Rebranding a service organization, specifically an accounting firm, can present challenges other industries may not encounter. In this episode of Branding Business, Ryan Rieches, Co-Founder at RiechesBaird, talks with David Krajanowski, partner at SingerLewak – a leading regional accounting firm – about how RiechesBaird and SingerLewak worked together to help define the firm's brand promise, develop their tagline and come up with a name that would resonate with clients and prospects.
Topics and principles explored in this show include:
- How to evaluate your brand promise – how are you defined and what do customers want from you? (3:30)
- What goes into developing your tagline – evaluating strengths and differentiators amongst competition and validating those with customers. (5:43)
- How do you reach a consensus on positioning or brand naming when dealing with many business partners? (9:13)
- Professional services naming – what your target market thinks, matters. (12:17)