Make your brand work smarter
How well does your brand reflect your strategy?
In an increasingly complex and sophisticated market environment, a strong brand is a vital source of competitive advantage. Yet brand strategy and communications are often an afterthought in professional service organisations. Specialist research packages such as Beacon™ can provide the insights you need to make strategic decisions about your future. But how well does your brand reflect the position you want to occupy in the market?
When was the last time you looked critically at the way you communicate your brand?
What does your organisation stand for? What sets you apart from your competitors? How confident are you that your staff, clients and prospective clients could answer these questions without prompting? When you are recruiting, how easy is it to communicate what your organisation is about? Professional service brands influence behaviour, affect perceptions and expectations, and create value. Importantly, this process happens both inside and outside the organisation.
Your brand is much more than a logo or a set of colours. Many inputs go into building up the 'picture' of an organisation in people's minds and hearts. Your organisation sends messages about itself every day. How clear and consistent a picture do those messages create? Is it congruent with your strategy and the position you wish to occupy?
Brand/ed helps your firm align brand with strategy
Beaton Consulting and Wellmark are delighted to offer brand/ed, a service developed specifically for Australian professional organisations. Brand/ed is designed to help professional service organisations enhance their brand strategy and communications based on their strategic direction and market insights.
How does brand/ed work?
Brand/ed is a staged process that takes you from distinctive brand strategy through to powerful communications executions.
- Brand strategy: we work with you to define and document your core brand identity, drawing on your organisation's heritage, values, strengths and business strategy.
- Review of brand communications: this involves reviewing your organisation's current visual identity against your defined strategy and your competitors' identities. This is followed by a review of the way your organisation communicates its brand internally and externally in terms of consistency and congruence with your desired messages. The results and recommendations are documented in a report designed to help you make practical decisions.
- Brand identity: informed by the brand strategy and communications review, we work with you to refresh or even recreate your brand identity. Depending on your situation and your needs, this stage could involve anything from clarifying and codifying your existing brand communication guidelines to the development of a completely new visual identity and messages.
- Update of brand communications and communication guidelines: we work with you to implement your brand identity across your suite of communications. To help you ensure the consistency and effectiveness of all ongoing communications, we develop a comprehensive set of guidelines for visual and written communication of your brand identity. We can also assist you in the launch of your brand inside and outside your organisation.
Brand/ed is a service of Wellmark and Beaton Consulting
Wellmark is an integrated marketing communications firm specialising in business-to-business and healthcare markets. Wellmark has extensive experience in advising on and implementing branding and communications projects in specialised, knowledge-intensive environments.
Beaton Consulting is a leading firm of management consultants, committed to providing the inspiration and support for the improved performance of professional service organisations. Beaton Consulting's Annual Professions Study and Beacon research packages provide Australia's most comprehensive study of buyers of professional services.
For further information:
Web: www.wellmark.com.au
Web: www.beaton.com.au
Phone: 03 9829 0088
Phone: 03 9829 0000
Email: brand-ed@wellmark.com.au
Email: brand-ed@beaton.com.au
Beacon™ and brand/ed™ are trade marks of Beaton Consulting.