Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you. This is true for you as a person and also for your firm.
You already have a brand, so does your firm. Your brand is a reflection of who you are and what you believe and value. Your firm’s brand is similar. One way to describe a brand is through three distinct parts, which we call the Value Differentiator.
Relevant Services - The professional services that your firm offers and the markets/clients that you serve
Process Differentiation - The unique tools, processes, business strategies, delivery methods, knowledge base, core values, and techniques that your company brings to bear on a project
Product Vernacular and Style Mystique - your firm’s personality - the way that you communicate and relate to the marketplace, and the distinct flair that represents your firm
