Internal and Employee Branding
The most successful brands are built from the inside out. With professional services, the service is inseparably linked with the provider, and clients are in effect in the factory with us, watching everything be produced along the way. The most successful firms strive to ensure that the quality of that work is consistently upheld, client expectations are always met, and that there is little variability between service providers within the firm.
Given that a firm’s greatest assets are its people, it is imperative that everyone understand the firm’s brand and its positioning so that their actions are consistent with the messaging put out to the market. If they aren’t, the firm loses power and credibility with its clients.
With the right internal marketing strategy, all employees should know how to properly handle every client interaction.
Employee Value Proposition
To truly understand what the employee value proposition is, we start by developing a foundational knowledge of the firm, its brand, culture, clients, and overall business strategy. We don’t look to change the culture of an organization; we look to understand what makes it special and how it has attracted talent and clients throughout its history. Often, professional services firms attract similar personalities. There is very often a common thread that binds those people together and helps determine why they work at that firm versus another.