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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Design elements and branding

Design elements and branding

Carefully chosen design elements are crucial to your organisation’s visual identity. They help to identify your organisation and differentiate you from other similar organisations. Your logo is your first design element. Your logo will be the single symbol that identifies what your brand is and what it represents. The best logos are clean, uncluttered, and […]

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Branding internally at HLB

Branding internally at HLB

The biggest branding challenge for us as a professional services firm is to engage our external market with our brand promise, by making it unique and distinctive. Professional services brands struggle with differentiating their brand from all the others, as our service offerings are usually very similar. Also, professional services organisations will often work extensively […]

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