For years, professional services firms often used their go-to-market value proposition communication that was uninspiring and undifferentiated, often using the same cliches like ‘client-centric’, ‘deep industry insights’, trusted partners, etc. These so-called value proposition statements were done to death across firms of this kind, and they did nothing really to differentiate one brand from another since everyone was pretty much speaking the same language. And why would they warrant a need to change the status quo? In a space that’s primary B2B where for years they have been successful in ‘winning business’ through referrals or word of mouth, they never needed to communicate ‘differently’ or create a compelling story around their brand communication.

No more ‘Table Stakes’

Then came the 2008 financial crisis which led to profits being hit hard, businesses folding up across industries and spends in professional fees saw a tight-fisted approach. There was a strong case for brands to communicate and position themselves differently, to be seen as ‘value-adding’. This led to a need for professional services brands to be bold and different, to stick their neck out to say what their brand stands for and what are their key differentiators rather than ‘table stakes’ branding.

Instead of harping on the same set of brand proposition terms like ‘global’, ‘integrity’, ‘client-centric’, ‘trusted partners’ and so on, it is time they identify those two or three true brand differentiators that would not only set them apart from competition but also be the pillars on which they can further build their brand.

So, how does one get to this? For starters, you need to look within your business ecosystem; your clients, your management and your employees. Crafting a brief but incisive survey for these stakeholders would go a long way to get you insights on how they perceive, feel and experience your brand, and the common threads of your brand’s true differentiators that resonate with them. That is your starting point.

This insight will be, in its truest sense, pure, and will help build a solid foundation for your brand going forward. This forms the core of your brand story and brand voice. Yes, you can use some of those ‘table stakes’ narratives but they shouldn’t be classified as your primary set of brand values. Calling them key differentiators or your brand’s value proposition is not going to get you much value as all your close competitors are using the same language. Treat them as neutral statements that are expected to be a part of your brand philosophy.

Values like integrity, trust, client-centricity, etc. are the primary principles of doing business and not your differentiators. Instead, dig deep and find what your brand truly stands for, what it represents to your stakeholders and be bold and vocal about it. Translate these differentiators into your visual brand, communication and design language, both for internal and external engagement. Introduce design elements, complementary colour palettes, imagery, typography, etc. These components are what brings your brand to life. It evokes, emotions, aspirations and a sense of purpose that your brand truly reflects.

Finding this sweet spot is a comprehensive exercise which includes getting a lot of pieces together including internal research, getting all your core business areas onboard including human resources, marketing and business development, and a load of courage to be bold and different, but the resultant outcome is a brand that is robust, relatable and with a sense of its true purpose.

Get in touch with us in case you want to discuss this further or want to explore how we can help your brand.