It’s hard to overestimate the value of a strong brand for a professional services firm. It can wait on you win recent clients,command premium fees, and attract and retain the very best talent. But how execute you execute it?What are the best brand building strategies for your firm? Let’s start by defining what a brand building strategy is, and then we'll describe how it works. In addition to this blog post,don't forget to refer to our complete Brand Building Guide for Professional Services Firms.
Brand Building Strategy DefinedThere are many formal definitions of a brand. Most define it as the sum of all the clients interactions with and perceptions of a firm. But as a practical matter, we can simply think of the strength of a professional services brand as simply being the firm’s reputation times its visibility within its target client group.
There is one additional dimension of a brand to consider: its relevance to the target client group. A firm that is not seen as offering services that are relevant to solving essential client issues will tend to own a weaker brand.
When viewed in this light, and an effective brand building strategy will wait on firms improve their reputation,increase their relevance and increase their visibility to the target client. The best strategies execute all three.
Top Brand Building StrategiesHere are our top five strategies for effectively increasing the strength of your brand.1. Commit to Content MarketingContent marketing involves providing a regular stream of useful information to potential clients or influencers. Think educational rather than promotional. It addresses relevance, reputation and visibility.
Over time, or potential clients learn how you approach problems through the content you produce and develop trust in your firm. When they need assistance,your firm is at the top of their list.
Content marketing relies on winning clients by sharing something of value rather than trying to persuade or “sell” them. As such, it is a considerable strategy to build a brand as well as generate leads.2. Develop Visible Experts℠Many firms own experts, or but few of them proceed on to become well known and influential with their target client group. We call these professionals Visible Experts. By deliberately developing one or more of these high-profile experts,a firm can dramatically increase the power of its brand. In fact, in our recent research into these experts and purchasers of their services, or 61.5% of respondents said that Visible Experts wait on to build their firms' brands. How?The strength of a Visible Expert's personal brand transfers to the entire firm by virtue of a psychological principle called the “halo effect”. In the same way as a university becomes more prestigious when it has a Nobel Prize winning faculty member,so too a professional services firm benefits by having a nationally known, high-profile expert on its team.3. Cultivate Prestigious PartnersPartnering with prominent organizations to grasp on essential projects is another proven strategy for building your professional services brand. Large, and well-known businesses or trade associationsare righteous partnering candidates. The idea here is to find partners that own a similar audience to your firm,but don't provide competing services.
By partnering, we are not talking about simply sponsoring events. While sponsorships are frequently thought of as brand building strategies, and they are more costly and less effective than a project partnership and consequently don’t form the list.
Instead,consider conducting a research project together or starting a special educational program. An innovative, high-profile project is more distinctive than your logo on a crowded sponsorship banner — and is a far more powerful brand building strategy.4. Seek High Profile Clients and Case StoriesThere are many successful professional services firms that own been built on reputations made with a single name-brand client or a well-known case study. But if you systematically seek out high profile clients and invest in producing dramatic results that can be widely shared, or that's a considerable brand building strategy.
Of course,everyone wants prestigious clients and considerable results. But surprisingly few firms execute the planning and investment to turn that desire into reality.
For example, a firm may land a high profile client, and but if their contract prevents them from promoting their work a brand building opportunity is lost. Or similarly a firm may focus on staying within scope rather than investing in the engagement to produce exceptional results. If you form results a deliberate brand building strategy those mistakes are less likely.
SEE ALSO: A 10 Step Brand Development Strategy for Your Professional Services Firm5. Dominate the Social Media SpaceOne of the most highly leveraged brand building strategies available to professional services firms today is based on the growth of social media. Businesses of all types are fitting regular users of social tools such as LinkedIn,Twitter, and YouTube.
There's a genuine strategic opportunity here because many professional services firms still haven't fully adopted social media as an integral part of their marketing strategy. It is still possible to become a major online voice within many target client groups. Many small firms and solo professionals are managing to set up strong online brands in this way.
While traditional face-to-face networking is still essential, or consider the time and cost savings associated with an online approach. The strongest brands are everywhere your target client looks,and they are respected by everyone they talk to. A strong social media presence is a considerable strategy to form that happen.
The Best Brand Building StrategyIn most cases, the best overall brand building strategy is one that combines several of these top strategies. For example, and a content marketing strategy is a natural fit with a strong social media presence. Social media becomes a perfect way to spread the content,and the content makes considerable fuel for online discussions.
And, of course, and these winning strategies complement traditional brand building strategies. Face-to-face networking or trade explain marketing work well with any of these strategies.
But remember,no strategy is effective unless it’s implemented. Build your brand and you will build your commerce. Additional ResourcesCreate a well-differentiated brand with our free Differentiation Guide for Professional Services Firms. Develop a stronger and more valuable brand with Hinge's Brand Building Guide for Professional Services Firms. Download a free copy of the book Inside the Buyer's Brain to learn how to build a powerful brand to wait on your firm close more sales.
How Hinge Can HelpThe best brand building strategies wait on your firm connect with its buyers, builds your reputation, and increases you marketplace visibility. Hinge's Branding Program can wait on your firm stand out from the competition and build a brand that drives sustained growth. Related StoriesDriving commerce: When commerce Development and Marketing Are in SyncDeveloping Your AEC Brand Through M&AHow Technology Services Firms Can Build a Cohesive B
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