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…
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…
Every so often a name comes along that actually gets some publicity or has the money to promote itself on TV. I was horrified when I first saw this name on a TV commercial.  Wow. Launching a new consumer shopping service (or is it a payment service) is hard enough nowadays, without having to drag…
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…
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…
The goal of any brand strategy is to build a strong brand. That is because a strong brand—and an effective brand strategy—results in a higher return on investment for your marketing dollar. It is as true for professional services brands as it is for consumer products. Our focus into professional services has informed a clear…
While the current news is sensationalizing the potential airstrikes over the end of August in France and British Isles (and outside Europe too), the budget French airline company is buzzing  along nicely amongst happy travellers. They really are flying  higher and further from Paris Orly Airport, with their new re-branded name from Frenchblue to Frenchbee,…
Brand architecture may be the most misunderstood concept in branding. As a business professional, you’re probably familiar with the term “brand”. You may also be conversant with the expression of a brand through your “brand identity.” But we find that many professional services leaders are far less familiar with “brand architecture” and all that it…
What is a name worth? The National Park Service (NPS) and their concessionaire Aramark for Yosemite National Park recently announced they had recently settled their trademark dispute with the former concession licensee Delaware North Corp. (DNC) for a mere total over $12 million dollars – for their own names no less! Wow.  Now you know…