How can I brand my firm? This is one of the most common questions marketers hear, and those who ask the question don’t really understand what a brand is. You already have a brand. It can be refined or reshaped, but there’s a very good chance that it doesn’t have to be built from scratch.
Many people think that a brand is a logo and stationery package, but your brand is so much more than those elements of it. Your brand is the feeling that people get when they hear your name or experience any of your firm’s touch points. These include such traditional things as your website, advertising, promotional materials and signage.
But your brand is also shaped by many things not traditionally associated with it, like your office space, courteous and respectful treatment of clients by your staff, your physical appearance, and your commitment to the community and the charitable causes that you participate in. Your brand is a promise that you make to your clients about a certain expectation that they can count on whenever they need your services. So if you drop the ball in any of these areas at any time, you turn your client’s expectation into your lie to them. But if you honor their expectations, you maintain your current brand.
by: Christine Pilch
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