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Developing a more distinctive brand proposition
This document discusses branding for professional services firms. It covers the key elements of a professional services brand including messaging, values, and visual identity. It also discusses managing a successful branding project by being clear on objectives, doing research, developing a unique personality, and having courage to differentiate. The document provides tips on creating effective messaging and standing out in a crowded marketplace by focusing on vision, values, and visual identity. It emphasizes the importance of ongoing brand management through regular reviews and reinforcing values internally and online.
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Developing a more distinctive brand proposition
- 1. 1 Branding Developing a more distinctive brandproposition 29 September 2016
- 2. 2 Today’s presentation • Elements ofa professional services brand • Managing a successful branding project • Messaging • Creating ‘stand out’ in a crowded marketplace • Brand management Introduction
- 3. 3 What is brand? Brand • Muchoverused • Often misused • Sometimes abused IntroductionIntroduction
- 4. 4 Popular misconceptions Brand...? It’s ourlogo I don’t really see the value in branding. Brand: Popular misconceptions
- 5. 5 Popular misconceptions Branding? We didall that 10 years ago We want to do our website first, then we’ll look at our brand Brand: Popular misconceptions
- 6. 6 Popular misconceptions We don’treally have a brand... We’ll never get any consensus, so it’s not worth it. Brand: Popular misconceptions
- 7. 7 The 3 coreelements of a professional services brand
- 8. 8 Brand: The 3core components Professional Services Branding The 3 core components that, together, make up a professional services brand: 1. Messaging 2. Values 3. Visual identity
- 9. 9 Brand: The 3core components MESSAGING VALUES IDENTITY
- 10. 10 MESSAGING VALUES IDENTITY A compelling descriptionof 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
- 11. 11 The fundamentals ofmanaging a successful branding project
- 12. 12 Brand: Managing asuccessful 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 Beclear 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 yourhomework 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 Betrue 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 Havecourage. 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
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- 18. 18 PRACTICE SECTOR INDIVIDUAL FIRM Effective messaging talk aboutthe 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
- 19. 19 BRAND/ MESSAGING WORKSHOPS CLIENT VOICE INTERVIEWS YOUR KEY MESSAGING COMPETITOR MAPPING Finding yourmessage brand gap insight personal ity ton eofvoice Effective messaging
- 20. 20 Brand differentiation: Creating ‘standout’ in a crowded marketplace
- 21. 21 Finding your pointof 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 avision 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
- 24. 24 Ferrari Ferrari, Italian excellencethat makes the world dream. Brand differentiation
- 25. 25 Nike Bring inspiration andinnovation to every athlete* in the world. *If you have a body, you are an athlete. Brand differentiation
- 26. 26 Look at yourvalues 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 thefirst 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 courageto 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 visualidentity can help you stand out from the crowd giving you visual impact through: • Your logo • Colour palette • Typography • Imagery • Tone of voice Brand differentiation
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- 31. 31 Brand management Branding? We didall 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 • Consistencyacross 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
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- 37. 40 Taking your branddigital • 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
- 38. 41 Brand Remedy 7 BlakeMews, Kew Gardens, Surrey, TW9 3GA www.brandremedy.com Thank you richard@brandremedy.com T: 020 8940 6050