Insights and Resources

How to create a stronger brand without working on it

How to create a stronger brand without working on it

By Fred Thompson

For a partner in a professional services firm you might be asking yourself, if you could create a stronger brand without working on it then why would I need a marketer/marketing team?

Good question.

For a marketer in a professional services firm you might be asking; if this can be achieved then what should I be doing and would this make me replaceable?  Another good question.

The answer for the partner is YES and NO.

Why YES for the partner?  You do need a marketer, you just need them focussed elsewhere.

Why NO for the partner?  You don’t need a marketer if you’re just hiring them to work purely on your brand.

The answer for the marketer is YES and NO.

Why YES for the marketer?  If you are focussing on the brand alone then YES you are setting yourself up to be easily replaced.

Why NO for the marketer?  No it won’t make you replaceable as long as you know exactly what you should be working on.

Apologies if I have confused you.  Simply put …

“Your brand is an outcome of how strong your position is to your target audience.”

If that makes sense then why would you be working on your brand? Shouldn’t you be working on your position? After all 98% of you don’t have a clearly defined position based on my research, and the only way to achieve a clearly defined position is to have a digital strategy in place first.

So where to from here?

Stop thinking brand, like me, and start thinking positioning.

Don’t keep putting it off. Stop making excuses and get out of your comfort zone.

Stop working with a creative /web development agency. That’s living in the old world.

Take the time and read “The No Bullshit Guide To Digital Lead Generation”.


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