For most technology services firms, the firm’s brand is arguably the most valuable business asset — and perhaps the least well understood. That’s not too surprising, given that few tech services firms are run by executives with a marketing background.

Why so important? Think about what a brand is.

1) Brand is partly your reputation. It’s what people say about you when you’re not in the room.

2) It’s also partly your visibility. How well known is your firm in your target market?

3) Lastly, it’s part relevance. Do you offer services that are relevant to solving important client problems?

A well-known, well-respected and highly relevant firm (i.e. a firm with a strong brand) has an easier time winning new clients, commanding premium fees and attracting and retaining the very best talent.

How do you build a strong brand? The most effective brand strategy will simultaneously help firms improve their reputation, increase their relevance, and boost visibility to the target client. With that in mind, here are the top 5 tips for developing your tech firm’s brand strategy.

1. Content Marketing

Content marketing involves providing a steady stream of useful information to potential clients or influencers. Educational, not promotional. Content marketing addresses relevance, reputation and visibility. Over time, potential clients who digest your content learn how you approach problems and develop trust in your firm. When they need assistance, your firm is at the top of their list.

Content marketing works because it’s how the marketplace wants to be approached. It relies on winning clients by sharing something of value rather than trying to persuade or “sell” them. As such, it is a great way to build a brand and generate leads. Here’s a post that offers details on building a content strategy.

2. Develop Visible ExpertsSM

Many firms have experts, but few of them go on to become well known and influential among their target client group. We call these fortunate few Visible Experts. By deliberately developing one or more of these high-profile experts, a firm can dramatically increase the power of its brand.

Visible Experts: Halo Effect

The strength of a Visible Expert’s personal brand transfers to the entire firm by virtue of the “Halo Effect.” In the same way that a university becomes more prestigious when it has a Nobel Prize winning faculty member, a tech services firm benefits by having a nationally or globally known, high-profile expert on its team.

SEE ALSO: Why Professional Services Buyers Seek Out Visible Experts

3. Cultivate prestigious partners

Partnering with prominent organizations to take on important projects is another proven brand strategy. Large, well-known businesses, Visible Experts, trade associations or universities are all good partnering candidates.

By partnering, I’m not talking about sponsoring events. While sponsorships are frequently thought of as a brand strategy, they can be more costly and less effective than a project partnership.

Instead, consider conducting a signature research project together or starting a special educational program. An innovative, high-profile project is more distinctive than your logo on a crowded sponsorship banner — and is a far more powerful brand building strategy.

4. Seek high profile clients and case stories

There are many successful tech services firms that have built their reputations on a single name-brand client or a well-known case study. But if you systematically seek out
high-profile clients and invest in producing dramatic results that can be widely shared, that’s a great brand strategy.

Of course, everyone wants prestigious clients and great results. But surprisingly few firms do the planning and investment to turn that desire into reality.

For example, a firm may land a name-brand client, but if
their contract prevents them from promoting their work,
a brand building opportunity is lost. Or similarly, a firm
may focus on staying within scope rather than investing
in the engagement to produce exceptional results. If
you make high-profile results a deliberate brand building strategy, those mistakes are less likely.

5. Dominate Social Media

One of the most highly leveraged brand building strategies available to tech services firms today falls within social media. In fact businesses of all types have become regular users of social tools like LinkedIn, Twitter, G+ and YouTube.

But just participating in social media is not enough. Many, many firms and individuals do that. Instead, I’m talking about investing in the resources to have a dominant presence. After all, research shows that 60% of professional services buyers use social media to check out service providers, in turn learning more about the firm’s brand.

While traditional face-to-face networking is still important, consider the time and cost savings associated with an online approach. The strongest brands are everywhere your target client looks, and they are respected by everyone they talk to. A strong social media presence is no longer a “nice to have” – it’s a requirement for firms wanting to get in the mix of other strong brands.

Visible Expert Book: How Buyers Check Out Professional Services Firms

The Best Brand Strategy

In most cases, the best overall brand building strategy is one that combines several of these top tactics. For example, a content marketing strategy is a natural fit with a strong social media presence. Social media becomes a perfect way to spread the content, and the content makes great fuel for online discussions.

And, of course, these winning strategies complement traditional brand strategies. Face-to-face networking or trade show marketing work well with any of these strategies.

Individual firms will of course customize strategies in accordance with their individual stories. But treating your brand as your most important assets has big dividends for all firms. Build your brand, and you will build your business.

For more helpful tools and tips on developing a top brand strategy, download our free Rebranding Kit.

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Hinge Rebranding Kit for Professional Services
Elizabeth Harr