professional services

Brand with Personal Relationships (video)

CH: Jonathan, the personal brand transcends what we actually do for a living.

JF: It should yes, absolutely.

CH: And it really relates to a quality of some sort. It could be something to do with a personal characteristic or something physically and it could be integrity, a personal character: we associate that for example with Colin Powell (integrity). Someone like Margaret Thatcher was known as “The Iron Lady.”

Brand strategy to maintain trademark registrations and avoid genericide

Professional Service Brands (video)

CH: Jonathan, what is it about building a service brand that is more difficult than dealing with a consumer brand?

JF: With consumer brands, all of us can immediately see the product that’s being sold and it’s not the sales person who’s responsible necessarily for selling us or winning over the purchase, it’s the product that we’re buying. With professional services, we look at the professional as the intangible product. It’s the person who is delivering the service, it’s the person that we can engage with, and because none of us are alike, it makes that individual kind of a moving target.

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