Stand Out: Storytelling at the Intersection of Brand & Business Strategy

What goes into building an architecture, design, engineering or construction firm with a distinctive brand, and why does it matter? What's the relationship between brand strategy and business strategy, and how does this determine success?

Through examples and experiences from the professional world, construction industry executive Daniella Jimenez (Guzman Construction Group), AEC business strategy consultant Elisabeth Sporer (SOarch) and brand strategist Lisa Boquiren unpack these questions.

The group will discuss the basics of brand strategy and business strategy; dynamic and static components of these strategies; and the role of impactful storytelling.  The group will also discuss what it means to successfully operate at the intersection of brand strategy and business strategy.

Co-presented by the AIASF Professional Practice Knowledge Community.

Presenters:

Daniella Jimenez,
Director of Marketing, Guzman Construction Group

Daniella Jimenez is a strategic marketing and business development leader with over 15 years of experience in the A/E/C and real estate development industries, based in the San Francisco Bay Area. Specializing in the development and execution of strategies that drive growth, strengthen client relationships, and support successful project delivery, she brings a proven ability to lead outreach initiatives and align business development with organizational goals. A San Francisco native, Daniella is deeply committed to building partnerships with community developers, local nonprofits, and mission-driven organizations—advancing initiatives that promote the growth of small and local businesses.

Elisabeth Sporer, AIA, LEED AP, CIC; A+D
Business Strategist and SO|arch Founder

Elisabeth Sporer works with CEOs, founders and leadership teams to build successful A+D firms through an integral approach that combines business strategy consulting with leadership coaching. Based in Northern California, she has presented at major AIA chapters in the region, including AIA Los Angles, AIA SF, AIA East Bay and AIA Central Valley, on topics like A+D business strategy, financial and practice management, ownership transition, entrepreneurship, mentorship, and international practice. She holds a Master of Science in Advanced Architecture Design from Columbia University in The City of New York and a Master of Architecture and a Bachelor of Architecture, both from TU Berlin.

Lisa Boquiren

A seasoned strategist and design & architecture aficionada, Lisa works with creative businesses on branding, marketing and communications. In her previous roles, as Director of Marketing at San Francisco Design Center, then at the legacy architecture and design firm EHDD, Lisa oversaw major rebranding initiatives.

Lisa also produces and moderates convergent conversations presented at AIA San Francisco, AIA Los Angeles, and during San Francisco Design Week—including most recently, Architect, Barbie, a panel discussion on women in architecture.

She has served as Chair, AIASF Communications Committee, and Editorial Advisor for the Small Firms, Great Projects publication.