Companies that provide professional services often struggle when developing and implementing their brand. In fact, the process is so difficult that many small businesses simply give up and just hope their “brand” will eventually identify itself. If you think those businesses eventually fold, you’d probably be right. Even companies that offer no tangible products need to develop some identity that sets them apart from the competition.
The problem is, with no products for buyers to test, to hold, and to eventually purchase, how can one service organization say his or her company is better than the next?
There is a formula you can apply when developing your brand: Brand = value proposition + buyer personas + proof. Let’s break each down, because nothing is ever as easy as it looks.
Killer UVP
We’ve talked before about developing a unique value proposition, but in professional service brands, the “unique” part of UVP is the most important. Let’s examine tax professionals for just a moment. How, exactly, could one tax accountant set his company apart from the tax company next door?
Like most companies, the focus likely begins with the usual claims like client-oriented service, building lasting relationships, emphasis on integrity, or driven by results. These are all worthy value propositions, but they’re the same tired claims every other service organization makes. What can a tax company actually do for clients that another company might not?
H&R Block got it right with their latest campaign: Get those clients some money. This company is now branded as the tax company that will get clients the biggest possible refund during tax season. That’s tangible, right?
You may have to devise new strategies in order to offer unique value to your customers. The boost you get for your brand and your recognition among potential clients is definitely worth the effort.
Target Your Buyer Persona
Believe it or not, the key is not to reach as many people as possible with your brand. Though, if you brand yourself correctly, consumer awareness will follow. The real key is to drill right down to the exact people most likely to buy your products.
As an example, let’s consider a divorce lawyer just beginning his practice. Is everyone out there a potential customer? Of course not. He can forego reaching out to singles and happily married couples, regardless of their age, race, or gender. Does that exclude a lot of people? It does, but they’re people who have no intention of contacting a divorce lawyer anyway. Why waste time and money building a brand that appeals to someone who will never use your services?
The tricky part about developing buyer personas for the service industry is that demographics often don’t provide enough information. Tax professionals, attorneys, and investment firms serve a wide variety of people from all walks of life. Trying to narrow down according to race, gender, age, marital status (though definitely important to our fictional divorce attorney), and even occupation may only serve to muddy the waters.
Instead, your buyer personas need to be fictional representations of those who will buy. You must know their needs, the rhetorical appeals they respond to, and the specific challenges they face. Do they respond more to logical or emotional appeals? Does the prospect of something bad happening if they don’t use your service get them moving? The more specific you get when identifying your customers, the stronger your brand will be.
Proof Packs a Punch
You can market your value proposition to your buyer personas all you want, but you’ll gain no traction if you can’t provide proof. Proof that your tax company will find refunds others can’t. Proof that your divorce attorney practice is affordable and sensitive at the same time. Proof that your marketing company will produce real results.
Your proof can come in the form of case studies, surveys, and other research. Potential clients will take comfort from hard numbers whenever you can provide them. Statistics hold a lot of sway, but they’re not your most powerful form of proof.
Where you’ll really see the best results is in social proof. Dr. Robert Cialdini, creator of the Six Principles of Influence, says, “We’re particularly susceptible to this principle when we’re feeling uncertain, and we’re even more likely to be influenced if the people we see seem to be similar to us.”
What your past customers have to say about your service will help you build and solidify your brand, so don’t shy away from asking them to contribute. Include testimonials that support your value proposition from buyers who match your specific buyer personas. Other potential clients who have considered your company will see themselves in your clients and services, which is the true tipping point.
What struggles have you faced when developing a brand for your professional services? Feel free to start a conversation right here in the comments.
