Clearly defined brand positioning and training is highly critical for firms and organizations to understand how they are unique from their competition and to articulate the value they provide to their clients. In this video, hear from Communications Consultant, Christine Nelson, as she shares about the importance of brand positioning for professional service firms and organizations. Her advice includes revisiting your brand positioning often; brand training for leaders and new staff and creating target personas.
If you prefer to read the video transcript, you may find it below:
When we conduct research with clients and referral sources, we are looking for common themes about how a firm or organization is different from its competition. But we also pick up other things in these surveys and interviews. For example, we might learn that some clients only know about the services they use. There isn’t any cross servicing opportunity.
We see the same thing with our association research. Staff members aren’t always clear on how to differentiate their association from their competitors, so it’s hard for them to share that difference with potential members.
These are just some reasons why you should conduct brand training with newly promoted or hired leaders.
They are the face of your firm on social media, in networking conversations and with new prospect queries. Even if they have worked there a long time, a promotion puts them in a different mindset about how to promote your firm or organization. Newly hired leaders also need to know how to approach recruitment and prospecting.
So here is my advice:
Once or twice a year, revisit your brand positioning. Review your messages. Are they still accurate? Do they feel right? Has something changed?
Schedule a time to train newer leaders and staff on why your firm or organization is different and the types of prospects you are looking for. You could help them create some sales questions to qualify prospects.
If you need help creating target personas or branded messaging, you can talk to Ingenuity! Help your leaders confidently promote your firm or organization.