This joint presentation by Trefoil Group and Lubar & Co., explores the importance of branding for professional services firms and shares examples of Trefoil's proprietary TrueCenter™ process and the outcomes of our work with Lubar & Co.

1. Branding for Professional
Firms

2. 30 Years Working with Brands

3. Issues in Professional Firm Branding
• Commoditization followed by the fear of differentiating
• You have a brand… even if you don’t work at it
• Branding done right is foundational – everything else
springs from it
• Who is your brand champion?

4. Issues in Professional Firm Branding
• Your website, in most cases, is the initial conversation
• The website is the heart and soul of your identity – it is
who you are
• Whether your message matches or not, it is broadcast
1000’s of times

5. Issues in Professional Firm Branding
Websites are as much about being found, and knowing
who finds you, as they are about what you say once they
get there
• How are you indexed?
• Do you know who is looking?
• What are they doing once they get there?

6. Issues in Professional Firm Branding
Two ways to miss the mark:
• The $5,000 job
– “We got a college kid with some free time to do ours”
- or -
• The $35,000 job… without first understanding your
brand

7. So...
If the plane’s fold-down tray is dirty, what must
engine maintenance be like?

8. Lubar & Co.’s
Branding Initiative

9. Our Branding Initiative
1. Hired Trefoil Group (formerly Scheibel Halaska)
2. Four month brand positioning study
3. Four month website / collateral design

10. Our Branding Initiative
Effective branding:
• Crystalizes the firm's value proposition
• Creates a compelling, relevant story
• Differentiates the company for a competitive
advantage
• Drives perceptions externally and the culture
internally
• Launches the right conversations

11. Brand Statement
Lubar & Co. understands that real, sustainable success – the
kind that builds thriving companies and strong communities –
doesn’t happen overnight.
It comes from doing the right things, day-in and day-out, over
time.
For over 40 years, Lubar & Co.’s unique blend of patient capital,
collaborative vision and steadfast commitment to management
teams has enabled companies to reach their full potential while
preserving hard-earned legacies.

12. What We Learned
1. Who we are and what we stand for matched:
• Our desired future brand image
• Our internal brand image
• Our external brand image
2. Our office environment reflects our brand
3. Lubar is all about the people and images of them are
essential to conveying our brand

21. Extending the Brand in all Materials

22. Measuring Web Traffic is a Powerful Tool

23. Thank You.
Q & A?