A Game Plan To Convert Prospects Into Raving Customers

Brand building is the process of using marketing strategies to enhance the relevance, shape the reputation and boost the visibility of a firm’s brand. It is often considered a strategic marketing priority that impacts the growth and profitability of the entire firm. So what exactly is this brand you will be building? Your brand is partly your reputation. It’s what people say about you when you’re not around. It’s how they feel about your firm and what they expect from working with you. A winning brand and marketing strategy requires a balance of math and magic. Yes, brand success can be measured if you invest the right analytics and data assets. But breakthrough results only follow when those metrics are harnessed to create creative insights about the unmet needs of your customers, and the most authentic ways to reach them. We believe the individual “brand genius” as we know it is dead – there is no “smartest person in the room” anymore. Instead, great brand and marketing strategies are co-created by inclusive and diverse teams. And we believe they are based on empirical data, not intuition. To that end, our framework helps you identify precisely which factors matter most to your customers. We’ll help you bring a new sense of purpose to every element of your brand and consumer strategy to your choices in offerings, to the customer experiences you design, and to the way you approach the often dizzying array of sales channels that are available today. Our goal is to help you understand how your brand is perceived and how much value it delivers, today and in the future. 

Our approach helps you build internal processes that are flexible, so you can test for results and adapt continuously and quickly. We’ll help you bring agility to the way you work, making rigorous test-and-learn capabilities a core element of your marketing culture. Your reputation has two parts. The first is your general reputation. “They are a good firm” is how a referral source may express this sentiment. The second part of your reputation is what expertise your firm is known for. This more specific reputation might be expressed as, “They are the top experts in historic tax credits” or “They are the go-to firm for cross-border acquisitions in the tech industry.” Why does this matter? Our research shows that firms known for their expertise in specific areas get 60% more referrals. That is a major impact. But reputation alone doesn’t capture the full scope of a brand. You must also add in the dimension of visibility. How well known is your firm in your target market? The better and more specific your reputation and the greater your visibility, the stronger your brand will be.