BRAND DEVELOPMENT PROGRAMS FOR PROFESSIONAL SERVICES FIRMS

INFORMATION :: SEMINARS & WORKSHOPS :: BRAND DEVELOPMENT PROGRAMS

A solid brand identity is the most effective and cost-efficient way for a firm to strengthen its position in its marketplace. Properly built and maintained, it becomes the firm’s most valuable asset. For close to ten years, the senior brand development team at Cognitive Marketing has worked in partnership with clients in the legal, architectural, engineering and other professions to identify, promote and advance their individual brand positions. Our comprehensive suite of services provides value to firms large and small at every point in the marketing cycle.

For more information on any of these services, or to arrange a meeting, contact Cathy Hines, Vice President for Account Service, 585.244.4140, ext. 24.

INFORMATION

Briefings. This ongoing series of briefings explores the value of a brand identity, gives examples of that value in action for a variety of firms, and provides advice for getting a branding program underway. Our briefings are free, email-based, and can be subscribed to by joining our Information Exchange list. Our email subscription service is completely secure and requires a two-step verification procedure to ensure your privacy.

Speaking Engagements. Members of our executive brand development team are available for speaking engagements to professional group gatherings and to classes.

"Quick Start" Tools for Brand Development. If you are considering a brand identity program, our toolset can get you started. To receive this packet of checklists, surveys and a reading list send us an email request or call Cathy Hines, 585.244.4140, ext. 24. back to top^

SEMINARS & WORKSHOPS

Brand Discovery Workshop. Ask each partner in a professional services firm what she or he feels is the single most valuable benefit that their clients realize by working with the firm, and you are likely to get as many different answers as people who were asked. The purpose of our workshop is to bring together the senior management of a firm to discuss and build together the answer to that question. Workshop modules include understanding the best kind of client, exploring qualities of the competition, and discussing why a brand identity and development plan is an investment—not an expense—that leads to the growth of the firm. Questionnaires are sent prior to the workshop. All activities are transcribed and become part of a report that analyzes the firm’s current brand strength and includes a list of recommended next steps.

Website Management De-mystified: An Aerobic Workout for Marketing Administrators. You know that working out is good for you, the hard part is making it a favorite part of your daily routine. The same is true of website and email communications programs. Just about every firm has a website, yet how many of them can state with enthusiasm and pride that their website is a vital part of their brand communications and business-building efforts? Today, a proliferation of affordable, easy-to-use website and email platforms makes it possible to put the potential of the Web to work in support of a firm’s brand communications efforts, without being beholden to the IT staff (whose language we mere mortals don't seem to speak). This lively, fun and highly informative workshop is run by Josanne DeNatale, who will share highly personal tales of tragedy and triumph experienced as she chose URLs, flirted with her hosting service administrator, redirected her IP address, and basked in the glow of significant spikes in unique visitor traffic. All this without knowing how to write a speck of code. back to top^

COMPREHENSIVE BRAND DEVELOPMENT PROGRAMS

Market Voicing Brand Development Program. Our flagship service, Market Voicing is an in-depth brand development process that results in a comprehensive brand identity program and toolset for a firm. It begins with input gathering in the form of one-on-one and group interviews with management, key constituents, and select clients; competitive set analysis; and a marketing communications audit. This is followed by an insight identification leading to brand identity development. The result is a comprehensive set of brand-building tools, including a positioning statement, a brand promise, a brand signature line, and a messaging platform. Clients for whom we have completed a Market Voicing program tell us that they feel they finally have a powerful language to use, not just to describe their firm, but to passionately connect with clients and prospects in ways that strengthen the relationship. All marketing, sales, and personnel recruitment efforts undertaken from that point forward are bolstered by this brand identity.

Brand Identity Package. Often, a firm that is at the point of formalizing its brand position is also poised for a revitalization of its graphic identity. Our turnkey program provides a firm with a new or updated logo, stationery package design, and a simple graphic standards guide for logo use in multiple media.

Brand Development Plan. Brand awareness is built and achieved by the careful implementation of a strategically based plan. Our plan considers the goals for business growth against available resources. It analyzes audience expectations and spells out the kinds of messages and media to use in order to position a firm in its marketplace.

Brand-Building Tools. The power of a brand lies in the emotional connection it makes with all those associated with a firm, as employees or clients. Marketing tools include a printed brand book, an animated electronic presentation (for Web or CD-ROM), advertising, a presentation portfolio, and others as appropriate to building brand awareness.

Turnkey Web / Email Program Development. A firm's website leaves an important introductory impression on prospective clients, future staff members, the media, and the general public. It must reflect a firm’s brand identity and support every relationship-building and communications effort that takes place. Combined with other Internet-based marketing tools, such as email-based messaging, a Web program can be a powerful tool for promoting the unique brand promise of an individual professional services firm. back to top^