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
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
These are the tools you will need to promote your new brand. Building on your brand strategy, these tools equip you to increase the visibility of your brand and expertise. Exactly which tools you need will depend on how you plan to promote the visibility of your brand (for more on this, see Phase 5).
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
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