Get out from behind the brand; It’s not that scary and will be well worth it.
Brand, Brand Voice, Brand Messaging, Brand Equity, Brand Blah Blah Blah. The most important brand for a professional services firm is the personal brand of the experts within.
We have a number of relevant philosophies we adhere to in our digital marketing two of them are this:
“People are Experts not Brands”
“People don’t engage a brand to deliver advice they engage an expert or a trusted adviser”
So why would a firm have a company branded twitter handle and not have the partners individually tweeting demonstrating and marketing their expertise and their own personal brand?
Every day my Twitter feed has brand content being delivered by the receptionist, marketing coordinator or CEO? Buggered if I know.
Does your website have a natty news-feed on the home page? Any idea how many people actually look at it and if not why is it actually there?
Let’s face it, who actually gets up in the morning (or any time of the day) and goes to a professional service firms website to read the news…?
You’ll get far more value from profiling some of your team and their areas of specialty and expertise. They could even develop some compelling content that further proves the depth of knowledge they possess.
So if you or your marketing team is investing time and money into the brand via marketing collateral, newsletters or events is that “investment” generating a return? Not sure, you’re not alone; measuring increase in brand equity can be at best an educated guess.
The beauty of a digital marketing strategy is that every aspect of the implementation can be measured; how many people actually read my blog articles, how many people viewed a Webinar, how many people clicked on a Sponsored Update on LinkedIn and filled in the email address on our landing page.
So, think about your personal brand versus the brand of the firm, how they are positioned and which one of them is your target audience most likely to engage with.
Oh, and by the way, I don’t have anything against a good-looking brand that reflects the positioning of the organisation.
In fact over the past 19 years we’ve developed some great brands including Mercy Health, Office National, Penfold Motors and many more.