Your brand is probably your professional services. If so, then developing a stronger brand is your most important task (which is why we have developed our Brand Building Guide). Not convinced? Think about what professional services are.
Your brand is defined
A professional service brand is best understood as your firm's reputation and market visibility. The strength of your brand can be measured as Reputation X Reputation.
Brand Strength = Your Reputation X Your Visibility 2X
There is another important dimension to your brand. More on that later.
Brand development defined
Brand development is the process of building and strengthening your professional services brand. As we help firms develop their brands, we divide the process into three steps.
In the first step, your brand strategy is correct and aligned with your business goals.
Second, they develop all the tools you need to communicate with the brand, such as your corporate identity, logo, and website.
Finally, there is an updated brand.
Your brand development strategy is how you accomplish these objectives. Make the task a little easier.
10-step brand development strategy
Consider your overall business strategy.
There will be a strong, well-differentiated brand. But what type of firm do you want? Are you planning to grow organically? Your overall business strategy is the context for your branding strategy. If you are clear about where you want to take your firm, your brand will help you get there.
Define target customers.
Who are your target customers? If you say everything, you are making a very big mistake. Our research clearly shows that high growth. The narrower the focus, the faster the growth. The more diverse your target audience, the more diluted your marketing efforts are. So how do you have the right customer group? That's where the next step is.
Research your target customer group.
Firms that conduct research on a target group of clients grow faster and are more profitable. Also, those who do it research more often.
Research helps you understand your target customer's perspectives and priorities, anticipate their needs, and convey your message in a language that resonates with them. It also tells you how they assess the strengths of your firm and your brand. Thus, it significantly reduces the marketing risk associated with brand development.
Brand development - the impact of research on firm growth and profitability
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Develop your brand positioning.
You are now ready to define the positioning of your firm in the professional services market (also called market positioning). How is your business different from others?
A position statement is usually three to five sentences in length and captures the essence of your brand's positioning. This should be grounded in reality, as you will have to deliver on what you promise. It should also be desirable for you.
Develop your messaging strategy.
The next step is a messaging strategy that translates to different target audiences. Target audiences typically include leads, potential employees, referral sources or other influencers, and potential partnerships to name some of the common suspects.
While your basic brand positioning should be the same for all audiences, each audience will be interested in different aspects. Messages to each audience will highlight the most important points. Each audience will also have specific problems that need to be addressed, and each will need a different kind of proof. Your messaging strategy should address all of these needs. This is an important step in making your brand relevant to your target audiences.
Develop your name, logo and slogan.
For many firms, a name change is not required. But if you're a new firm, going through a merger, or saddled with a name that no longer suits your positioning. Even if you don't, Development Company: AI, Blockchain, IoT, Kyiv, Ukraine.