A brand is a complex and multifaceted thing, comprised of a business’ reputation, positioning, strengths, weaknesses, visual identity, as well as actual products or services. For professional services, your brand is arguably your most important asset and can make … Read More
If you are exploring new ways to take your professional service firm’s brand awareness, customer acquisition, or business development efforts to the next level, advertising is an essential and unavoidable piece of the marketing puzzle. That said, advertising is … Read More
Most professional service organizations operate with a nonexistent – or at best, a hazy – sense of exactly who they exist to serve. The official term for this person is “ideal client”, and this blog post will explain why and … Read More
Located in St. Albans, Vermont, Northwestern Medical Center (NMC) is a non-profit community health center with a majority of their patients residing in the rural areas of northwestern Vermont. When coming up with a campaign for their Orthopaedics department last October/September, … Read More
One of the best ways to ensure that your professional service brand stands out against the competition is to give it a distinctive, singular design style. In this post, when we talk about design, we are talking about the … Read More
A recent study from the Technology Services Industry Association (TSIA) has found that a company’s success is “increasingly being determined by their ability to ‘defend and protect’ AND ‘adapt and transform’ at the same time.” This balance between upholding tradition and … Read More
Professional Service organizations (law firms, healthcare organizations, banks and financial services, architects and the like) face a unique challenge: claiming a unique positioning in a highly competitive market full of “me too” brands. Nothing is more important to long-term business … Read More
Claiming brand differentiation can be difficult for professional service firms for a number of reasons:
Strong, resonant and impactful branding for nonprofit organizations is more important than ever, for the simple reason that competition for the time and attention of your audience members is growing increasingly fierce. We each endure a barrage of messages, … Read More
We are all familiar with the term “The Comfort Zone”.
It’s safe, it’s easy, it feels good. And it can be necessary to stay there for a while. Yet, as we all know, Richard Branson or Serena Williams wouldn’t … Read More
