Question

Topic: Branding

Branding A Multi-service Prof Services Firm

Posted by Anonymous on 9/9/2008 at 8:45 PM ET 250 Points
I work for a professional services (human capital) firm that has five distinct service offerings (executive search, professional recruiting, temporary staffing, etc.) that target the same audience (insurance industry). Historically, we have branded the "holding company" and its divisions, having ads/messages for each individually. However, it seems that lately that approach is creating more confusion than value and our audience is still only associating us with our initial service offering - recruiting.

I am considering a top-level brand awareness campaign for the holding company, thinking that if we can establish ourselves as the company to go to for ALL human capital services then someone would call on us without being concerned about the individual division that would handle their need.

Does anyone have any experience with branding a multi-services professional firm like this? I was wondering if there were any best practices I should be following or case studies I should read up on. Any insight would be appreciated!!
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RESPONSES

  • Posted on 9/9/2008 at 10:28 PM Accepted
    Life cycle, experience, and market share, which are the usual determinants of profitability that provide guides for strategic planning are not easily applied to the service firm. Therefore growth strategies need to be revised.
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    oliviaharis
    [URL deleted by staff]
  • Posted by Jay Hamilton-Roth on 9/11/2008 at 9:05 AM Accepted
    Why not simply use: Finding The Best (Insurance) Talent

    You can list your menu of services in your marketing materials, rather than try to have different vertical businesses.
  • Posted on 9/11/2008 at 10:04 PM Accepted
    In this day and age with so much noise, why would you want to segment your own message into five different voices. Image a flower bed in one solid color of hot pink or a mass of pink, blue, yellow, orange and purple. Which one do you see? I agree, you are in the business of match making. But for me, you are in the busines of solving my staffing probelm. You are in the insurance industry. I'd find out all you can about what staff problems are plaguing your customers. Trends will bubble up. Then find one voice, one overall message to communicat in each segment how your company solves these challenges. This, I think , would be more effecient and more effective than five different messages.
  • Posted on 9/12/2008 at 8:07 PM Accepted
    I don't have much time to give a lengthy response right now, but I'll just say you are on the track. I just finished a branding and messaging project for multi-service company targeting seniors and used the same strategy successfuly.

    BL
  • Posted on 9/22/2008 at 8:53 AM Author
    Thank you everyone for your insight. I apologize for my lull in responding. I was traveling for business and my computer crashed while I was away.
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