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HINGE
KIT
Everything
You Need to
Know About
Rebranding
Your
Professional
Services Firm
Ve rsion 1.0
WHATS INSIDE
G etting Started [ 3 ]
U nit 1 : W h y R ebrand? [ 4 ]
U nit 2 : B rands B e fo re and After [ 1 3 ]
U nit 3 : M aking the Case fo r R ebranding [ 1 6 ]
U nit 4: A P r o cess fo r Success [ 21 ]
U nit 5 : P lanning and B udget [ 28 ]
U nit 6: H ow to Se lect Yo ur B randing Partner [ 35 ]
U nit 7: Free On line R eso urces [ 41 ]
A bo ut H inge [ 4 4 ]
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
GETTING STARTED
Rebranding your
firm doesnt have to
be an ordeal.
This kit supplies everything you need to navigate the rebranding process from selecting a branding firm
to getting critical internal buy-in when your new brand is ready to launch. Rebranding your firm doesnt
have to be an ordeal. It can be an exciting journey in which you explore new frontiers, discover hidden
strengths and make the most of the markets opportunities.
Now, lets get started!
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
UNIT 1:
Why Rebrand?
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
vantage
Pricing Ad
20%
Industry
33%
Consulting
ising, and P
Advert
Marketing,
n
onstructio
eering & C
re, Engin
Architectu
&
Accounting
Law Firms
ervices
Financial S
rvices
& Legal Se
ce
Average Pri
8%
49%
50%
32%
Premium
Figure 1. The Brand Leaders billing advantage. Average difference in billing rates between brand leaders
and non-brand leaders. Adapted from Professional Services Marketing, by Mike Schultz & John Doerr.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
4. Attract top talent. Everyone wants to play on a winning team. An effective brand targets the right
kind of recruits with messages that speak to their unique needs and desires. Your brand should
communicate your firms vision, values, and culture so that recruits can decide if the firm is a good fit.
5. Your brand sets standards for daily operational performance. It helps management decide what
level of service and expertise is required to maintain your competitive advantage, fulfill your brand
promise and live up to your firms values.
What it Impacts
Competitive
Strategy
Recruiting the
Right People
Delivering on
Promises
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
Your brand is the totality of how your audience sees, talks about and experiences your firm.
Thats a big concept. So lets break brand down further and explore what it means.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
Its what people say about your firm when you arent in the room.
Theres a lot of truth to this statement, and it communicates an important component of a brands power:
reputation. In the professional services realm, a firms reputation and the referrals it produces are of
tremendous value.
Reputation is built in part on past performance and clients experiences, but there are many tangible
but subtle dimensions to your brand that contribute to perceptions of your firm. Colors, imagery and
the words associated with a brand can evoke a range of emotions. Your brands visual components can
support (or detract from) your firms credibility and help separate your firm from otherwise similar
competitors. In fact, the way your firm fits into its industrys ecosystem your positioning and degree of
differentiation can radically affect perceptions.
But thats not the end of the brand story.
Naturally, a firm with a great reputation and a lot of visibility can be very valuable. But promoting the
visibility of a brand that does not represent your firm well is like running in the wrong direction. Its a
waste of resources.
So you have to start by getting the brand right.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
Five trends that will likely shape the future of your firm:
1. B u y ers want re levant ex perience .
Buyers want someone who has a track record in their industry of solving the exact problem they
are facing. Not surprisingly, the specialist has the advantage. (Find out more in our free research report,
How Buyers Buy1.)
2. B u y ers are changing how they search fo r so lutio ns.
Yes, referrals still matter, but not just from friends and colleagues. Today, referrals also come from online
resources such as social networks and online forums. And then theres search. Increasingly professional
services are being found through Google and other search engines. Buyers also look for convergence. Are
you referred by multiple sources in multiple channels?
3. Yo ur website can make o r break yo u.
Almost all buyers rule out some firms because their websites are not compelling or lack clarity. Confuse
them and you will lose them. Even worse, you will never know that it happened. Have you ever had
someone say they made a referral but the person never contacted you? The answer may lie in your
website. (If youre interested, read more about high performance websites2.)
1
2
www.hingemarketing.com/library/article/how_buyers_buy_professional_services_buyers_study/
www.hingemarketing.com/blog/story/lead_generating_high_performance_websites/
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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www.hingemarketing.com/blog/story/content_marketing_for_professional_services_firms_5_
hidden_opportunities/
2
www.hingemarketing.com/blog/story/10_tips_for_professional_services_content_marketing/
1
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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8. Are you losing a higher percentage of competitive bid situations than in the past?
