Professional Services Branding

The Many Colors of Branding Success

Every year, Fortune ranks the world’s top companies across a range of criteria. Looking at the classic Fortune 100, the more recent list of Unicorns (private startups that are valued at $1 billion or more), and other lists, we were curious to see how color was used in the brand identities of these successful…

Millennials Are Buying for Businesses. What Does This Mean for Your B2B Brand?

Millennials. Generation Y. Whatever you call them, consumer brands understand the importance of the huge cohort born between 1980 and 2000. Whether they think millennials are refreshingly confident and engaged, inappropriately self-centered and entitled, or some combination of the two, marketers realize they are critical to the success of consumer businesses, responsible for $600…

What Do Mount Everest and Carl Jung Have to Do With Branding a Professional Services Firm?

While conducting research for our branding project with ICF, a global consulting firm, we did a lot of “typical” research: in-depth interviews with senior leaders in the organization, conversations with current and prospective clients, and an online, all-employee survey. We were getting a lot of good material – insight into the company culture, perspectives…

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…

Is Simple Always Smart?

A leading energy consulting firm had a proprietary methodology for significantly reducing energy costs (think seven-figure savings, each year). Though the company’s proprietary solution was extremely powerful, it was communicated in such a seemingly straightforward manner, that many prospective clients thought – mistakenly –they could build a comparable energy-savings program on their own…

Audio Whitepaper: Professional Services Branding

You’ve heard these statements from professional services firms before: “We are committed to meeting client needs,” “We have deep industry expertise,” “We have a culture of transparency and trust,” These statements might be true, but they are also completely forgettable. They do nothing to make the firm stand out.

Finding a unique brand position…

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hand-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…

What Comes First: Brand or Culture?

It’s the classic chicken or egg. What comes first: brand or culture? Leadership teams often ask us this very question during rebranding initiatives. While there is no one-size-fits-all answer, there are two critical questions that any leadership team must answer to understand the optimal relationship between brand and culture in their…

Branding for the Next Billion: What Got You Here, Won’t Get You There

Have you ever put on a favorite sweater or jacket, looked in the mirror and thought, with a sinking feeling, It’s just not working for me anymore? The garment’s the same. It’s you that’s changed.

So it is with a brand. The brand that got your company to its current level…

Are You a Thought Leader or a Thought Follower?

This was the question raised in a recent Forbes articles. And it’s an important one, especially for professional services firms for which “thought leadership is one of the most powerful methodologies for generating new business opportunities.” Talk about ROI! It’s no wonder professional services firms have collectively become content powerhouses.
The Content Conundrum…

Have You Outgrown Your Acronym?

“What Does It Stand For?”
This was the question that plagued our client, a global consulting firm that had recently completed a series of transformational acquisitions. It was a question employees received anytime they met a new prospect or told someone where they worked. The company’s name was an acronym that stemmed from the…

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

We recently 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 fairly comprehensive in covering the process of building a solid and differentiated brand, from conducting internal and extensive research to identifying core brand attributes and developing a positioning…

Brand Behavior: Does Your Company Walk the Walk?

Picture this. You’re sitting at your desk flipping through a small stack of mail. Most of it is publications, but there are a few direct mail letters, and one is from a bank. You recognize the name: they’ve just bought your business bank and you pass the building with the new, prominently displayed…

Brand Influence Guide: Management Consulting

What Is the Role of Brand in Management Consulting? Research Highlights from Industry Study from desantisbreindel
In recent years, management consulting firms have continued to broaden the scope of their offering, often through acquisitions, to meet the increasing demand for technology, digitization and implementation vs. traditional strategy consulting services. In partnership with the Association of…