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Building your brand

Raphael O'Donoghue
Raphael O'Donoghue

This document discusses how to build a strong brand as a professional services firm. It emphasizes that your brand represents everything about your firm, including reputation, relationships, expertise, culture and value. The three key steps to building a brand are: 1) Understand your clients' needs and perspectives, 2) Build a team that can deliver excellent customer experiences, and 3) Communicate your brand values to clients in a way they want. Building a brand is a deliberate, long-term process that requires strategic decisions and consistency in messaging and actions across all customer touchpoints. A strong brand is the identity and essence of an organization that delivers on its promises to clients.

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Raphael ODonoghue - Regional Director, PM Forum Ireland Building Your Brand PM Forum Ireland January 2014
Prof Philip Kotler Your brand is everything your organisation says and does As a professional services 鍖rm: You Are Your Own BRAND! ! Your reputation, personal relationships, expertise, value for money, staff culture. Branding represents everything that exists, and is perceived to exist about your 鍖rm.
Misconception #1 Branding is not about your crayons dept! changing colour and logos
SECRETS 3! STEPS! TO BUILD YOUR BRAND
#1 UNDERSTAND YOUR CLIENTS Understand their needs! What makes them think! What motivates them! Walk around in their shoes
#2 BUILD A FIRM THAT CAN DELIVER Build a team that can deliver the best and exceed client expectations at each stage of the customer journey
#3 COMMUNICATE Communicate your brand values in a way to clients in a manner your clients want. Go back to #1!
Remember Building strong brands do not happen overnight Brands are dynamic living organisms that communicate your business through every word, action and interaction. Each and every touch point online and of鍖ine communicates your brand.! !
Brand Building To forge a great brand you must take DELIBERATE action Your brand must be 鍖rmly rooted in your strategy. You need to take strategic decisions to build your brand, AND Your organisation/team MUST follow through on the message and actions required.! !
David Ogilvy Determine what you want SAY, and then everything you DO should SAY IT Your brand is the identity, culture, perception and essence of your organisation/鍖rm. It is the sum of parts and totality of what you promise and deliver to your clients.! ! You are your own brand. Maybe you should think more about building on it!
Building Your Brand is building your business Raphael ODonoghue Regional Director PM Forum Ireland rafe@rafeodonoghue.com

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Building your brand

  • 1. Raphael ODonoghue - Regional Director, PM Forum Ireland Building Your Brand PM Forum Ireland January 2014
  • 2. Prof Philip Kotler Your brand is everything your organisation says and does As a professional services 鍖rm: You Are Your Own BRAND! ! Your reputation, personal relationships, expertise, value for money, staff culture. Branding represents everything that exists, and is perceived to exist about your 鍖rm.
  • 3. Misconception #1 Branding is not about your crayons dept! changing colour and logos
  • 5. #1 UNDERSTAND YOUR CLIENTS Understand their needs! What makes them think! What motivates them! Walk around in their shoes
  • 6. #2 BUILD A FIRM THAT CAN DELIVER Build a team that can deliver the best and exceed client expectations at each stage of the customer journey
  • 7. #3 COMMUNICATE Communicate your brand values in a way to clients in a manner your clients want. Go back to #1!
  • 8. Remember Building strong brands do not happen overnight Brands are dynamic living organisms that communicate your business through every word, action and interaction. Each and every touch point online and of鍖ine communicates your brand.! !
  • 9. Brand Building To forge a great brand you must take DELIBERATE action Your brand must be 鍖rmly rooted in your strategy. You need to take strategic decisions to build your brand, AND Your organisation/team MUST follow through on the message and actions required.! !
  • 10. David Ogilvy Determine what you want SAY, and then everything you DO should SAY IT Your brand is the identity, culture, perception and essence of your organisation/鍖rm. It is the sum of parts and totality of what you promise and deliver to your clients.! ! You are your own brand. Maybe you should think more about building on it!
  • 11. Building Your Brand is building your business Raphael ODonoghue Regional Director PM Forum Ireland rafe@rafeodonoghue.com