Brand Strategy for Professional Service Industry
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.
We can’t deny the importance of professional services in every sector, whether it’s for filing taxes, bookkeeping, or managing financial records. When a potential client looks into a professional service, they can only create a perception of an industry expert or firm through their reputation, experience, and expertise in the specific area. A tactful brand strategy gives a clear shape to the audience and vision and makes them feel more confident in their decision.
As your strategic partner, PromotEdge devises an all-inclusive brand strategy that promises long-term success. We help identify professional service providers’ position in the marketplace and understand their objectives to create a niche and a unique narrative that attracts attention.
Creating an identity that speaks before you do
What comes to your mind when you think about legal brands like Khaitan & Co., AZB & Partners, Shardul Amarchand Mangaldas & Co., and Cyril Amarchand Mangaldas? These brands represent prestige, legacy, reputation and thoughtful leadership. They have positioned themselves as not just legal experts but as thought leaders in shaping policy and regulatory frameworks in India. This positioning allows them to attract top-tier clients who seek their expertise beyond the courtroom.
Whether you are a freelancing practitioner or a consulting firm, a thoughtful brand strategy is what you need to become a brand or a public identity. It’s not just about a nice-looking logo or catchy tagline. It’s about defining what your firm stands for and how it’s perceived in the market.
Brand architecture is about organizing the different services your business offers under one clear and consistent identity. It’s a creative approach for brands that offer multiple services where the sub-brands can use the parent brand recognition to build credibility and enter a new market even with high competition.
A classic example of brand architecture involves PricewaterhouseCoopers (PwC) which offers a range of services like consulting, tax advice, and assurance. The brand uses the PwC logo, colour scheme, and typography for all markets to maintain brand identity. It also helps the audience to have a clear idea of what types of services they provide.
Mission and visions are like the two sides of a coin giving brands a reason for their existence and an objective to move forward. For the professional service sector, intangibility often becomes a major issue to convince clients about the quality and value of their services. Industry experts and firms in the professional sector need to find new ways to build trust with clients.
Mission and vision allow brands to share their values and culture and create a unique identity that is different from their competitors. For instance, McKinsey’s vision to “help create positive, enduring change in the world” shows how they are committed to their values.
Just like people, brands can also have personality. Especially for large organizations like Accenture, Deloitte, EY (Ernst & Young), KPMG, PwC (PricewaterhouseCoopers), Capgemini, and Tata Consultancy Services. These brands have been successful in creating a well-defined personality that is trusted by millions.
In this cluttered market, it can be harder for a potential client to differentiate between brands, especially in the professional service sector. Brands need to share a relatable side of themselves for clients to put their trust in. Brand personality brings in human characteristics and traits consumers can relate to. At PromotEdge, we help brands identify the special traits that make them stand out from the competitors and give an edge to the marketplace.
Marketing strategy and branding strategy are like the Yin and Yang, while may seem different but are interconnected. Marketing strategy is rather an assertive method that focuses on generating sales and promoting a brand through advertising, social media campaigns, etc. On the other hand, branding focuses on building the foundation of a brand creating a non-shakable recognition that resonates with the audience. In the professional service sector branding and marketing strategies both are essential to building a strong foundation while sharing their narratives with the right audience.
How to create an effective strategy that offers maximum ROI? The answer is to identify and understand your target audience. In the professional service sector, targeting the right audience can seem like a daunting task. But with the right data research and analysis brands can easily identify and understand their target audience. At PromotEdge, as your reliable branding partner, we help identify which industries are more relevant, such as healthcare, legal, IT, etc. Our team breaks down the audience into different segments based on demographics, geography and behaviour, and analyzes market demands and competition for a more personalized approach. Chat with us!
A major section of the professional service industry depends on customer satisfaction. Since service is intangible, brands must focus on identifying customers’ needs and experiences. Mapping customer journeys helps brands identify and take action on customer pain points and stick with what’s working.
The customer journey is not just about the interaction between you and your customers, it’s also about the aspects that are not visible to the eyes but hold the same weight and importance in the customer experience. PromotEdge brings brands closer to their audience by analyzing factors like customer behaviour and attitude.
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IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.
Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.
Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.
Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.
Professional Services: Creative Designing
Communication is the foundation for every business. The professional service sector often struggles to communicate with its audience due to industry-specific terminology and formal communication tone. Buyers nowadays look for products and services they can understand and relate to. For instance, when an audience purchases something, let’s say a watch or a bag, they can visually see the product, which influences their purchase decision. However, professional services like legal services, logistics, accounting and bookkeeping, and Project management are not visible, and the usage of technical terms makes it even more complicated.
