1. Why Rebranding Matters

2. our most important asset.
Our brand is arguably
our most important asset.

3. What is a professional services brand?
Our brand is the totality of how our audience sees, talks about and experiences our firm.

4. Reputation x Visibility = Brand Strength
How do you measure a brand?
Reputation x Visibility = Brand Strength

5. What does this mean?
The better and more focused our reputation and the greater our visibility within our target client group, the more valuable our brand.

6. The Strongest Brands… Have 32% higher realized billing rates
Close a higher % of new business
Generate new leads earlier and less expensively
Attract higher quality job applicants

7. Rebranding Readiness Do we have specific goals we want to achieve?
Does top management recognize the need?
Does marketing staff recognizes the need?
Is rebranding is a priority?
Have we set aside a budget?
You we identified the internal team?
Have we identified our outside branding partner?

8. How Rebranding Impacts Our Firm…
Re-focuses our strategy to the right targets
Strengthens our value proposition
Tells our story in a clear and powerful way

9. Top Reasons Firms Rebrand
To grow faster
To offer new services
To target new clients
Their message is not clear or compelling
Their brand is out of date
More competition in the marketplace

10. Overview of Rebranding Process…
Get the strategy right
Build the new brand
Roll it out
Build it over time

11. 1. Get the Strategy Right
Structured research of clients, prospects, competitors, and influences
Study external and internal brand
Brand strategy
Audiences
Differentiators
Positioning
Messaging
Visual expression
Value proposition

12. 2. Build the Brand Name, logo, tagline Identity Package Website
Collateral and tools
Tools to tell the story

13. 3. Roll It Out
Roll out plan
Building internal buy-in
Training

14. 4. Build It Over Time Marketing plan Support and troubleshooting
Track and adjust
Outsourced services

15. How Long Will It Take? Depends on many factors:
Size of your organization
Number decision makers
Amount of research required
Scope of deliverables
Responsiveness of both teams

16. How Much Will It Cost?
Average firm spends about 5% of revenues on marketing
Rebranding usually requires 10–20% of marketing budget

17. Scenario: Start-Up/ Small Firm
Scope: Basic rebranding (research, positioning, messaging, logo, tagline, website, brand guidelines)
Timing: 3–5 months
Cost: $75,000–$100,000

18. Scenario: Firm Re-focus
Scope: Brand strategy refinement (Research, positioning, messaging, tagline, messaging architecture)
Timing: 8–12 weeks
Cost: $20,000–$30,000

19. Scenario: Complex Firm
Scope: Comprehensive Rebranding and Go-to-Market Strategy (Research, positioning, messaging, logo, tagline, website design & development, multi-piece collateral design & writing, messaging architecture, expanded brand style guidelines, marketing plan)
Timing: 4–8 months
Cost: $100,000–$200,000

20. Selecting a Branding Partner
Clear goals and outcomes
Do they understand our firm and industry?
Have they done it before?
Do they take their own medicine?
Can we try before we buy?

21. Thank you! Connect with Hinge www.hingemarketing.com/blog