Have you ever wondered why professional services firms struggle with branding? The answer lies in the ambiguity of the concept of brand itself. Ask branding professionals what a brand is and you will get a variety of theoretical answers that often feel disconnected from the practical work of partners - the essential players in building and delivering the brand.
In the world of professional services, it's a people-centric business where personal and firm brands are inextricably linked. Fee earners, the backbone of the business, serve as the primary channel for the brand experience. A simpler approach to branding is through the lens of trust, the universally recognised key to success.
If you start with trust, then the simple definition of your brand is 'your brand is what you're trusted for'.
By asking "What do our clients and prospects want to trust us for?", you can identify the elements that contribute to maximising their trust in the firm, its practices and its partners. The effect? Every little bit of trust doubles your sales opportunities and customer loyalty.
TrustLogic® provides a practical way to define and maximise brand trust for the firm, practices and partners, all in a way that is aligned and intuitive for everyone involved. It's logical, robust and practical - so practical you can learn it in an hour.
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