You have a need for legal services; or it may be accounting, consulting, or tech services; it really doesn't matter. You compile a list of likely suspects, but they all look alike. All seem competent and professional, but nothing distinguishes one firm from another.

There is however, this one firm you recognize. You know what they do and the value they can offer from the material they have been sending over the last year. They have developed a favorable impression by communicating a distinct and integrated message through a series of marketing pieces targeted directly at you and the likely needs of your firm.

This communications effort has created awareness, recognition, and distinction; in other words, a brand.

If your firm has a strong brand, your messages and offers are more readily accepted, your selling becomes easier, and your sales process runs smoother. While talent, training, discipline, and such do matter, brand recognition greases the skids and makes for a better and more effective sales process.

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