Only a few decades ago, branding used to be the domain of consumer products like food and fast-moving consumer goods. But today, brands are pervasive in every industry particularly professional service organisations.
Luckily, we have many clients in professional services who are fully aware of the need to build and nurture their brand to remain in touch and relevant to their clients. In fact, we have recently presented to a Board or two precisely on this topic!
In case you didn’t know, company brands are already the main discriminator in a client’s choice. Clients depend less on your core service – features and benefits – and more on what your brand stands for and its relevance to them.
A key component of your brand is a relatively new but well-known term – a value proposition.
A value proposition is a collection of clear, compelling, tangible reasons why someone should buy from you and the benefits or results they will receive.
It creates a ‘soft’ benefit that gives a brand personality that people can relate to.