Brand positioning

Within professional services the reputation of a firm’s brand is paramount. Potential clients often find it hard to differentiate between similar firms delivering similar services in a similar way. Having a client-focused brand that supports a clear value proposition is therefore critical for winning business. 

Thinking strategically about your firm’s brand is important. It needs to tell clients something compelling about the experience of working with your firm that will set your firm apart from its competitors. It also needs to be true to your firm’s values and be aspirational for people within the firm.

In today’s market too many firms talk about having a client-focused brand without backing this up with a compelling client experience. To avoid your firm’s brand becoming an empty promise you need to make sure all elements of the brand – from the essence of your brand proposition to the nature of the client experience – are in alignment.

Brand proposition - the essence of what defines your firm’s brand Tone of voice - the words, phrases and images you use to describe your brand Proof points - the evidence that supports your brand proposition Client experience - how your brand comes to life when interacting with clients

Meridian West can help your firm to:

  • Measure and track awareness, favourability and reputation of your current brand in the market against competitors
  • Identify what clients, intermediaries and prospects see as the values, ideas and attributes that underpin your brand
  • Refresh your brand, including testing draft brand propositions with clients
  • Articulate brand messages that will be credible and differentiating for your firm’s target clients
  • Make your sure your brand comes to life by advising on your client experience strategy