The need for thoughtful attention to branding doesn\u2019t end once a firm is established, either. As your services evolve and your marketplace changes, you must continually\u00a0reassess your branding\u00a0to ensure that it is aligned with your goals and the realities of your industry.<\/p>\n
Download the Rebranding Guide<\/a><\/p>\n<\/div>\n Otherwise, you may lose competitive ground, while sowing confusion about who you really are and what you really do. But like I said before, branding is tough, even for the most successful firms.<\/p>\n Even if you once built a great brand, you might not know how to\u00a0rebrand in a transformed marketplace<\/a>. So here are 7 branding ideas that can you help you shape your brand the right way.<\/p>\n Branding a consulting practice is significantly different from branding many other types of professional services. It has its own opportunities and its own challenges.<\/p>\n Chief among the challenges is the fact that many of your audiences may not know very much about what you do \u2013 at least not by default. Most people have some idea of what a law firm or accounting firm does. But management consultants often offer very different sorts of services, and there is less general cultural awareness of what those services consist of.<\/p>\n As a result, firms need to spend more on marketing and business development. In fact, management consulting firms tend to spend a higher percentage of revenue on marketing than firms in other professional services industries, like accounting and AEC. Since you\u2019re typically selling expertise and advice, it\u2019s essential that you help your audiences understand exactly what kind of advice and expertise you offer.<\/p>\n See also:\u00a0SHR Consulting Group Rebranding Case Story<\/a><\/p>\n<\/div>\n It\u2019s hard to fine-tune your brand if you don\u2019t know what it is in the first place. Whenever you brand or rebrand a business, you must remember that your brand isn\u2019t something vague or imprecise. In fact, it\u2019s so specific and quantifiable that you can express it as an equation:<\/p>\n Brand<\/strong>\u00a0=\u00a0reputation<\/strong>\u00a0x\u00a0visibility<\/strong><\/cite><\/p>\n A positive reputation for your management consulting firm can take two forms. People might regard you generally as a \u201cgreat firm,\u201d or people might know you for your expertise.<\/p>\n Expertise-driven reputation is a particular asset, since it connects directly to your service offerings. One of your audiences\u2019 biggest questions is always going to be, \u201cWhat do you do?\u201d A reputation for expertise helps you answer those questions clearly.<\/p>\n Your reputation for a specific type of expertise also has another advantage. A recent study<\/a>\u00a0in the accounting industry shows that it dramatically increases the likelihood of receiving an actual referral.<\/p>\n Speaking of expertise\u2026 New business development is a particularly high priority for management consulting firms, since by the nature of the work, many clients are not repeat engagements. Visible Experts help generate more leads and cement your credibility in the marketplace, making it easier to close more sales and grow.<\/p>\n1. Understand your field\u2019s unique challenges.<\/h2>\n
2. Remember what makes up your brand.<\/h2>\n
3. Experts have an advantage.<\/h2>\n
\nWhen it comes to boosting your brand, there is simply nothing like having individual Visible Experts\u00ae<\/sup>\u00a0on your team.\u00a0Research shows<\/a>\u00a0that firms with Visible Experts build greater visibility and command higher rates. Indeed, the presence of high-visibility experts drives success for the whole firm.<\/p>\n
![\"Click](\"https:\/\/i3.ytimg.com\/vi\/u0qhtq6_5n0\/sddefault.jpg\")
<\/a>