Is the client buying you or the brand?

Is the client buying you or the brand?

For as long as I’ve been marketing professional services this question has been one of the most fiercely debated. Does the client buy the anticipated relationship with the practitioner, someone they need to trust implicitly and actually enjoy working with, to get the best results? Or, do they need the name of a Big 4 […]

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Employee engagement = Brand engagement

Employee engagement = Brand engagement

According to Wikipedia “Customer engagement (CE) is an effect, a reaction, a connection, a response and/or an experience of customers with one another, with a company or a brand”. The key word is “connection”. It’s all about connection. You want your clients or customers to connect with your brand. In B2B, and also in B2C, […]

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Building a B2B Brand: Why Culture is Critical

Building a B2B Brand: Why Culture is Critical

Strong brands are built over time. These days, we are much more conscious of brand equity, so we are able to plan for, and intentionally create, a brand identity, a brand’s voice and perceived value in the market. Most dictionary definitions of “Brand” go something like this: – a category of products that are all made […]

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Achieving Brand Alignment Through Your Employees

Sasha Strauss talking about the theory behind this work. Aligning your internal messages to your external brand messages. Creating the story for your employees, so they are all talking about your organisation in the way you would like them to. Ensuring they are engaged with your brand, proud of the firm and proud of the […]

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