What Is Brand Development and What You Need To Include In It?

Your professional services firm’s most important asset is likely your brand. If this is the case, building a stronger brand should be your top priority. Consider the definition of a professional services brand.

How you go about completing these duties is determined by your brand development strategy. We’ve broken down the brand development plan into ten steps to make things a little easier.

1. Think about your overall business plan.

Growing your company will be much easier if you have a strong, distinct brand. But what kind of firm are you looking for? Is it your intention to grow organically? The context for your brand development strategy is your overall business strategy, so start there. Your brand will assist you in achieving your goals if you are clear about where you want to lead your company.

2. Determine who you want to reach out to.

Who are your ideal customers? You’re making a huge mistake if you say “everyone.” According to our findings, high-growth, high-profit companies are laser-focused on having well-defined target clients. The faster the increase, the tighter the focus. Your marketing efforts will be diluted as your target audience becomes more varied. So, how do you know if you’ve identified the proper customer segment? This is where the following step comes in.

3. Do some research on the people who will be your target market.

Companies that conduct comprehensive research on their target client group expand more quickly and profitably. Those who conduct study more frequently (at least once every quarter) gain even quicker.

Understanding your target client’s perspective and priorities, anticipating their wants, and putting your message in language that connects with them can all be aided by research. It also reveals how people perceive your company’s capabilities and present brand. As a result, the marketing risk associated with brand development is significantly reduced.

4. Create a brand positioning strategy.

You’re now ready to decide where your company’s brand belongs in the professional services industry (also called market positioning). What sets your company apart from the competition, and why should potential clients in your target market choose to work with you?

The essence of your brand positioning is captured in a positioning statement, which is usually three to five phrases long. It must be based on fact, as you will be expected to follow through on your promises. It should also be aspirational so that you have something to work towards.

5. Formulate a communications plan.

The next stage is to develop a messaging plan that transforms your brand positioning into messages for different target audiences. Prospective clients, workers, referral sources or other influencers, and potential partnering prospects are just a few of the usual suspects in your target audiences.

While your basic brand positioning must be consistent across all audiences, different components of it will pique their interest. The most important topics will be emphasized in the communications to each audience. Each audience will have unique issues that need to be addressed, and each will require various sorts of evidence to back up your claims. All of these requirements should be addressed in your message approach. This is a crucial step in ensuring that your brand is relevant to your target audiences.

6. Create a name, logo, and tagline for your business.

For many businesses, a name change isn’t necessary. However, if you are a new company, going through a merger, or have a name that no longer fits your positioning, a name change may be necessary. Even if you don’t change your company name, a new logo and slogan to better match your brand strategy may be beneficial.

Keep in mind that your name, logo, and tagline do not constitute your brand. They are an aspect of your brand identity, or the methods in which your brand is communicated or symbolized. To make it real, you must live it.

Also, don’t make the mistake of circulating the new logo internally to gain approval. You are not the target audience for the name, logo, or tagline. They should be rated on how well they communicate rather than how much the partners like them because they are for your marketplace.

7. Create a content marketing plan that works for you.

This step may have been dubbed “create your marketing approach.” We, on the other hand, did not. We advocate adopting a content marketing strategy instead.

Why? In the Internet age, content marketing is especially well suited to professional services organizations. It performs all of the functions of traditional marketing, but it does it more effectively. It attracts, nurtures, and qualifies candidates by providing quality instructional information.

Keep in mind that the strength of your brand is determined by both its reputation and its visibility. It’s rare to succeed at increasing awareness without also improving your reputation. That is why traditional “awareness-building” advertising or sponsorships are so often ineffective. Content marketing, on the other hand, boosts both visibility and reputation at the same time. It’s also a great method to make your brand more relevant to your target demographics. The case is now closed.

8. Make improvements to your website.

Your website is the most significant instrument for building your brand. It’s where everyone in your audience goes to learn about what you do, how you do it, and who your customers are. Clients are unlikely to choose your firm only on the basis of your website. However, if your website gives the wrong message, you may be disqualified.

Additionally, your website will house your essential content. That material will be the focus of your search engine optimization (SEO) efforts, allowing potential customers, employees, and referral sources to find you and learn more about your company. Any current brand development strategy must include online content.

Professional services websites nowadays are divided into two types. The first is a website for branding. A website like this explains who you are, who you serve, and what you do by telling your story. In a nutshell, it communicates your brand’s message. The other type handles everything of the above while also generating and nurturing potential new customers. These are referred to as High Performance Websites.

9. Create a marketing toolset.

The next stage is to complete the remaining components of your marketing toolset. One-page “sales sheets” that summarize main service offerings or important markets covered should be included. A quick “pitch deck” that overviews the firm or major offers, as well as an e-brochure about the firm, may also be included. These are no longer commonly printed items.

This marketing toolset is increasingly including videos. Firm overviews, case studies, and “meet the partner” videos are all popular video topics. The key service offerings are also extremely beneficial. These tools can help with not only business development but also brand development if they are properly developed.

10. Put it into action, monitor it, and make changes as needed.

This last step in the brand building process could be the most crucial. Obviously, a great brand development strategy is useless if it is never put into action. You might be surprised at how frequently this occurs. With all the good intentions the company can summon, a sound strategy is established and implemented. Then reality kicks in. People are preoccupied with client work, thus brand development chores are postponed… and then forgotten.

That is why it is critical to keep track of everything. We strongly advise that you keep track of both the plan’s implementation and the results. Is the approach being carried out as planned? What happened to objective metrics like search traffic and website visits? What was the total number of new leads, employee applications, and partnership opportunities generated? You can only be confident you’re drawing the appropriate conclusions and making the right modifications if you follow the entire process.

Leave a Reply

Scroll to top