Does your firm have a Brand Gap? A gap is created when a firm’s own view, opinion and perception of its image and reputation, competitive strengths and market position are different from those shared by its major stakeholders.
Linda LaBrie has a track record of identifying and closing Brand Gaps for professional service firms. She does this by conducting and analyzing market intelligence and stakeholder research that will first define the Brand Gap and then inform and drive the Brand Building Effort. She then continues to manage the brand building process for her client by facilitating the review and the selection of the most appropriate brand development partner, with whom she co-directs the Brand Building process.
Her intelligence gathering efforts focus on the firm’s internal and external stakeholders, including direct and indirect competitors:
Internal Assessment
An internal assessment of a firm’s culture, image, products, service standards, market position and competitive advantages is the initial step in the brand building process. Despite working for the same firm, the views of management, professionals and staff often vary considerably. While not ideal, this quite common outcome of this initial phase also underscores its critical importance. LaBrie Consulting conducts personal interviews and facilitates small focus groups with representatives of the firm including Managing Partner, Executive Committee members, selected professionals and staff to develop a realistic assessment of the current and aspirational brand and positioning strategy and platform. These internal views will be compared with external views to determine the extent of the brand building challenge.
Stakeholder Interviews
Quite often, the brand building process is a firm’s initial foray into the world of client feedback and market research. The combined views of the firm’s stakeholders represent a treasure trove of actual experiences with, as well as perceptions and impressions about the firm, professionals and staff. Having completed the Internal Due Diligence phase, LaBrie Consulting conducts face to face and telephone interviews with selected stakeholders, including clients, referral sources, prospective employees and industry and community leaders. Without insights from the external marketplace – without this critical “reality check” – the road to a firm’s authentic brand and positioning strategy and platform will be severely compromised. It is at this stage that any “gap” between internal views and external perceptions surface.
Competitive/Gap Analysis
The competitive environment in the professional services industry is fierce, diverse and ever-changing. Do you know who you compete with for business and market share? Which other professionals/firms are on your clients’/prospects’ short list of providers? LaBrie Consulting conducts a comprehensive audit of firms you compete with today and aspire to compete with tomorrow to accomplish three key objectives:
- Document their brand strategy, positioning statements, key messages and visual platform
- Uncover their strengths and weaknesses
- Define with confidence your competitive advantage and future brand and positioning platform.
Once the research phase is complete, Linda works with the selected brand building partner to develop the remaining three:
Core Positioning Strategy
When your stakeholders think of you, what do they think? This is the position you own in their minds, it is your Core Position. Using the insight gained from Internal, Stakeholder and Competitor Analyses, Linda La Brie and her brand-building partner will articulate long-term positioning strategies that are authentic, defendable and distinct.
The Positioning process is a simple one that is based on unbiased interpretation of what stakeholder audiences tell us. What is complicated, however, is the development of internal consensus, buy-in and commitment to implementation. LaBrie Consulting makes sure that the right people are given the right voice, that the work is understood by all and that agreements are wholehearted. The result is the definition of a strong Core Positioning Strategy that will be clear and usable by everyone in your firm.
Visual Identity
One of the simplest and most powerful tools communicators have available to them is a clear and strong visual identity. Your logo, the colors and the typographic and illustrative elements you use all work for you 24/7, wherever your stakeholders find you. Based on the firm personality which is identified in the assessment phases of the work, the brand-building partner then develops clear and engaging visual standards that make your firm recognizable at all points of audience contact, including Website, printed collateral and pitch and presentation materials.
Development, Production & Execution
Depending on specific client needs and capabilities LaBrie Consulting and partners fully manage and execute the production of your brand building project, from the design of an integrated communications plan to the development and launch of a successful Website. They offer clients a diverse portfolio of success and experience to share.