Thinking strategically about your brand is important. It needs to tell clients something compelling about the experience of working with you that will set you apart from your competitors. Your brand positioning also needs to be true to your values and be aspirational for people within the business.
In today’s market too many companies talk about having a client-focused brand without backing this up with a compelling client experience. To avoid your 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.