How to Track and Differentiate Your Brand in Professional Services
Meridian West’s webinar explores brand tracking and differentiation in professional services, where brands are shaped primarily by people, culture, and client interactions rather than traditional marketing. Ben Kent and Bertie Heppel demonstrate the tangible connection between brand awareness and business outcomes, including client favorability and pricing power.
Three major trends emerge: firms extending brand narratives beyond core services to reflect societal purpose, service diversification, and increasingly sophisticated measurement techniques using AI and social listening. Critical metrics include sentiment tracking, attribute alignment, and competitive benchmarking aligned with strategic goals.
The discussion emphasises authentic client interactions as powerful brand builders, supported by advanced analytics for deeper insights. Success requires aligning internal culture with external brand promises, integrating client and employee perspectives, and maintaining long-term strategic investment rather than expecting immediate perception shifts.
In this webinar Meridian West explores insights and strategies to help professional services and B2B firms understand how their brand is performing in the market relative to competitors and peers.
- The value of market research in informing strategic brand decisions.
- Common frameworks for measuring the health of a professional services brand.
- Lessons learned from Meridian West projects - including Meridian West's proprietary Business Buyers Barometer research - about the health of professional services brands today.
- Brand insights to be aware of for the future.In this webinar Meridian West explores insights and strategies to help professional services and B2B firms understand how their brand is performing in the market relative to competitors and peers.
Ben Kent explains that brand in professional services is closely tied to people and culture, differing from B2C where products are more tangible.
Brand matters more in professional services due to the intangible nature of services and the trust required in client relationships.
Firms making bold claims about their capabilities, diversification of services, and increased sophistication in brand measurement.
Bertie Heppel discusses the importance of tracking brand sentiment, attributes, and benchmarking against peers to understand brand performance.
Insights on how integrated campaigns can quickly reposition a brand and measure ROI through targeted surveys and channel strategy refinement.