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Branding a professional firmSuccessful branding is all about having an in-depth knowledge and appreciation of what makes existing clients decide to buy specific products and services, what needs that purchase is fulfilling and then branding that product or service to meet those needs. To most of us, the term “brand” conjures up an identifying symbol, a catchy phrase, or a trademark that a company uses to identify and advertise its product. However, the true purpose of a brand goes well beyond sending a series of impressions into a target market to create a response. A brand makes a promise; it pledges quality to the user. Brand success is critical in the professional services firm where the people are the product and the brand must be lived to ensure that the promise is fulfilled.
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the PROGRESSIVE BUSINESS GROUP - STRATEGIC MARKETING FOR LEGAL AND PROFESSIONAL SERVICES