Storytelligent | Brand Storytelling with Bryce McNabb

Unlocking Remarkable Brands | Crafting Your Authentic Identity with Mike Jones [PART 1]

Aug 21, 2023

Mike Jones, a branding expert, explores why a brand is important, even for small firms, and defines what exactly a brand is. He highlights the challenges of differentiating a professional services firm's brand, the importance of credibility and storytelling, and the significance of uncovering an organization's unique qualities. He also discusses the evolving concept of authenticity and the need for deep work to uncover core business beliefs.

34:37

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Episode guests

Mike Jones

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Episode notes

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Quick takeaways

Professional services firms need to recognize the importance of building a relationship with their entire brand, not just individual relationships with clients.

To differentiate from competitors, professional services firms should uncover their unique DNA, maintain consistency in messaging and visuals, and balance self-expression with audience expectations.

Deep dives

The Importance of Branding for Professional Services

In this podcast episode, Mike Jones, a branding expert, discusses the challenge faced by professional services firms that rely heavily on individual relationships to drive business. As these firms scale, it becomes essential to recognize the importance of the brand as a whole in building client relationships. Jones emphasizes that while personal relationships are crucial, clients must also build a relationship with the entire firm and its brand. Large firms especially benefit from the diverse expertise and specialties that the brand represents. However, differentiating the firm's brand from competitors can be a challenge.

Introduction

5min

Crafting an Authentic Brand Story for Professional Services Firms

8min

Building Strong Client Relationships and Background in Branding

2min

Uncovering Authentic Identity and Building Strong Relationships

2min

Uncovering Authenticity and Strategic Brand Storytelling

5min

Uncovering Core Beliefs

13min

Since Episode 32 we've been focusing our attention on storytelling, and even looking outside our organization for clarity on who we are, now it's time to focus inward and turn our attention to the other half of brand storytelling, the brand. Once again, I wanted to introduce you to an expert in this arena, Mike Jones.

Mike works directly with accounting firms and other professional services businesses to unlock their remarkable brands through his award-winning branding agency, Resound - established in 2009. So if anyone can help us learn about brand, it's him.

Remarkable brands require authenticity and a die-hard commitment to values & purpose. Mike passionately preaches these beliefs as author of the book, You Are Remarkable: How To Unlock Your Authentic Brand To Win Loyal Customers as well as his two podcasts, Resoundcast and AZ Brandcast.

🎧Tune in to part one of our conversation where we explore why a brand is important, even for small firms, and what exactly a brand is.

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