Branding is more than a pretty logo. The concept of a brand name is creating a persona that discriminates, differentiating you from your competition. Branding builds value for your products and services, because clients and prospective customers believe that you offer a superior service.

The process of branding begins with an honest evaluation of what your organization is in real life. Are your people skilled? Great. But are they passionate about what they do? Better. Is your organization focused on your customer's satisfaction? Superb.

But branding is more than that. Most firms have a "factory-out" mentality. In other words, management is focused on getting work out the door as fast as possible to bill it. Prompt service is important, yes, however taking a more customer-centric approach means addressing the real issues your clients have for which they hired you in the first place. If you do tax returns, do you know what is most important to your customer? Is it prompt preparation? Is it providing strategies that save on taxes? Is it only price?

Innovation is sparked by listening carefully to customers and doing things that solve their problems. A successful branding process will do a deep dive into your best client relationship, determining why they are successful and profitable. It also is a way to discover what relationships are sub-par and dragging down your team. 

When your brand speaks to the core of what your best customers--and your target customers--want most from you, you will only attract more "A" clients who value your company above others.

If you want to discuss your brand issues to discover how to approach a rebranding exercise, contact Larry Feld today at 973-768-5057 for a confidential, no-obligation conversation.

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