There is much misunderstanding around what a service firm brand is. Often conversations center on graphic design, brochures, logos, and firm name. In fact, these are merely tools in the brand and marketing toolbox—a service firm brand goes far beyond this.

At the Wellesley Hills Group, we define brand as the collection of perceptions about your firm. We take a client- and market-centric approach to develop a strong, proactive, and competitive brand strategy for your firm and services that positions you in the most positive light to drive preference for your brand over the competition.

We can help you determine how your brand can drive both the top and bottom lines, and then make that brand a reality. We utilize all of the tools of branding to help build the market presence and perceptions that are best for you. 

The Wellesley Hills Group’s Brand Strategy services include:

Brand Analysis: A brand analysis sets the foundation of brand strategy crafting as it provides the answers to questions critical to the process, including:

• How well known are you in the market?
• Are you known in the way you want to be known?
• What difference will it make if you become well known?
• What, if anything, makes your company distinct in the minds of clients and prospects?
• What are your organizational strengths that could be leveraged more strongly in the market?
• How do you stack up against your competition? 
• Are your messages resonating with decision makers, influencers, referral sources, and staff (or would they if your messages were reaching these key stakeholder groups)? 
• Will decision makers, influencers, and referral sources remember you at the elusive time of need?
• Does the staff at your firm deliver your messages of value to the market? 
• With the people that know of you, how strong is their preference for your firm? 
• Do your marketing collateral materials and your website convey a strong, consistent message?
• What will it will take to capture the brand position in your market that will prime you for maximum growth?
• What materials and messaging platforms will you need to build, and with what communications tactics must you bring them out to the market?

Brand Strategy Development: With the knowledge gained during the brand analysis process, our process for building a brand strategy centers on:

• Defining the key attributes that will form the foundation of your firm's marketplace messages
• Crafting a strategy to differentiate your firm 
• Taking your key attributes and building messages and communications vehicles for your firm
• Delivering your messages to the market so the value proposition of your firm will resonate most strongly
• Designing and structuring the visual component of your brand identity and brand look-and-feel standards
• Building an action plan to implement the brand internally at your firm
• Building an action plan to build your brand and leadership position in the market 

Unlike many marketing companies that focus only on the visual components of brand identity, our brand strategy helps align internal and external perceptions about your brand and creates a framework to win market and thought leadership positions, generate leads, and increase your revenue and profit. Is graphic design and copywriting a part of this process? Definitely, but it’s a piece of an overall larger puzzle that we help clients solve. 

To find out more about Wellesley Hills Group’s work in this capability area, please contact us.