9. Has your firm changed significantly since you last adjusted your brand?
12. Are you trying to figure out how to take your firm to the next level?
/ 12
If you answered yes to any two of these questions, its time to take a long, hard look at your brand.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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UNIT 2:
Brands Before and After
RO I R esearch o n I nvestment
This Canada-based market research firm was entering new markets and needed a brand that better
Montreal ChiCago San JoSe WaShington DC hong Kong pariS So paulo toKyo Montreal ChiCago San JoSe WaShington DC hong Kong pariS So paulo toKyo
BEFORE
AFTER
kimberly b. weir
vice president, marketing and
business development
kweir@roivision.com
tel. +1 703 684 3138
mob. +1 703 939 5052
www.roivision.com
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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BEFORE
AFTER
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
14
BEFORE
AFTER
logo usage
style guidelines
Our logo is not our brand. A brand is so much more. But
of all the elements that contribute to our brand, our
logo is the crown jewel the symbol of our identity and
perseverance and character. Like our nations flag, the
Quinn Evans logo deserves to be treated with respect
and reverence. These guidelines will help protect the
integrity of our visual identity as we embark on our next
25 years of service.
revised 8/14/09
minimum size
.625 inches
15.875 millimeters
Our logo is designed to remain legible even at very small sizes. To ensure
that it provides the intended visual impact and to maintain the clarity of the
symbols thin strokes, the logo should not be used smaller than 5/8 high
(15.875 mm) in printed pieces or 75 pixels high in electronic media.
75 pixels
q u i n n e va n s a r c h i t e c t s | l o g o u s a g e s t y l e g u i d e l i n e s
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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UNIT 3:
Making the Case for Rebranding
Before you commit to rebranding your firm, its very helpful if every
decision maker at your firm values and understands the investment.
If any stakeholders are uncertain or skeptical, now is the time to
convince them that rebranding is more than a new suit of clothes.
Its about bringing new clarity and focus to your entire business
and that has powerful implications.
In this unit, we provide guidance and tools to help you achieve buy in from the rest of your team.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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While you have everyone in the room together, try to honestly assess what is wrong with your current
brand. Common brand problems include:
>> Outdated brand collateral that no longer accurately reflects what you do
>> Lack of awareness in the marketplace
>> Difficulty getting new leads
>> Low win rates in competitive situations
>> Over-reliance on referrals
>> You dont know how to talk about your firm
>> You are no different than other firms in your industry
>> Trouble attracting quality job candidates
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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UNIT 4:
A Process for Success
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3. Former clients: Former clients can offer clues to building more lasting relationships. They can also
illuminate weaknesses that you never knew existed.
4. Prospects: Prospective clients in your target audience will give you a general sense of your
awareness in the marketplace, how you stack up against the competition and how people perceive
your company and current brand.
5. Lost prospects: Nobody will provide better insight into your perceived weaknesses in the
marketplace than these folks.
6. Influencers: In some industries (such as A/E/C and government contracting), community leaders
can be powerful influencers. They can provide a valuable perspective on a firms perceived strengths
and weaknesses and point out missed opportunities. In other industries such as technology, analysts
or well known bloggers can steer purchasers to certain firms and technologies.
7. Competitors: If you truly know your competition, you know how to succeed. Learn where
opportunities exist to differentiate you firm, how to speak with more clarity and how to build
competitive advantage.
For items 1 through 6 above, youll need to conduct qualitative phone or in-person interviews. If you
want to receive honest answers to your questions, however, use an impartial third party to conduct the
interviews, preferably an individual or firm that can handle the calls with skill and professionalism.
Competitive research can typically be conducted online by reviewing websites of key competitors. What
constitutes a key competitor, however, can be tricky to determine. Our own research into buyers of
professional services1 has shown that there is surprisingly little overlap between the firms you think are
your competitors and firms your clients name as your competitors.
YO U D O N T K NOW YOUR
COM
PETKNOW
ITOR YOUR
S
YOU
DONT
COMPETITORS
Competitors
identified by clients
18
16
Competitors
identified by firm
www.hingemarketing.com/library/article/how_buyers_buy_professional_services_buyers_study/
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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Once youve drawn up a reasonably accurate list of competitors, youll want to collect brand-relevant
data on each, such as their logos, brand colors, taglines, key messages, key service offerings and visual
stylistic characteristics.
Your branding partner will analyze this body of research and develop these deliverables:
1. Brand positioning statement: This brief paragraph describes your unique value proposition,
differentiation attributes and market positioning. Ideally, this statement is intended for internal use
and subsequent marketing message development.
2. Key differentiators: A list of the characteristics that set your firm apart from otherwise similar
firms in the marketplace (especially your key competitors).
3. Messaging architecture: This document identifies your target audiences and provides customized
messages to each. In addition, the architecture document presents potential barriers each audience
may raise when considering your firm, as well as responses to overcome each barrier and evidence
needed to support it. This document will become an invaluable resource to many people in your
firm from sales staff to marketing copywriters.
