Put all of your sales and business development people in a room and ask each to give their elevator pitch. If each says something different, that's the first clue that your firm might need to rebrand. Everyone needs to be on the same page.
Firms should have a cohesive and holistic approach to branding, says Josh Miles, author of Bold Brand: The New Rules for Differentiating, Branding and Marketing Your Professional Services Firm. They need to take branding beyond the logo and make it part of their culture—have a brand that extends into the way everyone talks about the firm, he says.
Another sign your firm needs to rebrand is if your business development team is afraid to share your website, sales collateral, and brochures with prospects, Miles says.
"In some extreme cases they'll tell us, 'We don't want to give our prospects our URL, and we don't want to give them our sales collateral because they're so out of date. It just doesn't describe accurately who we are or what we do. And it's not that we are relying on the website or the brochure to close the deal, but we're scared that it may actually lose us the deal,'" he says.
Listen as Miles discusses:
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