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Why credibility depends on relevance

Brand credibility is something most established professional services firms believe they have.

If your brand feels behind, it probably is

Leaders in professional services are, by training and by temperament, sceptical of instinct.

Modernising your brand doesn't mean losing your identity

The conversation usually starts the same way. A leadership team knows, collectively and without anyone quite

Why growth exposes brand gaps

Nobody talks about brand problems when business is struggling.

Modern firms can’t rely on legacy brands

There's a version of brand heritage that works beautifully.

When your brand no longer reflects who you are

There's a specific kind of discomfort that settles over a leadership team when the subject of brand comes up.

Why buyers remember brands not credentials

Here's a test worth running before your next pitch. Think about the last three firms you personally considered

Grey and navy is not a strategy (Unpacking the cliche colour palette)

Somewhere, right now, a professional services company is briefing a designer. They want something “clean and p

If everyone in your market looks the same, your brand matters more

There's a conclusion many firms in crowded professional services markets reach, and it's understandable if you

Why safe branding is the riskiest choice in crowded markets

At some point in almost every brand project, someone in the room says it. "Let's not be too different."