After experiencing Apple iPhone’s capabilities and mobile app ecosystem named ‘App Store’, Koreans realized the importance of the software. Government and commercial companies are now seeking ways to develop software potentials aligned with hardware potentials and secure qualified experts such as software architects. How one can make senior software professionals like software architects earn respect and position in the marketplace is very important to make Korea be more competitive globally. Generally speaking, software architects are neither well-known nor respected in Korea. In this paper, who software architects are and what they provide in the market, and how to promote software architect are examined via case studies in marketing and self reinforcing perspectives with implications. As a simple but effective leverage point to make better market ecosystem in labor supply chain related to IT industry, adopting marketing perspective to the software architect is recommended to get interests from individuals, commercial companies and government agencies. Branding with self motivation help the software architect be considered from virtual, invisible potentials to more tangible and visible potentials as we can see the Open Group in WW and KOSTA in Korea.