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Small Firm Marketing: How to 'Think Big'
The competition is heating up and smaller firms are in the hunt for ways to appear larger and have capabilities generally reserved for larger firms. The good news is that perception can become reality. After being in house at several large firms, I had an opportunity to work with a smaller firm and embarked on a marketing program that drew from the larger firm plans but with a keen sense of proportion. Here are a few ways to “think big.”
The “Look.” Every firm, whether large or small, needs a visual communication. If there is one place where you need to spend your marketing dollars, this is the place. While you don't need to spend a lot of money, you do need the one-time services of a professional design firm to assist in interpreting your particular brand. It can be something as simple as selecting an element from the interior design of your firm – which is what I did when I was called upon to brand a smaller firm. I looked around and observed that throughout the firm there was a sophisticated pattern that was present in the interior design. It was clean and elegant and it translated well into a logo. I had a graphics design firm give me a few ways to use it with the firm name and we were off and running. By the way, the look has to be everywhere (on stationary, business cards, brochures, Web sites) so it becomes engrained in everyone's mind.
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