- \n
- Command higher rates<\/li>\n
- Generate leads more easily<\/li>\n
- Achieve a higher win rate<\/li>\n
- Recruit more effectively<\/li>\n
- Have fewer competitive bid situations<\/li>\n<\/ul>\n
Who wouldn\u2019t want these advantages? The question is, how do you build a leading brand? That\u2019s where branding tools come into play.<\/p>\n
Branding Tools Defined<\/strong><\/h2>\n
Think of\u00a0your professional services brand<\/a>\u00a0as the\u00a0product of your reputation and your visibility<\/em>. A branding tool is a technique that helps you build and refine your firm\u2019s reputation or increase the visibility of that reputation. The\u00a0best branding tools manage to do both\u00a0at the same time.<\/p>\n
Here\u2019s our take on the top 10 branding tools for a professional services firm.<\/p>\n
1. Write the definitive book on your signature topic.<\/strong><\/h4>\n
This requires that you know your stuff. (Your brand has to be based on reality, so don\u2019t complain!)<\/p>\n
Note that the book should be written for target\u00a0clients<\/em>, not fellow professional practitioners. Make a complicated topic easy to understand, and you\u2019ll be seen as a leader by the people who matter most.<\/p>\n
We know from\u00a0our own research<\/a>\u00a0that writing a book is one of the most best ways to build credibility and one of the quickest ways to increase the visibility of your expertise.<\/p>\n
2. Produce a signature-quality video.<\/strong><\/h4>\n
Increasingly, people don\u2019t read\u2014they watch. For the cost of an impressive brochure, you can produce a memorable signature video that tells the story of your firm and positions you as a leading brand.
\nDon\u2019t skimp on the production budget. A ho-hum, talking-head sales piece doesn\u2019t impress. Do it right or not at all. Here are some\u00a0video cost guidelines<\/a>.<\/p>\n3. Develop a must-read industry blog.<\/strong><\/h4>\n
Make sure your blog is something that potential clients and referral sources\u00a0want to read<\/em>\u2014having a blog just to have one won\u2019t cut it. Start by defining a clear blog strategy.<\/p>\n
\nDownload the Brand Building Guide for Professional Services<\/a><\/p>\n<\/div>\n
Publish frequently and give your blog some features that stand out. A good blog is almost like an online magazine, with topics and features that people talk about and share with colleagues and friends.<\/p>\n
Remember that blog posts and articles are at the top of the content funnel. Their purpose is to grow your visibility and attract prospects.<\/p>\n
![](\"\/wp-content\/uploads\/2017\/01\/Funnel-Picture-300x254.png\")
\nA top-quality blog will help build online visibility as well as\u00a0attract search engine traffic<\/a> to your website. Over time, it can position your firm as a leading brand, so don\u2019t hesitate to get the help you need to do it well.<\/p>\n
4. Publish a provocative industry newsletter.<\/strong><\/h4>\n
Not sure if a blog is right for you? Focus on a newsletter instead.<\/p>\n
More traditional than a blog, a newsletter provides critical industry insight and information that is not easily available elsewhere. Your newsletter\u2019s particular slant can convey your perspective on the industry you serve.<\/p>\n
This type of industry-focused newsletter is a proven brand-building tool. But to succeed as such, your newsletter must be robust and useful\u2014it has to clearly stand out from the usual firm-centered fluff piece.<\/p>\n
5. Organize a specialized industry conference.<\/strong><\/h4>\n
Conference participation is a proven way to build a brand. Speaking and sponsorships are both tried and true.<\/p>\n
\nSee also: How to Get Booked for Speaking Engagements\u00a0<\/a><\/p>\n<\/div>\n
But you want to be a leader. Why not be bold and develop your own specialized conference?<\/p>\n
Let\u2019s say your IT firm handles cloud computing security, and you have a lot of customers in the health care industry. Instead of presenting a panel at a health care conference, organize an entirely separate event centered on your topic.<\/p>\n
Set a clear focus on an emerging niche that is not currently addressed. Keep the conference small and specific at first, bringing in as many partners as needed to make it successful. As the conference grows, so will your brand strength.<\/p>\n
\nDownload the Brand Building Guide for Professional Services<\/a><\/p>\n<\/div>\n
6. Conduct a groundbreaking research project.<\/strong><\/h4>\n
Does a major question remain unanswered in the industry you serve? Do people understand their competitors well, or is perception foggy at best? Industry players rarely conduct research on their own, and when they do, they usually keep it proprietary.<\/p>\n
As a service provider to the industry, you have more freedom. Do the research<\/a>, share the results widely, and you will strengthen your brand.<\/p>\n
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