Last week’s eTip covered how identity impacts your professional practice. Identity is different from image. To be powerful, identity must be completely congruent with your strategy.
Strategic and identity challenges
Working out what you're really on about and which of myriad possible alternative futures you want to pursue is tough. Getting a clear fix on the competition isn't easy. Though all of this, though, your visual face - the firm's identity - matters. Plenty. Increasingly.
Your people (partners and staff) want more reasons to be proud
How your people perceive your firm affects their allegiance, commitment, and (probably) their performance. Your people want more reasons to be proud - as do their families and friends who bask in "reflected glory". Powerful firm identity supports the many positive messages you're sending your staff and will be reinforced by their contacts.
Your clients want to be proud
Loyal clients of longstanding, to some extent, also bask in your reflected glory.
A great identity helps them to share their warm feelings about you and your firm with others: to support you in their organisations, to refer work, and to keep right on sending you more work.
Consistency and buy-in
Every visual statement about your firm should send a clear and consistent message. Your identity must shine through in everything you do:
- every document which leaves your premises
- every communication with clients, colleagues, suppliers, competitors
- every time your website is accessed
- every item which goes to press
- every time you speak or present.
Take control of your identity
Getting you identity right will, generally, have a very positive impact on your progress.
Sooner or later, it should flow through to the bottom line.
Taking your identity seriously is an investment in your professional and business future.
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