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professional services marketing

How to differentiate your publications and branding from others firms

Posted by Melinda Webster on Thu, Sep 10, 2015

BrandingThere are multiple firms that offer the same services, but no two firms are the same. There are, however, two common goals all firms share: to provide clients with the best services possible and to communicate what sets their firm apart. Here are five simple tips to follow to differentiate your firm and communicate what makes you unique: 

  1. Tell a story
    Every firm has a history. Whether you are a new business or have been operating for decades, embedded in your history is an interesting tale. Survey your staff to get an idea of what people find most interesting, then use this to tell prospective clients a bit about yourself in a personable way. Who founded the firm and why? What is special about your team? Find the aspects of your firm that convey the ‘heart’ of your business. Condense your story and include it in the ‘About …’ section of your website and publications – and communicate it consistently.

  2. Redefine the client experience
    Does your firm implement ideas and methods that transcend the norm? Do you have a unique way of working with a client to bring their ideas to fruition? Chances are, you are doing something differently. Identify your unique vantage points and market them as an example of the way you are redefining the client experience. 

  3. Communicate your area of expertise
    What does your firm specialise in? Have you won awards for previous projects? Every firm has an area they excel in. Convey your firm’s expertise by showcasing your specialities. In plainer terms, show what you do best and why you can do it better. Use this as a theme for your branding and publications. Conveying your unique strengths will engage prospective clients and improve the recall of your firm.

  4. Be consistent with design and aesthetics
    It’s vital to keep all of your branding consistent. Take the right measures to have a logo designed that truly reflects the voice of your firm. This can often include a motto/tagline to aid visual imagery. If your existing logo has been in place for many years, assess whether it reflects the changes and progress your firm has made. Research your competitors’ branding. Will your logo get lost in the crowd or stand out from the pack? Often, a few small tweaks to refresh the design can be highly beneficial. The next step is to then ensure you market your logo across all communication materials so that current and prospective clients recognise it and associate it with your firm. It should of course feature heavily on your website along with all stationery. This includes letterheads, email signatures, newsletter templates and all promotional materials such as print advertisements, brochures and any other printed material.

  5. Analyse your competitors – then fill in the gaps
    If your goal is to set yourself apart from other firms, you need to find a way to offer prospective clients a different experience, with their needs being the driving force. When it comes to publications and online branding, use captivating imagery that showcases your firm’s creativity as opposed to dense, copy-based documents. Above all, ensure you are accessible and there to answer all queries from prospective clients, whether this be by phone, email or in person. It’s useful to analyse what your competitors are doing and identify weak points or things that are missing from their publications and branding. This will help reinforce your own ideas, providing a clearer picture of what you don’t want to convey.

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This blog was written by Melinda Webster

As Account Manager at imageseven, Melinda is committed to the unique journey of every client to bring their ideas, hopes and value to fruition. Originally from Sydney, her newest passion is exploring the beauty of the West Coast.


Topics: imageseven, Branding, Communication, Marcom, Rebranding, Professional services marketing, PSM, Brochures