There is evidence everywhere of companies that have not given adequate thought or resources to how powerfully and consistently their people represent the company brand.
With the rise of online job search platforms such as Glassdoor that include a review of the company by employees, businesses and leadership teams are challenged like never before.
In recent years many accounting firms have developed strong online brands, including contemporary websites and a consistent social media presence. These businesses recognise that the world is now online, and new clients need a series of touch-points, including digital, before they have built the trust and familiarity to choose to work with them.
When small law firms are competing for attention and clients in a flooded marketplace, they often have to work hard to be noticed and quickly gain trust.
Many corporate clients I work with want to bring more of who they are as an individual into their professional image or ‘personal brand’. This is a great idea, since people do business with people and showing who you are is your best bet at standing out and really connecting.
It’s surprising how many businesses don’t have any sort of marketing plan. ‘We are doing well, we have long-term clients, we don’t need to do marketing’ is something I hear from time to time. Great the business is going well, but what about the future? A marketing plan is not just about growth, it’s about risk management too.
Having decided a professional business needs a website with professional imagery, your next step is to choose a photographic style that suits you. If your brand is about you, you will be looking for a range of profile and ‘at work’ shots that reflect your personality in business – your personal brand. If you work with a larger team, you will be focusing on the business brand in a broader sense, and what type of images fit with your core brand messages and target market.