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Branding: Phase 5. Brand Building

Your new brand is only the beginning. You still have to convert that brand into market value. Many firms make the mistake of putting all their effort into an elaborate brand launch when that money would be better spent on a long-term brand building program. But this takes a strategy all its own.

The core objective of this strategy should be to make your firm’s expertise more visible. For the most part, this can be accomplished through a combination of public speaking, writing and networking. (According to our research, firms that have the best results apply a mix of digital and traditional techniques.)

So what do you write and speak about? You will want to focus on issues that matter to your audience. Demonstrate your expertise by explaining how to overcome key challenges. Educate them. Show them that your firm is not only knowledgeable, but can make complicated subjects easy to understand. That’s a mark of true expertise.

This strategy will require sustained effort over time. As a result, you’ll want to turn it into a formal plan, with a detailed calendar, assignments and specific goals. It’s even possible to measure many aspects of your strategy. That way you can measure the impact of your approach and make adjustments along the way.

That said, your brand must remain constant. Make sure that the way in which you promote it doesn’t interfere with its message.

If you’d like to learn more about building and promoting your brand, download our free Brand Building Guide.