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Professional services firms are a difficult group to differentiate: business models, practices, frameworks and deliverables are all very similar. They sell something intangible – advice. And their brand is conveyed by people – highly educated, independent-minded people who don’t much like being managed.
So starting with image isn’t going to get you very far.
To build the organizational brand, you have got to uncover and operationalize the meaning in the work. Identity and expertise are the keys.