Brand is professional services firm’s most valuable asset. If this is true, then developing a stronger brand development strategy is the most important task .
A brand is one of the most valuable assets of a company. It represents the face of the company, the recognizable slogan, logo or mark that the public associates with the company. In fact, the company is often known by its brand. A company’s brand carries with it a monetary value in the stock market, which affects stockholder value as it rises and falls.
Brand development is the process of creating and strengthening of your professional services brand.
Creating a Brand:
When a company decides to be focused on its public image, it must first determine its brand identity.
A successful brand accurately conveys the message or feeling the company is trying to get across and results in brand awareness, or the recognition of the brand’s existence and what it offers.
Company’s aim is to make the brand memorable and appealing to the consumers. The company consults a design agency or design team to come up with ideas for the visual aspects of a brand, such as the logo or symbol.
Once a brand has created positive sentiment among its target audience, the company is said to have built brand equity. Some examples of firms with brand equity — possessing very recognizable brands of products — are Coca-Cola, Microsoft, Apple, Ferrari and Facebook.
A brand results in an increase in sales for not just the specific product being sold, but also for other products sold by the same company.
A good brand engenders trust in the consumer, and, after having a good experience with one product, the consumer is more likely to try another product related to the same brand. This phenomenon is often known as brand loyalty.
Brands Throughout History:
Brands have long been used to set products apart and have taken many several forms, e.g. the oldest known generic brand still used today is an herbal paste from India called Chyawanprash. In the 13th century, Italians also began putting watermarks on their paper as a form of branding.
Brand Development Strategy:
Consider overall business strategy:
If you are clear, where you want to take your company, your brand will help you get there.
Identify target clients:
The smaller the focus, the faster the growth. The more distinct the target audience, the more diluted your marketing efforts will be.
Research target client group:
Research helps you understand your target client’s mindset and priorities, forecast their needs and put your message in language that resonates with them. It also tells how they view your firm’s strengths and your current brand. It dramatically lowers the marketing risk associated with brand development.
Develop brand positioning:
A positioning statement must be grounded in reality, as you will have to deliver on what you promise.
Develop your brand’s name, logo and tagline:
Your name, logo and tagline are not your brand. They are ways to communicate or symbolize your brand. You must think to make it real.
Develop content marketing strategy:
Content marketing is particularly well suited to professional services firms in the Internet age.
It does all things traditional marketing does but it does them more effectively and efficiently.
It uses valuable educational content to attract, nurture and qualify prospects.
Website is the most important brand development tool. It is the place where all your audiences come to know what you do, how you do it and who your clients are. Your website will be home to your relevant content. That content will be the focus of your SEO efforts so that your potential customers, potential employees, and referral sources will find you and learn about your company. Online content is mid point to any modern brand development strategy.
An effective brand development strategy needs to connect with the new professional services buyer.
Digify Pro can help your company stand out from the competition and build a brand that drives sustained growth.