It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the very best talent. But how do firms build strong brands? In this article, I’ll share the best brand building strategies for professional services firms – many…
One of the most important responsibilities that professional services executives and marketing directors face is sustaining the health of their firm’s brand. A carefully managed brand is arguably your firm’s most powerful asset. However, if you aren’t diligent, the strength of your firm’s brand may begin to deteriorate. Your firm’s differentiators and positioning can lose…
 In the third part of this video series, Liz Harr will continue to talk about referral marketing. In the previous videos she shared what referral marketing is and how to increase referrals. Let’s say you’ve got that down, now how to do you keep the referrals that are coming your way? TRANSCRIPTION: Hi, in…
I talk with professional services clients every day, and I hear a lot of confusion and anxiety around the concept of differentiation. Top executives at firms small and large have heard that differentiating their business is important, but many don’t believe they have any competitive levers to pull that will make them stand out. Others…
Hinge specializes in providing marketing and related services for professional services firms. I use a slightly different term to describe the same kinds of companies – specialty services firms. As a business appraiser, I focus on the special characteristics of specialty services firms that can make them a bit more valuable than other kinds of companies. …
Any professional services firm contemplating a merger or acquisition deal has a great deal to think about. It’s easy to become overwhelmed by the myriad financial, operational and marketing details that surround such an event. But a successful integration rides heavily on the level of preparation you do before consummating the deal.  Use this checklist…
 In this video blog, Lee Frederiksen will talk to you about why your digital brand is so important and how it’s becoming more and more important. TRANSCRIPTION: Hi, I want to talk to you about why your digital brand is so important and it’s becoming more and more important. The first reason really starts…
Everyone has heard that you have to differentiate your firm. But is it actually important? And if so, how do you do it? What exactly is brand differentiation, anyway? They’re all critical questions, and they deserve some close attention. Let’s settle in and unpack everything that professional services firms need to know. Brand Differentiation Defined…
 In the second video of this series on referral marketing, Liz Harr will continue talking about referral marketing, something that everybody in professional services is used to when it comes to bringing in new business, generating more leads. TRANSCRIPTION: Hi. In this video series, I’ll continue talking about referral marketing, something that everybody in…
Brand identity is a frequently misunderstood concept. Much of this confusion comes from the loose and inconsistent use of brand terminology in the popular press—and even in the marketing industry itself. But “brand identity” not only has a very specific meaning, it is a powerful tool you can use to influence the way people think…