Tips for Creating Your Firm's Brand
Source: Capstone Connection
Following are excerpts, reproduced with permission, from an article by Jean Caragher, president of Capstone Marketing.
In this article, Jean Caragher presents PwC's new brand and logo, and gathers insights about it from branding and design professionals. She also quotes leaders from within PwC, who explain what the company is trying to communicate with its new logo and brand. Caragher uses PwC's branding choices as a way to teach readers what they need to consider when branding their own companies. Here are a few of those insights:
- Be clear. Your firm's brand is who you are, not what you hope to be. Your brand positioning communicates what your clients can expect from working with your firm and should visually be front and center. PwC's new brand positioning isn't clear. Google indicates that its tagline is ‘Building relationships. Creating value.', but is this correct? It would be more effective if the brand positioning were attached to the logo.
- Be consistent. After a brand is created consistency is critical. All materials including business cards, letterhead, signage, website, etc., should support the brand. All old materials should be recycled or thrown away.
- Be smart. Do your homework. Seek feedback from your employees, clients and contacts to create a brand position that is real. PwC consulted with clients, partners and other stakeholders for more than one year about how best to position the firm in the marketplace.
- Be the brand. Create a brand that your firm and people can live and breathe. Your brand must be authentic. Do not make a brand promise that you can't keep.
For the complete article, read “PwC Branding: Hit or Miss?”
From Capstone Connection, Marketing Ideas and Strategies for CPA Firms, Capstone Marketing, www.capstonemarketing.com, October 22, 2010.