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.