Some branding firms will add a fourth deliverable at this stage a visual expression of your brand, which
provides a preview of your visual brand.
Once you and your branding partner have finalized the deliverables, you are ready to take this
brand platform and begin the building process.
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Is that photo of a
handshake really setting
you apart from your
competitors?
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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/ 7
Where do you stand today? Use the resources in this Rebranding Kit to help you prepare.
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UNIT 5:
Planning and Budget
Every rebranding team must consider two factors: time and money.
As you plan for a brand overhaul, we recommend that you revisit
these two factors again and again to ensure you are keeping the
schedule and budget under control.
Your branding firm should be able to provide a detailed timeline, as well as a clearly defined scope of work.
Dont be shy to ask questions or request more specific scopes if you arent sure what something will cost.
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Another factor that affects overall timeline is how many individual projects
can be undertaken simultaneously. Some tasks have to be taken sequentially
(Example: 1. Research; 2. Positioning; 3. tagline). Others can be worked on
concurrently (Example: website, brochures, style guidelines).
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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Scenari o 1
Scope
Scope
Firm Size
Timeline
Small
812 weeks
Created only three years ago, this business consulting firm has
adjusted its business model several times to fit the needs of its clients.
Unfortunately, this process of evolution has created confusion within
the ranks as they struggle to define themselves in the marketplace.
The principals know they need help articulating their market position
so that they can clearly communicate who they are and what they
do for prospective clients.
Needs
Scenari o 2
Scope
Scope
Firm Size
Timeline
Basic Rebranding
Small/Medium
35 months
Needs
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Scenari o 3
Scope
Scope
Firm Size
Timeline
Comprehensive Rebranding
and Go-to-Market Strategy
Medium
48 months
Needs
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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These ranges are only guidelines, of course. Branding a large, highly complex organization will be
proportionately more expensive. And very small firms with relatively low earnings may pay a higher
percentage of revenues just to cover the cost of the basics.
BRANDING BUDGETS
500
300
100
5 mm
20 mm
35 mm
50 mm
FIRM SIZE
Figure 3. What firms of different sizes should expect to pay for rebranding.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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Scenari o 1
Needs
Budget Range
Scenari o 2
Needs
Scope
Firm Size
Timeline
Small
812 weeks
Basic Rebranding
Small/Medium
35 months
Budget Range
Scenari o 3
Needs
$75100,000
Comprehensive Rebranding
and Go-to-Market Strategy
Medium
48 months
Budget Range
$100150,000
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UNIT 6:
How to Select Your Branding Partner
Choosing the right firm to lead you through the rebranding process
can feel like a high stakes gamble. Not only are you making a
considerable financial investment, but your image and reputation
are on the line.
To complicate matters, there are many companies of different stripes that offer branding services. How do
you narrow the field and choose a firm that will be a good fit? This unit will provide some welcome guidance.
www.hingemarketing.com/blog/story/professional-services-marketing-consultants-firms/
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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2. Vertically Specialized Branding Firm: These firms have the same advantages as the branding
specialist firms, but with the added benefit of bringing significant experience in your industry to the
table. That means less ramp-up time and a detailed understanding of the competitive environment.
Pricing is similar to branding specialist firms.
Bottom line: Because they already know your industry, its challenges and many of its key
players, these firms are perfectly suited to position your firm in the marketplace and deliver
an engaging brand.
3. Graphic Design Firm: Many, if not most, graphic design firms today offer brandings services.
Typically, these firms are more focused on the aesthetics of branding than the disciplines strategic
side, though there are some exceptions.
Bottom line: These firms can deliver a great looking brand identity, but they may not have the
research and strategy chops to recognize strategic opportunities in the marketplace.
4. Independent Brand Consultants: Consultants can vary widely in ability, but all come with the
same caveat: they cant do everything themselves. That means they rely on contractors to do much
of the work. These consultants are often very flexible with their time and their pricing, but the
quality can be inconsistent.
Bottom line: Unless price is your primary consideration, you can probably get a better result elsewhere.
5. Marketing Consultants: Marketing consultants, either independent or on staff, often have some
experience with elements of the branding process and may be able to walk the talk. They can be
helpful if you already have an existing relationship. The issue is that they can quickly get in
over their head.
Bottom line: Typically a risky choice.
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Here are five practical tips to improve your odds of a successful experience.
1. B e as c lear as yo u can abo ut what yo u want to acco mp l ish and
scale the reso urce acco rding ly.
