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Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them

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Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them

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Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.

Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.

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Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them

  1. 1. Your 3 Most Visible Brand Assets - And Why You Shouldn’t Underestimate Them Presented by: Elizabeth Harr
  2. 2. 2 As a savvy marketer, you are probably very familiar with the more obvious elements used to create a brand, such as name, logo and color palette.
  3. 3. 3 But your brand doesn’t stop there. In this presentation, we will take a closer look at three fundamental brand pillars that are critical in conveying your brand to your target audience. Your Website Social Media Content & Thought Leadership
  4. 4. 4 But before we go too far, let’s take a look at 
 3 brand principles you may not have on 
 your radar.
  5. 5. 1Your brand is built every day.
  6. 6. 6 First things first, building a successful brand isn’t a one-time effort or a project with a contract; it’s a daily endeavor, a never-ending story, a constant eye on the prize.
  7. 7. 2Brand = Reputation x Visibility
  8. 8. 8 A brand is also equal parts reputation and visibility, and you need a 50-50 blend of both to really make an impact. Think of it like a seesaw: your reputation builds your visibility, which builds your reputation, and so on. In fact, without the right amount of both these elements, you stand to lose business.
  9. 9. of firms have received a referral from people they have not worked with. Source: Visible Experts®: How High Visibility Expertise 
 Helps Professionals, Their Firms, and Their Clients Going Beyond Traditional Client Referrals 81.5%
  10. 10. 10 That’s right—having visibility around the things your audience cares about can garner brand referrals from people who have not worked with you.
  11. 11. 3Your brand is you, but it’s not for you.
  12. 12. 12 Although your brand may be built and created by you—it is not for you—and your dreams for what your brand could be should not be clouded by what your brand actually is to your target audience. Every element you create, from logos to collateral to email salutations, must always be designed with this audience in mind.
  13. 13. 13 And speaking of your audience, a successful brand uses multiple touchpoints, both digital and traditional, to connect with its target.
  14. 14. 14 The good news is, for every traditional marketing tool you use (print advertising, meetings, networking), there is a digital corollary (email, webinars, social media), which allows your brand to build its reputation and visibility across all key marketing mediums at the same time.
  15. 15. 15 Traditional Brand Strategies Digital Brand Strategies
  16. 16. 16 However, not all mediums generate the same impact with potential buyers. Up next are 3 often under- appreciated brand elements that can help build your brand’s reputation and visibility: Your Website Social Media Content & Thought Leadership
  17. 17. 17 Every bit as important as your logo or tagline, these fundamental brand pillars are also among your strongest brand assets, and should be developed and nurtured with the same intensity you applied to choosing your name, icon or font.
  18. 18. First and foremost, your website. The most visible aspect of your brand, your website is also often the first touchpoint to your brand for potential buyers. Check out these statistics:
  19. 19. Source: Visible Experts®: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients 80.8% of buyers check out your website. Before they give you a shot at winning their business.
  20. 20. of professional services buyers have ruled out a firm because of an unimpressive website. 29.6% Source: Referral Marketing for Professional Services Firms Research Report
  21. 21. rule out a firm because they couldn’t understand how the firm could help them. 43.6% Source: Referral Marketing for Professional Services Firms Research Report
  22. 22. 22 Your website should be your brand’s hub. But before it can drive growth, it needs the following elements: We provide the services you need. This is how we do it. Free download! Free download! Educational Content SEO Blog Links Offers Clear Messaging Mobile Friendly A B C D E F G
  23. 23. The next critical tool is social media. Participation is mandatory — it’s can be a powerful force in both brand recognition and perception, and in many cases social media can become the mouthpiece of your business. Let’s take a closer look.
  24. 24. 24 Brand Benefits of Social Media Promotes content. Serves as online networking. Contributes to SEO. Functions as research tool. Contributes to recruiting.
  25. 25. Source: Visible Experts®: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients 59.9% of buyers check you out on social media.
  26. 26. 17.0% of non-client referrals are made because of social media. Source: Referral Marketing for Professional Services Firms
  27. 27. 18.2% Source: Referral Marketing for Professional Services Firms of referral makers 25-34 years old won’t refer a provider who is not on social media. Millennials’ Revenge
  28. 28. #HingeACEC And LinkedIn is the premier social network for business professionals, with over 300 million members.
  29. 29. #VisibleFirm
  30. 30. 30 Whatever the channel, it’s not about just showing up and creating an account; proactive involvement is a must. Social media is about showcasing your brand, interacting with your audience, and educating them on your expertise—and why it matters to them. Which in turn builds your brand’s reputation and visibility.
  31. 31. 31 Social media is about showcasing your brand through interacting with your audience — educating them on your expertise.
  32. 32. Which brings us to content—your proof points around your expertise.
  33. 33. 33 But content can’t be just words on a page; it must be targeted to the issues and topics your audience cares about, and offer them original insights and solutions to these concerns. Let’s see why you need to start thinking about remarkable content.
  34. 34. 34 According to our research, firms that consistently win new business do so by educating their target audience with new and original information. Winners Runners-Up #42#1 Educated Me with New Ideas or Perspectives Educated Me with New Ideas or Perspectives
  35. 35. 35 In fact, content is how buyers learn about your expertise, and consequently, about your brand overall. Source: Referral Marketing for Professional Services Firms
  36. 36. #RethinkingReferrals Rule out referrals because the firm had poor quality content. 23.5% Source: Referral Marketing for Professional Services Firms Research Report rule out firms because of poor quality content. Whoops.
  37. 37. 37 What does great content do for your brand? Eight key things:
  38. 38. Builds Trust —- can this be an image instead of words? 1. It builds trust 2. It demonstrates your expertise 3. It allows prospects to sample your thinking and approach 4. It encourages SEO; search engines love original content 5. It helps qualify and nurture leads and build your brand 6. It’s less expensive than traditional outbound marketing 7. It works around the clock and around the globe 8. It drives growth and profitability
  39. 39. 39 Without valuable content, your brand runs the risk of fading into the noise of competition, and you are not engaging with your target audience as a viable, reputable expert who can answer their needs. Without valuable content, your brand runs the risk of fading into the noise of competition, and you are not engaging with your target audience as a viable, reputable expert who can answer their needs.
  40. 40. 40 Good brand strategy will recognize — and utilize your firm’s website, social media, and educational content as fundamental tools for conveying your brand to your target audience.
  41. 41. 41 These tools are the most visible attributes of what matters most in professional services — expertise. Use them to help you stand out from the competition — and put your brand on the path to greater success.

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