Strategies To Improve Branding Development For Proficient Services Firm Perhaps, the most valuable asset for any professional firm is the brand. It is for this reason every firm invests a lot of money, effort and time on branding. However, it is not an easy task to develop a strong brand and create an equally strong awareness of it. In order to ensure that you succeed in your brand building labors, it is important for you to know about what professional services brand actually is in the first place.
If you are fond of mathematics then it denotes the strength of your brand which is a quantum measured by the formula:
Brand strength = Visibility x Reputation.
In addition to that there is another significant dimension of finding out branding success. This is how relevant is your brand to your target audience and clients.
Branding and its different phases
Branding actually defines your business in the shortest, simplest and quickest way. A professional services brand on the other hand also deals with the reputation of the company as well as the visibility of your brand in the common marketplace.
Brand development is typically a process that involves creation of a professional services brand that will strengthen the foothold and impact of the particular business or product. This process can ideally be divides into three distinct phases such as:
- First, getting the brand strategy right and align it with the business objectives clearly and perfectly
- Second, developing all the necessary tools such as website, logo and tagline for communicating the brand to your clients and audience
- Finally, strengthening the newly created or updated brand.
The most successful branding will depend on how well you do things during these three specific phases to accomplishing the end result.
The steps to follow
Any professional branding or digital marketing agency will follow a few specific steps that will make this complex process of brand development a bit easier.
Consider first the strategy of your overall business. This strategy should be ideally good enough to create a well differentiated brand with a strong value that will help your brand and business to grow easily. Since your overall business strategy must be well connected and related with your brand development strategy, you will need to consider a few questions to start with such as:
- Whether or not you are planning to grow organically
- What type of firm you want
- Where exactly you want your firm to be taken and others.
Next, consider your target audience and identify them. For any business brand ‘everybody’ cannot be the target clients. If you do so, then you will be making a big mistake. Research thoroughly to know clearly about the high growth and profit you desire to achieve through your clearly defined target customers. If your focus is narrow, your rate of growth will be more. For this you will need to have a more diverse set of target audience. This will ensure that you have a more diluted marketing effort.
The next step involves knowing that you have chosen the most suitable target client group. You must do systematic research on your target consumer group to know how fast you can grow it and make it more profitable. This research will also help you to:
- Find how frequently it grows in each quarter
- Understand the needs and perspectives of your clients
- Know their priorities
- Anticipate and deliver according to their needs and
- Find the perfect message to convey in the most preferred language that resonates with them.
This will significantly reduce the marketing risk related with brand development because you will come to know about the way in which your customers view the strength of your current brand.
Next, you must focus on developing your brand positioning within the marketplace. This step is also called market positioning which involves determining the uniqueness of your brand, how it is valuable and useful to your target audience, and why they would be encouraged to use your product or services or work with you. You will need to create the most appealing and explicit positioning statement that typically involves three to five sentences in length.
- It should be good enough to deliver the essence of your brand and capture the interest of your target audience with better brand positioning.
- The statement should be realistic with things that you are able to deliver as you promise.
However, you can make it a bit aspirational as that will allow you to have something to strive for.
Developing your messaging strategy is the next big step to follow. This is the process wherein you translate the brand positioning into clearly defined messages for your different target audiences that may typically include potential clients and employees, referral sources or any other influencers with whom you want to establish partnering opportunities. This message should ideally satisfy several things such as:
- The different aspects of interests of your target audience
- Emphasize all of the important and most relevant points
- Address the specific concerns of your audience
- Provide different types of proof to support your messages.
When all these needs are satisfied, your brand will be most relevant and valuable for your target audiences.
Next up, you should focus on creating the best name, logo, tagline and website. If you already have a good and favorable name for your existing business, you do not need to change it but if you are new or undergoing a merger or burdened with an unsuitable name for your brand positioning, you may need a change. However, a new logo and tagline is always welcome by the audience even if you do not change the name of your firm.
Ideally, the name, logo and tagline is not for your or for your employees. It is for the marketplace and for your target audience. Therefore you will need to judge first how well these communicate your message and how your partners like them. Remember, name, logo and tagline are not the brand itself. These are just the means to symbolize or communicate your brand. Therefore, you must make sure that these are real, relevant, meaningful and attracting.
These are the best ways to support the brand positioning in a better way.