Professional Services Branding

The professional services industry is consolidating and transforming at an unprecedented pace, as firms combine strategy, technology, integration and implementation services into a comprehensive offering.

A cohesive professional services brand that communicates a single, powerful value proposition is essential for unifying all that a firm does, and deliver a compelling rationale for working with one firm across multiple service areas and fields of expertise.

Finding a unique brand position in a field as crowded and competitive as professional services isn’t easy. Too many firms fall back on table-stakes ideas and tired claims—the best people, most offices, broadest suite of services. In today’s skeptical, fee-sensitive climate, there’s nothing “safe” about these messages. Success requires going deeper to determine what really sets the firm apart. Is it something about the culture? An innovative use of technology? The nature of the consultant-client relationship? Every firm possesses unique qualities that can support an authentic and compelling brand; internal and external research, and a thorough competitive analysis, will uncover what these are.

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Insights on Professional Services Branding

Closing the Knowledge Gap: The Unifying Power of Brand

A common challenge for many professional services firms, or really any firm selling multiple products, services, and departments is a lack of knowledge between verticals. Here’s how to overcome this major impediment to successful synergies.