Professional Services: Digital Marketing
Professional service is a high-demand sector with a strong growth potential. But in the recent few years, the firms and individual practitioners in this industry have seen a downfall with fewer customers approaching them. A primary reason being the growing popularity of online services. The fast-paced lifestyle has directed customers to opt for a more convenient approach. Unlike the past, where a potential customer would know only a handful of names be it in the IT, legal or finance sector, more options are now available. A potential client can just simply search “best legal consultant in Jaipur” or “top IT consulting firms” on Google, and hundreds of results will pop up. How will a potential client differentiate your firm from your competitors?
Professional Services: Web Solutions
The internet certainly has influenced consumer behaviour significantly. Accessibility to information has made it much easier for a consumer to explore multiple professional service firms in just a few seconds. Brands thus need to accept and adapt to the changes to become successful. Websites are a necessity to cater to the audience who spend most of their time on the internet.
Professional Services: Audio Visual
It’s not an understatement to say audience attention spans are decreasing as the years go by. With the fast-forward nature of social media platforms focused on short-form video content, professional service firms need to understand and embrace the trend of reels, shorts, and feature-length videos for better audience engagement. That being said, creating just any random video content won’t bear results! The easy access to vast content has made the audience “selective” in their choice. With just one scroll on social media, hundreds of new video content appear. Professional firms thus ought to explore the depth of story-telling. Telling a story or sharing a narrative via audio-visual is not merely for entertainment, it leaves a deep impression on your audience that brings you closer to your audience and builds long-lasting relationships.
Client Happiness Speaks Volumes
Show MoreI really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day. The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us. This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge. And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work. So happy and compliments to the team -- Sayantan and PromotEdge team. Thank you.
Abhijit Bhattacharya
Former Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
Show MoreAs a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems. Lastly, I’d recommend anyone who is planning to start or grow their brand, PromotEdge is the best digital marketing agency you can rely upon.
Anish Basu Mallik
Marketing Executive at Unimark Group
Show MorePromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.
Bimal Shah
Executive Director at Fine Organic Industries Limited
Show MoreAn aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.
Bobby Srinivas
Chief Manager Marketing & Brand Marketing at Utkarsh India
Show MoreThe PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.
Giba
Brazilian Former Volleyball Player
Show MoreIn the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.
Hardeep Singh
Marketing Consultant
How PromotEdge Works?
Devising a brand strategy for the professional service sector can be a little tricky. At PromotEdge, our strategic team crafts a personalized strategy following the below process:
Identifying the Objective
We dig deep into an organization to identify its mission and vision. In the professional service sector, it can be difficult to clearly share intangible values with their audience. Our team discusses with our clients to understand their core values and culture to shape up a more suitable plan.
Research
In the professional sector, the ultimate goal is not just to deliver a solution, it is also about building a long-term relationship for future opportunities. Research gives crucial insights on various factors, like audience, competitors, and industry trends to identify how brands can market their services.
Understanding the Audience
In the professional service sector, industry experts and firms address important issues for their clients. Understanding who your target audience is and what they want makes it easier to offer a more personalized experience to the clients.
Strategic Approach
PromotEdge analyzes the gathered information to create multiple strategic approaches to the client. Once we receive affirmation from our client, our team executes the strategies and monitors the results for maximum effectiveness.
How PromotEdge Works?
Devising a brand strategy for the professional service sector can be a little tricky. At PromotEdge, our strategic team crafts a personalized strategy following the below process:
-
Identifying the Objective
0 1Identifying the Objective
We dig deep into an organization to identify its mission and vision. In the professional service sector, it can be difficult to clearly share intangible values with their audience. Our team discusses with our clients to understand their core values and culture to shape up a more suitable plan.
-
Research
0 2Research
In the professional sector, the ultimate goal is not just to deliver a solution, it is also about building a long-term relationship for future opportunities. Research gives crucial insights on various factors, like audience, competitors, and industry trends to identify how brands can market their services.
-
Understanding the Audience
0 3
Understanding the Audience
In the professional service sector, industry experts and firms address important issues for their clients. Understanding who your target audience is and what they want makes it easier to offer a more personalized experience to the clients.
