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professional services marketing

How to execute a successful rebrand

Posted by Suzanne Willcock on Thu, Jan 28, 2016

Strategic Insurance and Risk Solutions (SIRS) is a Melbourne-based independent insurance and risk consultancy acting for large corporations, government bodies and professions, or in specific classes of risk and insurance. It was founded by insurance industry veteran Colin Smith in January 2000. In 2010, broking of selected risks was added to its suite of services.

The need: After 11 years, the firm had grown into a mature business and was known in the industry for its expertise and professionalism. Unfortunately, it had become usual for clients and staff alike to shorten the firm’s name to ‘SIRS’. Brand recognition was suffering and it was not clear to new clients and prospects what ‘SIRS’ could offer. Compounding the brand confusion was the fact that an adult entertainment company owned the sirs.com.au domain. Colin Smith approached imageseven to advise on a complete company rebrand.

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

Do you know what your clients and prospects care most about?

Posted by Brad Entwistle on Sat, Jan 23, 2016

Do you know what your firm's story is? Moreover, does your team know? The first step to successful branding is ensuring that what you say and who you believe you are, is also how the market perceives you. It is therefore imperative that you and your team are clear on what that is before communicating it to the outside world.

Of course, your brand message portrays the best possible image of your firm but just because you say it’s true, doesn’t make it true. We often lose sight of what our brand actually is and how our market perceives it to be.

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Topics: Branding, Positioning, Visual identity, Rebranding, Professional services marketing

How to differentiate your publications and branding from others firms

Posted by Melinda Webster on Thu, Sep 10, 2015

There 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: 

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

5 ways to help you measure your firm's brand awareness

Posted by Shelley Garcia-Webb on Thu, Sep 03, 2015

According to a recent report from the Association of National Advertisers, 60 percent of survey respondents have a dedicated budget for event marketing measurement, up from 40 percent in 2010. Today, we have a growing number of marketing metrics available.

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

How to achieve consistent communications for your firm

Posted by Maclain Bruce on Sat, Aug 22, 2015

Despite the advent of the digital age, printed publications remain a major communications tool for marketing departments.

Perhaps you can mentally check off the various publications that sit within your own office or storeroom – the boxes of the latest brochure, flyers, annual reports or magazines.

A common issue that many professional services firms face is the fact that when placed across a table these various publications are often not consistent, or even worse, they don’t even look like they originate from the same organisation.

If this strikes a chord with you, here are some simple tips to bring your future publications into line and ensure brand alignment.

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

Embarking on a complete company rebrand the simple way

Posted by Suzanne Willcock on Tue, Aug 18, 2015

Insurance industry veteran, Colin Smith, founded Strategic Insurance and Risk Solutions (SIRS) in January 2000. The firm is a Melbourne-based independent insurance and risk consultancy acting for large corporations, government bodies and professions or in specific classes of risk and insurance. In 2010, broking of selected risks was added to its suite of services.

The need: After 11 years, the firm had grown into a mature business and was known in the industry for its expertise and professionalism. Unfortunately, it had become usual for clients and staff alike to shorten the firm’s name to ‘SIRS’. Brand recognition was suffering and it was not clear to new clients and prospects what ‘SIRS’ could offer. Compounding the brand confusion was the fact that an adult entertainment company owned the sirs.com.au domain. Colin Smith approached imageseven to advise on a complete company rebrand.

Read More

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

When to reconsider your firm's brand

Posted by Shelley Garcia-Webb on Sat, Mar 21, 2015

During a recent imageseven webinar, we were asked the question: “My brand is bad, should I rebrand?” There is no simple answer to this question.

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

Brand is not reputation

Posted by Brad Entwistle on Sun, Mar 08, 2015

Has public relations become a victim of its own success?

The belief that public relations (PR) alone can build a brand is misguided and often dangerous. Brand is very different - though linked - to reputation.

A 2014 study inPowered commissioned with Nielsen on the role of content in the consumer decision-making process established that PR is nearly 90 percent more effective than advertising: “On average, expert content lifted brand familiarity 88 percent more than branded content …”

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

Why your professional service brand is different

Posted by Laura Sheahan on Sat, Feb 28, 2015

There are many things that separate professional service clients from consumers. One of those is that professional service buyers rarely become impulse purchasers. So what is the value of a brand in a professional service environment?

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

Your brand is more than a logo

Posted by Laura Sheahan on Thu, Feb 26, 2015

In this blog, we look to the United Kingdom with an examination of the power of a logo and association with a brand. The outpouring of national pride two years ago when the Union Flag (sometimes called the Union Jack) was seen everywhere during the Queen’s Diamond Jubilee celebrations and this became the visual identity of the UK. This identity looked like it may no longer exist in its current form given the  Scottish independence referendum, which raised the concept that brands become synonymous with their logo, think of Apple, Ford and McDonald’s.

The reality is people do judge a book by its cover. The impressions we make, as individuals and organisations, are powerful statements that shape how we are perceived by others. In a business perspective, everything your firm says and does - your blogs, emails, website social media - all make an enduring brand impression about your firm.  

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

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