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Many professional services firms that have existed for some time face
the issue of whether they should "rebrand." Rebranding
is a marketing strategy in which a new name, term, symbol, design, or
combination is created for an established brand.
The
reasons for rebranding
range from "We
need a fresh look" to "Our firm has changed and evolved"
to "Our market
has changed and we need to change with it" — and more.
The
following is a brief description of a recent engagement.
Key Issues Driving Need to Rebrand
In
this case, the client needed rebranding in all respects. Graphically,
the firm's logo and marketing materials were out-of-date. The founding
partners had been aware of the issue but newer partners had made it an
imperative to modernize the firm's marketing. Further, the firm's
website was old, making maintenance difficult and giving an impression
that the firm's services were dated as well. Overall, the firm's
marketing content was inconsistent and lacked persuasive selling
points.
This
client sought Kevin
Brown Marketing & Consulting because of our decades of
experience working with professional services firms. It was important
to the client to work with a marketing firm that didn't need to be
trained or educated about the services offered by a professional
services firm or how to effectively market it.
Critical Components
Not
all rebranding is an extensive overhaul of marketing communication in
virtually all respects. However, it was definitely needed with this
client. A new logo was designed, reflecting the firm's culture and
position in its targeted markets. All existing marketing materials
(stationery, e-signatures, etc.) were redesigned. Importantly,
significant analysis was done on the firm and its targeted markets,
resulting in new text content for all marketing, including a new
slogan, updated selling points, and overall consistency in marketing
messages. With the excitement and opportunities presented by
rebranding, the firm requested new brochures, e-newsletters, and began
to advertise in key publications. A new website was designed that
distinguished the firm's unique position in the legal marketplace.
Publicity programs, such as media relations, were launched. This list
goes on but suffice to say that every aspect of the firm's marketing
was rebranded.
Results
The
client's commitment to rebranding paid off. The firm's name changed in
the process, and the branding was completely refreshed while still
retaining the key elements of the firm's culture and distinctiveness in
its targeted markets. Partners and associates became very proud of the
firm's new image in the market and are now actively marketing. Clients
and prospects can now clearly see how their needs are identified and
met by the firm.
You
may find that this engagement describes your firm in many respects,
since many of the issues are fairly common. Kevin Brown Marketing & Consulting has
decades of experience in rebranding.
If you need assistance with rebranding your firm, please contact
us.
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