The bigger the desired outcome, the more sophisticated the resource you will need. The most common
mistake is to expect a small project (e.g., a new brochure) to have a major impact, such as accelerating
new business or repositioning the firm. By the same token, a solo marketing consultant is going to have
a very rough time effectively rebranding your firm. Its just too big a job and requires too diverse a
set of skills.
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We are constantly
amazed at how often
professional services
firms hire marketing
consultants who
have limited relevant
experience.
5. T ry be fo re yo u buy.
The best way to know if you are likely to be satisfied with a marketing partner is to sample their work
before you commit to a major, long term relationship. Listen carefully to their analysis of your situation
and recommendations for change. Read blog posts, research or books they have published. Does their
approach resonate with you? Try them out on a small project and see how they do. This is perhaps the
single best way to test a potential longer term relationship. If they cant impress you in the short run, they
are unlikely to be a good long-term fit.
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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1.
2.
How much of your work is with professional services firms like ours?
3.
4.
5.
What services do you offer in-house and which ones do you contract out?
6.
Do you have a process to ensure our employees will buy into the new brand?
7.
What is an overall schedule and what are the most frequent causes of delay?
8.
How do you price your projects? Are they on a fixed fee or hourly basis?
9.
Does research inform your branding process? If so, what research do you use?
10.
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11.
What are the most common pitfalls in rebranding and how can they be avoided?
12.
13.
14.
15.
Can you share some case studies of firms that have faced the same challenges
we are facing?
16.
17.
What results can I expect from rebranding, and how will my firm be impacted?
18.
How will you manage the project and what reporting can I expect?
19.
Can you show me examples of identity design you have done for companies like ours?
20.
How would you leverage the web to increase the value of our brand?
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UNIT 7:
Free Online Resources
There are many free resources in the Hinge online Library www.hingemarketing.com/library
Here are some of the best:
E lements o f a B rand
Elements of a Successful Brand 1: Positioning
www.hingemarketing.com/library/article/elements_of_a_successful_brand_1_positioning/
Elements of a Successful Brand 2: The Tagline
www.hingemarketing.com/library/article/elements_of_a_successful_brand_2_the_tagline/
Elements of a Successful Brand 3: Personality
www.hingemarketing.com/library/article/elements_of_a_successful_brand_3_personality/
Elements of a Successful Brand 4: Brand Promise
www.hingemarketing.com/library/article/elements_of_a_successful_brand_4_brand_promise/
Elements of a Successful Brand 5: The Name
www.hingemarketing.com/library/article/elements_of_a_successful_brand_5_the_name/
Elements of a Successful Brand 6: The Logo
www.hingemarketing.com/library/article/elements_of_a_successful_brand_6_the_logo/
Elements of a Successful Brand 7: Color
www.hingemarketing.com/library/article/elements_of_a_successful_brand_7_color/
Elements of a Successful Brand 8: Messaging
www.hingemarketing.com/library/article/elements_of_a_successful_brand_8_messaging/
Elements of a Successful Brand 9: Imagery
www.hingemarketing.com/library/article/elements_of_a_successful_brand_9_imagery/
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Budgeting
Setting a Competitive Marketing Budget: Part 1
www.hingemarketing.com/library/article/setting_a_competitive_marketing_budget_part_1/
Setting a Competitive Marketing Budget: Part 2
www.hingemarketing.com/library/article/setting_a_competitive_marketing_budget_part_2/
How to Budget for Online Video
www.hingemarketing.com/library/article/how_to_budget_for_online_video/
Tag lines
How to Develop a Tagline for Your Professional Services Firm
www.hingemarketing.com/blog/story/how_to_develop_a_tagline_for_your_professional_services_firm/
Elements of a Successful Brand 2: The Tagline
www.hingemarketing.com/library/article/elements_of_a_successful_brand_2_the_tagline/
How to Write Your Firms Tagline: A Process for Success
www.hingemarketing.com/library/article/how_to_write_your_firms_tagline_a_process_for_success/
EVERYTHING YOU NEED TO KNOW ABOUT REBRANDING YOUR PROFESSIONAL SERVICES FIRM
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ABOUT HINGE
Hinge specializes in branding and marketing for the professional services. We are a leader in
rebranding firms to help them grow faster and maximize value. Our comprehensive offerings include
research and strategy, brand development, award-winning creative, high performance websites and
marketing outsourcing.
Hinge conducts groundbreaking research on professional service companies. We have identified a group of
firms that grow 9X faster and are 50% more profitable yet spend less than average to get new business.
We can show you how they do it.
To view our full library of research reports, white papers, webinars and articles, please visit
www.hingemarketing.com/library
www.hingemarketing.com
703.391.8870
12030 Sunrise Valley Drive, Suite 120
Reston, VA 22191
Request a
Proposal
703.391.8870
Info@hingemarkeing.com
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