It’s more than a slick logo
Brand identity is the visible elements of your brand such as colours, design and your logo. It includes the name of your firm, product names and associated positioning statements or taglines. When brought together these elements should immediately distinguish and identify your practice and its specialities in the minds of your prospects and clients.
Apple, BMW, Nike and McDonalds. The moment you see those names you’ll be able to identify their brand and what they represent. Yes, those are companies with deep pockets to fund brand building. Absent the price tag and the underlying principles are the same for all businesses. In a perfect world, you want the kind of recall for your own brand that these companies have managed to achieve.
Clarity trumps creativity
When you look at how big brands (including professional practices) market themselves the temptation is to be slick or clever like they are. That approach rarely works for small or medium professional practices. People value what they understand. What they want is clarity. It’s up to you to deliver that.