1. Raphael O’Donoghue - Regional Director, PM Forum Ireland
Building Your Brand
PM Forum Ireland
January 2014

2. Prof Philip Kotler
“Your brand is everything
your organisation says
and does”
As a professional services firm:
You Are Your Own BRAND!
!
Your reputation, personal relationships,
expertise, value for money, staff culture.
Branding represents everything that
exists, and is perceived to exist about
your firm.

3. Misconception #1
Branding is not about your crayons dept!
changing colour and logo’s

4. SECRETS
3!
STEPS!
TO BUILD YOUR
BRAND

5. #1
UNDERSTAND
YOUR CLIENT’S
Understand their needs!
What makes them think!
What motivates them!
Walk around in their shoes…

6. #2
BUILD A FIRM THAT
CAN DELIVER
Build a team that can deliver the
best and exceed client expectations
at each stage of the customer
journey…

7. #3
COMMUNICATE
Communicate your brand values
in a way to clients in a manner
your clients want. Go back to #1!

8. Remember
Building strong brands
do not happen overnight
Brands are dynamic living organisms
that communicate your business
through every word, action and
interaction.
Each and every touch point online and
offline communicates your brand.!
!

9. Brand Building
To forge a great brand you
must take DELIBERATE
action
Your brand must be firmly rooted in
your strategy. You need to take strategic
decisions to build your brand, AND
Your organisation/team MUST follow
through on the message and actions
required.!
!

10. David Ogilvy…
Determine what you want
SAY, and then everything
you DO should SAY IT
Your brand is the identity, culture,
perception and essence of your
organisation/firm. It is the sum of parts
and totality of what you promise and
deliver to your clients.!
!
You are your own brand. Maybe you
should think more about building on it…!

11. Building Your Brand is
building your business
Raphael O’Donoghue
Regional Director
PM Forum Ireland
rafe@rafeodonoghue.com