We'll drive your firm
The branding program
designed exclusively for professional services
Branding a professional services firm is different. Most firms were founded by practitioners, so they usually follow a familiar formula — offering similar services to similar audiences. Buyers have a hard time telling them apart.
At Hinge, we’ve cracked this nut wide open. Using our industry-leading research, Hinge’s Growth Algorithm™ and a process that we’ve perfected over the past 15 years, we’re able to deliver distinctive professional services brands that make firms look and sound like leaders — and position them to grow.
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Powered by Hinge's Growth Algorithm™
At the heart of our Branding Program is Hinge’s proprietary Growth Algorithm™. This groundbreaking knowledge engine combines research about you and your clients with proprietary industry data from our ongoing study of over 15,000 firms and buyers of professional services. The results allow us to benchmark your firm against high growth firms and identify opportunities to position your firm in the marketplace.
We know your industry and buyers
Over the last 10 years, Hinge has published 15 studies of professional services firms and their buyers. This body of research gives us unparalleled insight into the professional services industries we serve: what motivates buyers, why they choose one firm over another, why some firms in your industry grow faster than others, and so much more. It’s these insights that have made Hinge the leader in professional services branding.
It starts with the industry’s most revealing research
It takes a clear-eyed understanding of your marketplace to build an engaging, differentiated brand. That’s why we take the time to collect data from four key sources:
1. Firm Research
First, we talk extensively to your management team and other relevant personnel to understand how you perceive your firm’s strengths, weaknesses and value proposition. We also review your website and any pertinent marketing materials to evaluate how you describe your firm and services.
2. Buyer Research
Next, we conduct phone interviews with a sample of current and past clients to gain a critical outsider’s perspective on your firm. Our professional interviewers are trained to probe for deep insights. And as a neutral third party, we are able to extract the candid, straight-shooting feedback that clients will never tell you directly.
3. Competitor Research
We then review your key competitors to identify salient brand identity, positioning and messaging features. Our strategy, design and editorial teams will use this information to identify — and later, implement — true points of differentiation.
4. Proprietary Industry Research
Hinge’s ongoing High Growth Research Study collects data on firms across the professional services. We break this data down by industry and use our findings to help clients position themselves against key competitors and make better branding decisions. No other agency offers this level of insight into your marketplace.
Finally, differentiators that drive engagement
Our research shows that most firms adopt ineffective differentiators. Promoting the wrong differentiators can be disastrous, costing you countless new business opportunities and lost revenues. At Hinge, we take you through a proven process that leverages the Growth Algorithm™ to uncover a set of differentiators that not only set you apart but deliver a competitive advantage.
You’ll not only stand for something, you’ll stand apart
We build on your differentiators to craft a positioning platform that arms you with the ideas and language to clearly describe your firm, articulate how you’re different and construct the messaging you’ll use across all of your marketing materials.
How it works
We develop a firm’s brand in three phases:
Set Your Brand Strategy
Behind every great brand is a thoughtful strategy. Using our Growth Algorithm™ and a detailed understanding of your firm, we position you against key competitors and create that hook that will stick in buyers’ minds. At last, you’ll know what you stand for and see a clear path forward.
Establish a New Brand Identity
Your visual brand creates critical impressions in the marketplace. As we design your brand identity, we will consider your positioning, brand architecture and any opportunities in the marketplace to set your firm apart. Then we’ll produce a consistent set of brand tools — from a new logo and tagline to stationery and brand style guidelines.
Build Your Brand Tools
We’ll design and build the sophisticated brand tools you need to take your brand strategy to the marketplace — from a high-performance website to the online and offline collateral you need to communicate your competitive advantage. Whatever your needs, we’ll equip you for the journey ahead.
An award-winning design team
Hinge’s Design Studio has won over 200 regional, national and international awards for their branding work. We bring these exceptional credentials and over 15 years of experience to your new brand.
We won’t know what you need until we get to know you. In the meantime, here are a few typical services we consider:
Brand Rollout Plan
Brand Style Guidelines
Tone & Voice Guidelines
Lester + Company
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