Influence: Personal Branding in AEC

People in the AEC industry typically view branding from a narrow viewpoint–it concerns companies and products. I sat down with Vladimer Botsvadze, a global marketing expert and influencer, to discuss another dimension: personal branding and the opportunities it creates for individuals and companies alike.

Why build your brand?

My definition of a personal brand is how others feel about you. Branding makes them know, like, and trust you, so they want to do business with you.

This humanization is essential in architecture, engineering, and construction, where projects often involve significant investments and long-term relationships.

Vladimer emphasizes that trust in businesses and traditional advertising has declined for over 15 years. Buyers are increasingly skeptical of corporate brands and prefer to engage with relatable individuals who demonstrate their values and unique professionalism.

Personalities create trust

Historically, design firms were recognized by their founders’ names, who bore personal responsibility for their firm’s actions and reputation. Examples include Foster & Partners, Arup (founded by Ove Arup), Skidmore, Owings & Merrill (SOM), and Zaha Hadid Architects. We also know contractors like Bechtel, Turner, Hensel Phelps, and Bouygues by their founders.

But you don’t have to be a business owner to start building a trusted personal brand.

Vladimer argues that as AI will replace many traditional roles, those who have built strong personal brands will stand out. Professionals can ensure relevance in a changing job market by creating emotional connections with their audience and demonstrating their unmatched value.

Vladimer’s path from zero to hero

Today, Vladimer is a thought leader in generative AI, marketing, and digital transformation, a Fortune 500 consultant, a lecturer, and an Advisory Board Member at the United States AI Institute, to name a few of his achievements.

Vladimer has built his 15-year international career through the relentless and systematic use of online platforms. He started small–by sharing business stories from Forbes and Business Insider, exploring Pinterest, and following innovators and game-changers. He then started blogging. Today, he has over 130,000 followers on social media channels.

Vladimer believes that lifelong learning is essential. He calls YouTube his university but still reads 300-400 pages daily.  He also finds it critical to surround himself with smart people.

Traditional business school training does not prepare you for personal branding, Vladimer asserts.

“Even if you go to top business schools, you will never study how to build a personal brand, but you will study what worked in marketing in 1990. I mean, what was Nike’s or Adidas’ billboard marketing strategy.”

Personal brand and AI

The explosion of digital media offers a huge opportunity for personal brand-building.

“We are in the golden age of social media…There are 8.1 billion people in the world, 5.6 billion mobile users and 5.2 billion social media users. It is the easiest time and the best time in the history of mankind to be successful, to provide value, to create content, to connect with your consumers in meaningful ways,” Vladimer emphasizes.

However, there is a caveat to using digital platforms. They also enable companies to create AI-generated accounts that look and feel like humans. Meta is already doing this.

Vladimer believes that AI avatars will eventually replace today’s social media influencers. That’s why building human-to-human connections and personal branding are critical to future-proofing your success online.

You need an entrepreneurial spirit

Becoming visible online requires time and effort, not a substantial monetary investment. You can use free online services, be vocal at events, and showcase your expertise in many ways.

However, consistently showing up and having tenacity is everything; you should stay optimistic and not give up. I think that separates those who succeed from those who fade into obscurity. The most influential professionals treat their personal brand as an asset, nurturing it daily.

Starting your branding journey does not have to be complicated.

“You have a mobile device in your hand; you can hit record, you can hit save, you can upload to YouTube and share your insights with the world, your insight of what is trending in your industry, “Vladimir advises.

Ultimately, Vladimer’s journey proves that anyone, regardless of industry or background, can go from zero to global influence. It starts with a mindset shift: seeing yourself not just as a professional but as a brand, a storyteller, and a connector.

Visit Vladimer’s website at https://www.vladimerbotsvadze.com/ to learn more and connect with him.