From PSO to PSB: A New Model for Creating Differentiated Brand Experiences

From PSO to PSB: A New Model for Creating Differentiated Brand Experiences from One North


Unlike B2B or B2C peers, Professional Services Organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building lawyers’ brands. At the 2019 Legal Marketing Association Annual Conference, Kalev Peekna and Ryan Schulz examined how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience at every touch point. When done right, this strategy can help increase revenue, keep clients sticky, and attract and retain key talent to your firm.

The slides above outline:

  • A new Professional Services brand model
  • How to implement the model in a practical and achievable fashion
  • How practices areas, lawyers and marketers can embrace the framework
  • Real-world examples of firms that have adopted this new model and the resulting brand touch points

Interested in a deeper dive into this topic? Let’s discuss how the model can be put to work at your firm. You can also check another recent post to learn how digital brand experiences transform PSOs and drive sustainable growth.

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Kalev Peekna Managing Director, Chief Strategist

Kalev Peekna is the Chief Strategist at One North, leading the Digital Strategy team. He brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims.

  • If I were a vegetable: I would be broccoli. Because I have always wanted someone to call me “cruciferous.” 
  • Most unusual job: Cocktail bartender at a Cabaret
Ryan Schulz Managing Director, Experience Design

As Managing Director of Brand and Experience Design, Ryan Schulz is responsible for making sure clients’ true character is represented in everything his team does: messaging, brand, user experience, visual design and front-end experiences. With more than 15 years in brand consulting, he helps clients break through the sea of sameness that plagues the world of professional services. 

  •  Favorite color: Greenish
  •  Favorite breakfast food: Breakfast tacos

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