BRAND YOU

Building The Professional Services Brand

How to Become the Recognized Expert in Your Field

What is branding and why is it important?

Branding is the process of developing an identification, awareness and added value for a product or service beyond its basic function. Brand personality is the set of human characteristics associated with a product or service. Brand equity is the value derived by the consumer from a product or service beyond the functional benefits provided.

The consumer receives value from a product or service beyond its functional benefits. For example, a first-time cancer patient is more likely to seek a well-known cancer center than a specific physician. The patient attaches added value to the organization because of its perceived expertise and quality

Unquestionably, becoming one of the elite brand names in your market makes attracting new clients a whole lot easier. Instead of pushing yourself at prospects, they now seek you out. You’re invited to speak at conferences, write articles, appear in the media etc...

When we speak of branding the professional services firm, it means something different than branding a consumer product. Obviously there’s nothing tangible- no pretty box, no (or at least not usually) catchy television campaign with a cool logo. (In fact for virtually all of the well-branded consultants their logo is the least remembered component.)

Rather, branding the professional services practice is about making prospective clients aware of who you are as something distinctive. Naturally a large part of this is the promise you are making about the value you provide. And it is this value that you want clients to remember.

We believe that this is what branding a professional services practice needs to focus on. The message of the value that clients receive. So what exactly do we mean by value? Here’s what we believe.

It’s not the pedigree of your consultants… it’s not your office locations…it’s not the years you’ve been in service…its not what you do. It’s…the benefits that clients get from hiring you.

That’s the promise. And when you look at those professional services firms that have become the recognized leaders in their fields, that’s what they’re known for…the benefits they offer.

(Now we’re not suggesting that the other information isn’t important. It is. But, it’s a matter of what you want to be known for. Is it really your years of experience? Office locations? Where you went to school? Or rather, the benefits that people get from hiring you?)

But is it worth it?

Opinions vary about whether a branding strategy will work for consulting and professional services and whether it’s worth the effort. Not surprisingly, we believe that it’s imperative. The reason we say this is because it is so difficult for firms to differentiate themselves in ways that are significant and memorable in the eyes of prospective clients.

Branding doesn’t happen overnight. That much is obvious.

Yet we find it surprising that while so many managing partners understand this fact, they still abandon the effort after only a short period of time. (And usually just before the payoff was likely to occur.)

You’ve heard it before, and at the risk of beating the proverbial dead horse… branding is a long-term commitment. Both to build the brand awareness and maintain it.

So what is the next steps you should take to build your brand?

To arrange a complimentary session to discuss this and to have your questions answered:

1. Call 919-290-3989

or...

2. Send an e-mail to coach@apexm-mg.com with "Please schedule a sample session" in the subject line. I'll reply with available dates and times and other relevant information.

or...

3. Complete the following form:

All correspondence is held within the strictest confidence. Please see our Privacy Policy.