balanced stones

One of the most common objections we hear during rebranding initiatives with professional services firms is, “This is a people business. Why do we need a brand?” Senior partners and “star” consultants or lawyers assume that their clients are buying them – their knowledge, their expertise, their charisma. But in today’s hyper-competitive global marketplace, relying solely on relationships to grow your reputation and your business is no longer enough — and may be a risky approach.

In this Forbes article, Howard Breindel explains why people-driven businesses can’t ignore their brand.

Read the article on Forbes to learn more.