Professional Services Branding

4 Steps to Build a Strong SaaS Brand Transition [Free Guide]

Your professional services brand is going digital with enhanced offerings. Congratulations! As you forge ahead into the future, don’t lose sight of the confidence and trust your customers and employees have in you. Believe it or not, a digital transition can dislodge these critical keystones in a heartbeat.

That lesson is at the center…

Dabbling in Digital Services Offerings? [Free Guide]

Have you enhanced your professional services model with digital components? Maybe you’ve incorporated an app, chat bot, and digital subscription covering your most basic services. You may feel like it’s a revolutionary transformation that your customers will be thrilled to know about and use. But it’s not that cut-and-dry.

There…

Rebranding With Digital Services [Free Guide]

If you’re in the professional services space, you’ve no doubt felt the pressure to integrate digital components into what you offer. Even if you resisted “going digital” before, the cosmic ground shift of 2020 likely forced you to consider what elements of your services can be delivered in digital ways. How can what…

Merging Markets: How Branding Can Help Bring Crypto to B2B

The cryptocurrency market, which was once considered inaccessible—or even suspect—is gradually finding its way into the mainstream of global commerce, thanks to consumer-friendly apps, celebrity endorsements, and viral trends. Cryptocurrencies are rapidly being integrated into traditional financial markets. In 2021 so far, venture capital firms have invested $17 billion in crypto projects…

Embracing Your Audience for Award-Winning Branding Results 

At heart, a lot of brand marketing is about recognizing patterns. Strategists note the associations clients have with brands, and we see correlations between behaviors and outcomes.

So when four DeSantis Breindel brands were honored at the annual Transform Awards, we weren’t content to rest on our laurels. Instead, we wanted to know what…

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

All Aboard: Building Consensus Around a Global Branding Strategy

Successful B2B brands are built from the inside out. A company’s own people are the living embodiment of the brand in a way that is rarely the case with consumer businesses. How a B2B company’s people act, speak and even think will be far more effective in communicating the brand’s promise than…

Brand Behavior: Does Your Company Walk the Walk?

What is brand behavior? Simply put, brand behavior is how your brand interacts and reacts with real customers in the real marketplace. While your positioning statement may say one thing about your values and strengths, truly demonstrating them is another matter.
A missed opportunity
Picture this. You’re sitting at your desk flipping through a…

Rethinking Brand Identity After a Merger: A Visual History

With M&A activity at record levels, marketing thought leadership is abuzz with tips and tricks for maximizing the effectiveness of brand mergers. Such pieces often center on how to align corporate cultures and boost internal engagement. Without a doubt, these are vital issues that demand consideration. But is today’s culture craze sidestepping…

Cutting Through the Sea of Sameness: Creating a Stand-Out Law Firm Brand

For decades, law firms went to market with stale messages that did little to create compelling impressions in the minds of their audiences, let alone lasting ones. To a large extent, they got away with it — relying on the strength of their bench, their personal relationships, and the knowledge that big companies had big budgets…

From Employee to Brand Ambassador: Maximizing the Value of the Professional Services Brand

Last year we published a whitepaper that examines how professional services firms can leverage the power of branding to stand out in an increasingly competitive industry. It’s a fairly comprehensive look at the process of building a solid and differentiated brand, from conducting internal and extensive research to identifying core brand attributes and developing…

A B2B Engagement Strategy Designed to Differentiate

For a business to be successful, it’s no longer enough to just have the best offering or most talented employees. These have become table stakes thanks to players like Amazon and Airbnb that have reinvented what it means to be customer-centric. Now, customers can order almost anything with the click of a button…

Got the Message? Creating Consistency in Professional Services Branding

While a comprehensive verbal and visual system forms the foundation of a brand, it’s only the beginning of executing an effective branding strategy. To be successful, a brand needs to be expressed consistently across all internal and external touchpoints. Consistency is critical to establish a well-defined brand and eliminate confusion in the marketplace…

How to Build a B2B Technology Brand That Resonates with the C-suite

SailPoint, a worldwide industry leader in identity and access management, had succeeded in winning over technical buyers with its superior products. But it struggled to connect with the C-suite and business executives who were becoming increasingly involved in security and IT purchase decisions— and who did not prioritize identity management as a critical IT…

EXL: A Case Study for B2B Challenger Brands

In some market segments, competition is so fierce, and offerings so similar, that creating a new brand isn’t enough to stand out. If your field is crowded with me-too competitors, and particularly if those competitors are larger than you and have bigger marketing budgets, you don’t win by playing their game. You…

Brand Strategy: From Tangibles to Intangibles

A competitive review is an important part of any brand strategy initiative. It helps answer questions critical to a successful branding effort: How are competitors positioning themselves? What are the messages that consistently rise to the top? What is the white space that can be “owned” by a brand?

For dataxu, a client in the…