Tagged
Cross-sector guidance for firms selling expertise. 6 Inkbot Design articles on professional services for professional services firms.
Professional services firms need a reason for every separate identity. This guide explains how to assess buyer needs, preserve acquired reputation, choose parent endorsement and avoid unnecessary websites. Use the decision framework to organise expertise around client trust, with clear ownership of naming, content and future exceptions across the firm.
In complex professional services sales, positioning is not about standing out. It is about reducing perceived risk. Learn the positioning strategies that align buying committees and justify premium fees.
Brand architecture dictates whether your firm's hard-won trust transfers to new service lines, or whether an acquired competitor's equity is accidentally destroyed. Stop treating naming structures as a design exercise. Learn how to allocate trust, risk, and marketing capital across your entire portfolio.
Rebranding agencies pitching a professional firm show strong work, similar process and similar fees. The useful test is narrower: can the agency make your firm’s expertise credible to buyers who rarely meet your partners? This guide shows what to ask, what proposals must include, and which agency suits which situation.
Most brand strategy examples admire logos. This one dissects ten B2B firms, including IBM, McKinsey, PwC, Salesforce and 37signals, through four questions: what each chose to stand for, how it proves it, what the choice cost, and what a 50–200 person professional services firm can realistically borrow from each one.
Most B2B brands aren’t failing at positioning because they lack research. They’re failing because their strategy committee sanded every sharp edge off the message until nothing remained. This guide covers what category-defining B2B brands actually do differently — with named examples, a myth-bust, and a framework you can use this week.