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b2b brand strategy

Why Law Firms Need Brand Strategy

April 22, 2016 —

Why Law Firms Need Brand Strategy

Consulting Firms are brands too Within professional services and consulting firms, there’s very little that distinguishes one brand from another. Practice areas and services all lead with the same claims: excellent client service, tailored solutions, and global reach. So much similarity makes all consulting firms blend together. Taglines echo. Logos mirror each other. Marketing copy follows the same jargon. Ultimately, they become indistinguishable. As the shift to a buyer’s market solidifies, competitive rivalries intensify. It’s no longer enough for a firm’s identity to be solely linked to...
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Time to Reconnect Your B2B Brand to Your Bottom Line

March 9, 2016 —

Time to Reconnect Your B2B Brand to Your Bottom Line

Is your B2B brand disconnected from your daily operations? Do your senior executives consider your brand as they make decisions, sell to clients, hire staff? Are your employees able to draw from your brand the inspiration and motivation they need to be effective and gratified in their work? Do your partners know enough about what your brand is trying to achieve to offer the best possible assistance? Are your investors believing that your brand is building value for them? Do your customers resonate with your brand in ways that distance you from your competition? If your brand is simply a logo...
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Capitalizing on the Human Dimension of Professional Services

March 24, 2013 —

Capitalizing on the Human Dimension of Professional Services

I find it ironic that many of the most people-driven enterprises in our economy – law, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too, institutional websites of professional...
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