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principals know that branding is the latest buzzword in professional services marketing. Yet, there is some confusion about what branding is, and whether or not it is something that every A/E firm should be considering.
What is branding? There are various definitions, but perhaps the best comes from the managing director of marketing at a firm in the Great Lakes region, who has successfully developed and is now instituting a brand for her operation. According to her, a dynamic firm brand:
* Differentiates the firm. You must stand out to be noticed.
* Creates a strong marketplace image. A brand makes the firm distinctive and "familiar" to those who come in contact with it.
* Projects quality in the design business. In a business where the services aren't tangible until they're built, the brand can make a statement about the quality and nature of the organization before a prospect even meets or talks to a member of the firm.
* Projects the firm's culture. You know the brand the environment of the firm creates for its staff and clients (see the sidebar "How You Can Determine Your Firm's Brand Identity").
* Positions the firm. A brand provides contextit relays to a prospect that yours is a Neiman Marcustype firm that caters to high-income clients, or a Kmarttype firm that provides a variety of basic services at lower fees.
* Conveys strength. A good brand projects an aura of leadership and a strong foundation.
* Serves as a springboard for standout marketing. A brand is an excellent platform for an innovative marketing approach.
Why develop a brand? In the current marketplace, it's becoming increasingly hard to distinguish firms by size of fee or track record. A big factor is the increasing number of nontraditional organizations-such as large accounting firmsproviding consulting services (i.e., facilities management) in areas that were traditionally dominated by A/E firms, Burkey Belser, president of Greenfield/Belser, Ltd. (Washington, D.C.), author of Branding Your Law Firm, provides the following explanation: "The brand becomes the only differentiation there is. Research shows that people cannot tell the quality or value of the services that they receive (so brands provide comfort)."
He notes that "branding works just as well for professional practices, such as architects and engineers,...