Professional service firms have for decades gone to great lengths to build brand differentiators into their physical client experience to project what they stand for — cool/expensive offices in great locations, plush meeting rooms with everything from cappuccino on tap to Fritz Hansen furniture, art collections that ooze sophistication and…

Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm’s offer. Surprisingly, this externally focused part of the brand strategy often gives CMOs a big headache because of the internal dynamics.

There’s a ton of strategic innovation and acquisitions going on in the…

A confident and successful business doesn’t hide its strategy — it should be visible to all — and the organisation’s brand should be the most tangible manifestation of that strategy to all its audiences inside and outside the office walls.

To make sure we’re all on the same page, it’s…

As CMO of a professional services firm, do you see branding as an opportunity to put marketing at the heart of the firm’s overall business strategy, or a potential ‘career-limiting move’?

Partnership cultures are hard to navigate. They can be treacherous, but at the same time winning hearts and minds…

Ian Stephens

Branding for professional service firms | Founder & CEO at Principia Brand Consultants principiaconsultants.com

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