The role of architects in building stone branding

 Publish Date: Sunday, February 18, 2018
The role of architects in building stone branding
Hossein Mahmoudi
Iranian original stones in the art of architecture today have a special place. It can be said that at least 20-30% of the most used and beautiful stones used in the world are exported from our country to the rest of the world from Europe to East Asia. But only export cannot create a profile and brand fit for a stone. What architects and specialists in this area pay particular attention to is how to process and grind for stone.
The role of architects in the branding of stone products
A simple stone that is not purchased in the country, with its proper processing when it comes to an appropriate polishing and glazing, enters the international arena with a new identity. For example, Iran's thunderstone is used in the world's 5-star hotels while there is no demand for it at a much lower price. It's interesting to know that when consumers in Iran are looking to buy Italian, Indian or Brazilian stones, they are actually buying home-made stones. Many of our stones have been exported to other countries as blocks in the absence of suitable cutting and processing technology, and as such, more valuable brands are entering the country. The anonymity of domestic brands in the market for home-made architects has reached the point where even some factories, by importing similar equipment and producing high quality products, are compelled to use foreign names (for example, Italian stones) to sell their products.
Architects have a huge impact on the stone industry market, and sometimes the market boom and recession will be followed by their decisions. Architects regularly observe journals and news about the use of decorative stones in different parts of the world, from famous buildings to hotels and ultimately to luxury homes. Using a particular type of stone by them will guide the behavior of the applicants and send an effective demand to the market. For example, Travertine Silver was a stone that some thought it should be used on sidewalks, but the application of it in the facade by one of the activists in the country strongly influenced its popularity and demand, or the use of the stone in Europe has increased its price by up to 4 times the Dehbid stone (the best of the homeland stones). So if today’s homeland stones do not have domestic demand and prevailing stones used are foreign brands, the origin of this signal should be probed in the logical approach of the architects. Architects have a thorough and subtle view of the choice of stone, from its dimensions, designs, and its integrity to its polishing and glazing and its implementation. When home-grown products are so scrutinized by experts in this area, they generally lack demand. In the meantime, instead of criticizing this group, it should be noted that this fact reflects the low productivity and sterility of the country's stone industry in the appropriate processing of stone products. The cycle of creating effective demand initially begins with the production of world-class products. When architects have a range of high quality stones, each building and construction can be an advertising and arena for institutionalizing the Iranian brand.
Improving the country's stone condition depends on the improvement of the processing of stone products. At present, our mines are working at low productivity and inappropriate technology. The products of stone cutting, which are the first step in the production process to make the right payment, giving attractive polishing and glaze, and also producing products whose implementation with the least possible flaws and possible beautiful form at all stages is defective. Obviously, when products are not offered in the proper quality, they will not be demanded, but these products will be a high quality and popular product for applicants when they are processed by another country and once again imported into the country. So the first step is to improve the condition of the mining equipment. The government has to buy and equip its technology with the prospect and potential of mines. Parallel to this approach, the government should provide a platform for linking architects and manufacturers and introducing homeland products to experts in the field. Holding conferences with an approach to expanding the use of domestic products can be a solution. In this regard, it is possible to introduce the most widely used foreign products samples and compare it with domestic processed samples. This also stimulates the supply sector of the country to produce high quality products. Equipping the supply sector, producing high quality products, and comparing them with foreign samples to experts in this area, is in fact a structured branding process for stone industry products.
Domestic architects must also learn the knowledge of stone in a country that is one of the richest countries in the world in terms of having stone mines. In this regard, the establishment of a school or a training base for the accurate knowledge of the stone and its application in different areas compatible with environmental conditions is worth paying attention to. Now, most of the accumulated experiences in this area are the result of trial and error tests, which are both costly, also increase the risk of investment. In the light of the true understanding of the nature of the various stones, the process of introducing and creating a market for it will be carried out with high speed and accuracy.


Tag : architects branding building stone