What's your brand message? (Photo by gtmcknight)
Pick 10 people at an accounting, law, consulting, or other professional services firm and ask them to describe what their company does. In most cases, you will get 10 very different answers.
What does this mean for your brand message?
Unlike product companies that spend hundreds of thousands, if not millions, of dollars developing and distributing their brand message through slogans, spokespeople, and jingles, a professional services brand message is developed and delivered by each of its people.
If you get 10 different answers when you talk to your professionals, imagine what they are saying:
- When they are on a sales call
- When they are at your client’s site
- When they are writing an article for your website
- When they meet someone at an industry conference
- When they send a sales letter
Each professional in your company needs to be able to articulate your brand message in a clear and consistent way.
To do that, your brand message needs to be communicated internally just as strongly as it is communicated externally through your website, corporate brochure, and other marketing materials.
In services, your professionals (especially client- and prospect-facing ones) are your brand. The reputation and impression they leave becomes that of your firm.
So, I challenge you to ask at least six people at your firm to describe what your company does. Do not just ask senior management. Ask a mix of people from junior level staffers to those all the way up the ladder.
Do you hear a consistent message?
