2. 2
Today’s presentation
• Elements of a professional services brand
• Managing a successful branding project
• Messaging
• Creating ‘stand out’ in a crowded marketplace
• Brand management
Introduction
6. 6
Popular misconceptions
We don’t really
have a brand...
We’ll never get any
consensus, so it’s
not worth it.
Brand: Popular misconceptions
7. 7
The 3 core elements of a
professional services brand
8. 8
Brand: The 3 core components
Professional Services Branding
The 3 core components that, together,
make up a professional services brand:
1. Messaging
2. Values
3. Visual identity
10. 10
MESSAGING VALUES
IDENTITY
A compelling
description of
the benefits of
working with you
Your visual identity
and how it appears on
all published materials
Your values,
your culture and
the behaviour
of your people
Brand: The 3 core components
12. 12
Brand: Managing a successful project
The fundamentals
There are 4 fundamentals when it comes to setting up,
managing and delivering a successful branding project:
1. Be clear
2. Do your homework
3. Personality counts
4. Be brave
13. 13
1) Be clear
Be clear about what you are doing
Without a common understanding, you will never
succeed in getting consensus on a branding project.
Be clear about the process, key objectives, deliverables
and timetable.
Only then can you manage internal expectations.
Brand: Managing a successful project
14. 14
2) Do your homework
Expect to be challenged
If you cannot clearly evidence suggested changes to the
brand they will be challenged and the project will suffer.
The surest way to ensure a successful and meaningful
outcome is to listen to what your clients say about you.
Do your research, and do it well.
Brand: Managing a successful project
15. 15
3) Personality counts
Be true to yourself
A single message can be communicated through any
number of “voices”.
Developing and articulating a unique brand
personality and your own tone of voice helps ensure
communications don’t become stereotypical.
Brand: Managing a successful project
16. 16
4) Be brave
Have courage. Dig deep
There are few, if any, real differentiators among today’s
leading professional services firms.
Concentrate on creating a brand that is distinctive by
identifying one or two things what you wish to be known for.
You’ll end up with a much sharper brand that gets noticed.
Brand: Managing a successful project
18. 18
PRACTICE
SECTOR
INDIVIDUAL
FIRM
Effective messaging
talk about the firm
brand messages: proposition,
differentiators, benefits etc
talk about your sector/practice
sector knowledge,
case studies,
thought leadership
talk about your experience
showcasing
individuals, LI,
Twitter etc
Messaging pyramid
21. 21
Finding your point of differentiation
• Avoid the obvious
• Be ruthless
• Be authentic
• Dig deep
• Use your personality
• Develop your tone of voice
Brand differentiation
22. 22
Brand differentiation
Brand Vision
• Guides strategy
• Defines your purpose
and your promise
Brand Identity
• Connects with clients
and stakeholders
• Positive perception
• Amplifies brand character
Messaging
• Brand proposition
• Key benefits
• Services and products
Brand Values
• Code of conduct
• Guide to behaviours
and decision-making
• Culture
23. 23
Start with a vision
A great brand vision is short, simple and easy
to understand.
Sometimes referred to as a brand driver or brand
essence it should lie at the heart of a powerful
brand proposition.
Brand differentiation
25. 25
Nike
Bring inspiration and innovation
to every athlete* in the world.
*If you have a body, you are an athlete.
Brand differentiation
26. 26
Look at your values
Brand values can also provide a valuable point
of differentiation.
Instead of thinking about what you do, start thinking
about how you do it and what really matters.
You might discover something that sets you apart.
Brand differentiation
27. 27
adidas
Authentic
adidas is the first genuine sports brand.
Passionate
Passion is at the heart of sport and of every
true athlete.
Innovative
There is continuous innovation in every area
of our business.
Inspirational
Being inspirational helps build and maintain
relationships with the athletes we support.
Committed
Our commitment to athletes and sport is
uncompromising, unwavering and forever.
Honest
At all times and in all relationships, adidas
is genuine, ethical and fair.
Brand differentiation
28. 28
Coca Cola
Leadership
The courage to shape a better future
Collaboration
Leverage collective genius
Integrity
Be real
Accountability
If it is to be, it’s up to me
Passion
Committed in heart and mind
Diversity
As inclusive as our brands
Quality
What we do, we do well
Brand differentiation
29. 29
Look sharp
Your visual identity can help you stand out
from the crowd giving you visual impact through:
• Your logo
• Colour palette
• Typography
• Imagery
• Tone of voice
Brand differentiation
31. 31
Brand management
Branding?
We did all that
10 years ago
Wrong!
• There is no ‘start’ or ‘stop’
in branding
• Your brand has to constantly
evolve with your business
32. 32
Brand guardianship
• Regular reviews
• Consistency across digital and print
• Reinforce brand values – internal comms
• Grow your digital brand – content, social media etc
• Build reputation – engage and influence
• Invest in your brand – use and retain experts
• Adapt and change
Brand management
37. 40
Taking your brand digital
• It’s here to stay
• Change the way you work
• Clients and prospects are using it
• Social, content, h2h
• The difference between success and failure
Digital brands