The new world of professional services

The new world of professional services

The good old days are gone. Post the GFC, professional services clients now expect a very different service. Increasingly sophisticated clients expect professionals to be more responsive and have a better understanding of their business and the commercial pressures they face. Service must now be truly client-centred and professionals need to be creative and empathetic. […]

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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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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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