-
Strategic Approach
0 4
Strategic Approach
PromotEdge analyzes the gathered information to create multiple strategic approaches to the client. Once we receive affirmation from our client, our team executes the strategies and monitors the results for maximum effectiveness.
Importance of Brand Strategy in the Professional Service Industry
One
Target Specific Market
Experts and firms in the professional services industry offer specialized services to their customers. With a tactful brand strategy, brands can focus on a niche market which increases trust and loyalty amongst customers.
Two
Builds Reputation & Recognition
High-growth professional firms like McKinsey and PwC focus a lot on maintaining their reputation. In the professional service industry, where tangibility can make your customers have a second thought before reaching out to them, creating a name in a particular market makes brands stand out more and also helps in exploring different markets.
Three
Helps Client Acquisition
When a client approaches a brand in the professional services sector, they want to know how they are different from their competitors. Knowing your competitors’ weak points, and your audience requirements helps you highlight your positive traits and business practices, which makes the lead nurturing and closing processes much easier.
Four
Drives Creative Decisions
For brands that want to dive into a different market or introduce new services, understanding the current flow is essential. Brand architecture helps businesses use their existing popularity to gain faith from audiences and explore new opportunities in different markets.
Case Study
Alumaze
Alumaze launched in 2023, is one of the first ACP manufacturer brands from South India, which is strategically located in Vishakhapatnam and catering to Telengana, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala and Orissa.
B.P. Poddar Hospital
The primary objective of the campaign was to create awareness about BP Podder Hospital’s expertise in knee replacement surgeries and to position the hospital as a reliable and compassionate healthcare provider for individuals suffering from knee-related issues.
DTC Southern Heights
The primary goal was to create a visually appealing and engaging video that showcased the Clubhouse Lunch experience at DTC Southern Heights.
iLead
iLead Institute, a leading education provider, approached PromotEdge with challenges stemming from their existing website. The website was burdened with numerous courses, extensive content, heavy imagery, and other complexities impacting speed and usability. Seeking a comprehensive solution, they engaged our web development team to revamp their online platform.
KNI Airport, Durgapur
Kazi Nazrul Islam Airport, or Durgapur Airport is fully functional airport. It has direct connectivity with all the major metros – New Delhi, Mumbai, Chennai, Bengaluru, Hyderabad.
Kolkata ThunderBolts
The pioneering Volleyball sporting club of Eastern India, who aims to bring the sport into the mainstream and build a cult following helmed by the visionary in Mr. Pawan Kr. Patodia and Mr. Vineet Bhandari.
Nitya
The new entrant in retail genre, Nitya comes from the background of B2B in Gold and Diamond Jewellery. Strategically located in Burrabazar, Kolkata Nitya has excellent modern pieces of handcrafted fine jewellery specially catering to modern brides. We have launched the brand in November 2022 and continue to do their social media amplification to create awareness.
SANY
SANY Heavy Industry India Pvt Ltd (SANY India) is a wholly owned subsidiary of SANY Heavy Industry Co Ltd (SANY Heavy Industry), China. SANY India was incorporated in 2002 and offers the widest range of Construction Machinery in India & South Asia.
Skipper Ltd.
Skipper Ltd aimed to create a comprehensive audio-visual representation of its manufacturing processes and infrastructure. The goal was to highlight the company’s commitment to quality, innovation, and sustainability, reinforcing its position as a trusted global player in the engineering and polymer sectors.
Utkarsh
Utkarsh India Limited is a leading manufacturer and supplier of high-end engineering products and services in the infrastructure, agriculture and domestic water piping industry.
Weichai India
Weichai is the world’s largest engine manufacturing company originated in China. Today, It is a 44 BUSD conglomerate with multi field and multi industry approach.
Got Questions?
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Is brand strategy important for the professional service industry?
Ans.Brand strategy is an integral part of the professional services industry. People can’t see what they are actually gaining from a service provider, making it difficult to put their faith in. A brand strategy helps to create a vision of a brand, its values and what to expect from. -
How can brand architecture help my professional service business grow?
Ans.If you have a plan to expand your business over time, brand architecture can help you stay organized. For example, Deloitte offers several service lines like "Deloitte Consulting," "Deloitte Tax," and "Deloitte Audit" where they strategically use the main brand to promote their other services. -
How can a service user differentiate businesses in the professional service industry?
Ans.In the professional services industry, how you promote your brand makes all the difference. Brands need a strong brand identity that is recognizable by offering niche solutions and sharing their objectives with their audience to leave a lasting impression.
