Marketing The Professional Services - Part 2

"If we are to present a seamless global service to clients, it is essential that we have a key message which comes through in all our communications and is easy to recognise."

"We want to be seen as the market leader in our chosen areas of expertise. Having a consistent message is the main benefit of an overall communication policy."

"The firm uses a wide range of communication tools. People working in new media may develop different tools than people working in more conventional areas. Although the communication contents can change, the policy ensures the key message remains the same."

"There is a lot of short-term opportunism. Companies have to adapt constantly. Brand managers change every two to three years. Newcomers may want to make changes, but without direction they cannot evolve the brand consistently."

An overall communication policy prevents fragmentation and increases the effectiveness and efficiency of message delivery. A single, recognizable key message supports a seamless global service and consistent market positioning. Consistent messaging helps firms present themselves as market leaders in chosen expertise areas. Diverse communication tools and new media can produce varied outputs, but a policy maintains message consistency even as content changes. Frequent changes in brand managers and short-term opportunism undermine brand evolution without clear direction. Integrating all communication forms requires careful planning and fosters a more professional approach to communication.

Read at The Drum