Appendix B. More Ways to Differentiate Your Brand
Chapter 8 presented the five S's for differentiating your firm's brand, including Services, Staffing, Self-promotion, Systems, and Staging. Here you'll find even more ways to make your brand stand out and succeed.
SERVICES
Proposal development
Strategic planning approach
New product/service development approach
Competitive information collection approach
Secondary research approach
Primary research approach
New client start-up program
Client metrics measurement system
Client relationship evaluation program
Client review process
STAFFING
Employment agreements
Employee compensation approach
Titles
Job and role descriptions
Employee benefits
Employee termination policy and procedures
Information sharing
Talent management system
Availability and use of administrative help
SELF-PROMOTION
Business development research
New business inquiry handling
Speaking program
Approach to RFP and questionnaire development
Presentation style and approach
Publications and white papers
Custom research studies
Webinars and events
Approach to case study development
SYSTEMS
Resource scheduling
Work hours
Billing approach
Past-due collection approach
Approach to meetings, including online meetings
Separating the production of work from the production of intellectual capital
Profit-sharing approach
STAGING
Internal intranets
Client extranets
Dress code
Email and mobile phone usage and policies
Nameplates
Signage
Restrooms
Conference and meeting rooms
Meeting room accessories
Catering supplies
Computer desktops ...
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