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Tips for managing professional services brands

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Beverly Landais, marketing and business development director

Brands are never static. They need to be refreshed and invigorated over time otherwise they can fall out of fashion, be overtaken by the competition or simply fade away.  The branding process begins internally with a shared set of common standards, values and behaviours around which people can rally.

A brand is not just represented by the visual aspects, such as the logo, collateral and website, but is also reflected in:

In my view, a strategy which focuses first on aligning organisational attitude and behaviour with the external brand promotion is far more likely to succeed than one focuses on cosmetic makeovers and vanity splashes.

Here are some tips that I have picked up during my career in managing professional services brands:

Beverley Landais, marketing and business development director, Saunderson House [1]