Category: Branding

Branding: Phase 4. Brand Launch

How you introduce your new brand can affect the overall success of your branding initiative — and that’s especially true in the professional services. Actually, you should think of it as two introductions: one for your internal team and another for the outside world. They are two very different audiences that require different treatments. The

Branding: Phase 2. Brand Identity

In this phase, you turn your brand into something tangible. Your brand identity includes many of the most visible elements of a brand, including: Your nameYour logoTaglineColor paletteImageryWriting style (voice)Business cardsStationery suiteBusiness collateral As part of a branding process, you are likely to develop (or in the case of a rebranding program, refresh) some or all of

Branding: Phase 1. Brand Strategy

Behind every successful brand is a thoughtful strategy. Getting this phase right is critical to the overall success of your brand, Conduct an Internal Review Begin by considering your firm’s overall business strategy. Start by gathering your management team to conduct a discovery session. Capture your team’s goals, market strategies and individual perspectives. Don’t be