Know-How Exchange : Branding

Well first of all, have you gone through the process of putting together a brand strategy and key messages document? What you are describing above is a name and visual ID (logo) change and then a re-launching of your website. Both should be done after the brand strategy and key messages are written. They drive everything else.

That said, you need to approach this from your customers/potential customers point of view, not yours. The customer is going to ask "what will you do for me and why should I do business with you and not someone else?" Okay you're smart, so what, Bernie Madoff was smart. For example, people are skeptical, even afraid these days--there are probably 100 better words that describe what people looking in an investment bank rather than you are simply "smart." Safe, reliable, solid, might be a few. Uncovering what customer wants is the key and the brand strategy/key messaging development process will answer that question.

Hope this helps and good luck!

Thank you both for your feedback. Yes, we have gone through the process of brand strategy and key messaging. What sets them apart from competitors is their broad and deep understanding of the strategic and operational issues facing the sectors they serve. There is no one in the business quite like them. They know this area cold, their instincts are impeccable and their level of service is exemplary. They have tremendous industry relationships which they leverage with the knowledge of all its senior professionals to achieve the best result for the client.

In a nutshell, it's their depth of experience that sets them apart. I could easily find stock images representing business experience, business transactions, partnerships, etc.. The difficulty arises when they specifically said they don't want to use this type of image, they want a conceptual image depicting knowledge, intelligence, experience and being "smart". It's not often I'm stumped with a concept, but I am with this one. I just thought someone out there might have a brainstorm of an idea that might convey these traits.