How to Find a Brand that Fits Your Firm's Size

Line up five branding experts, and you'll get 15 different ways to build a brand. The reason: while most folks agree that a brand is a "promise" you make to the marketplace, solo practitioners, small professional service firms and larger companies all make different promises in different ways.Therefore, there is no such thing as "one size fits all" in branding strategy. (Newsflash: it doesn't work in clothing either.)

Here's a drilled-down comparison of what works and what doesn't for solo practitioners, small firms, and larger organizations.

Solo Practitioners

Many solo practitioners are the master craftsmen of the professional service industry. They want to attract the "cool clients" for whom they can make a difference without massive brain damage. They make the promises and they back up their own claims.