Brands have a story. They have emotion. They reach into our soul and connect. The late Anita Roddick of the Bodyshop knew all too well the power of the story.
Professional services. They all want to be trusted advisors. Reassuringly expensive. The best.
But a story?
“Money grabbing lawyers”.
“They are only in it for themselves.”
“Expensive and the service is mediocre.”
Now I am not suggesting that you take on the entire world. The world of banking will always be besmirched and even if you have a client charter, customers will still be suspicious about your motives.
Make a call whether you are going to commit to the firm or BrandYou. I know where my money would be. Which one can you can control?
Have you scripted something or is it being manfuctured by circumstances or PR/Sales/Social Media? Be honest – you don’t know.
What is the story?
“Mr/Mrs/Miss/Ms is the most caring, trustworthy, brilliant, insightful, diligent, inspiring lawyer I have ever met.”
You get the picture.
Stop waiting for things to emerge. You have such power now in:
- Your firm’s website;
- Your LinedIn profile (I assume you have uploaded Slideshare and loaded a video of you or your 100% satisfied clients?);
- Your blog;
Now some of you might see this as self-promotion but the point is that you want to give yourself the best opportunity for your ideas (or is it ideology) to spread.
Don’t leave things to chance.
Start crafting your story. Look at every conceivable angle. Sure the internet has made it nigh on impossible to control what others are saying about you (or your firm) but in this brave new (Web 2.0) world you have unlimited opportunities to make a difference. To engage with your audience.
~ JS ~