Bite-sized Branding Episode 45 - Building A Brand In Professional Services

Building A Brand In Professional Services

With Bite-sized Branding, we always look for ways to encourage everyone to build their brands and strengthen them innovatively. For this topic, we have our good and talented friend Ahmad Trad from Xary Advisory, Accounting, and Tax talk about how he built his business and how brand and marketing have taken part in his journey.
Competition is high, but there is a huge gap in the market they serve, contributing greatly to their growth. Let's find out how his Xary strived in today's market.

How Brand and Marketing has helped build his Brand?

Xary exists because of its brand. Without branding, the company is basically a faceless service. Investing in their brand is their business's most important and monumental part. Whenever they are out at functions and events, people can distinguish them easily because of their brand name and their lion logo.

They spent so much money and effort to ensure they will not be confused in all their verticals, whether in advisory, accounting, law, technology, or other services they provide. They were looking for something representing strength and character with the logo. Putting respect and honor to your brand to the highest degree is a necessity that is why they put their logo on everything on their business, bags, wallets, caps, and t-shirts. The cards that they use also show quality.

However, they also acquired other agencies to create their logo when preparing for their branding. They avoided their echo chambers and surrounded themselves with just their own individual opinions. It was a team effort with a collaboration with the ingenious skills and talents of other SMEs.

It's consistency, reputation, and recognition that is important. This is what the people identify with the quality of the assets or the value they bring to the businesses. Their brand is a reflection of themselves.

Recommendation on how to pursue Branding and Marketing as a Professional Service?

Approach it with a lot of care and diligence. You need to have a good vision of where you are heading. A brand represents your vision, direction, and values. You need to have it established and formed to build it. Xary has instituted a certain quality.

They based all the aspects of their brand on that certain level of quality, or else they wouldn't be doing it. Whether their office space or company cards of services, it must adhere to that level of quality to live up to their reputation. Price-wise, no amount is set, but it must be appropriate to their brand's vision, purpose, and scope.

What Ahmad thinks you should be looking out for in 2021/22 FY

The amount of change in the market is mind-boggling. It makes it significantly harder to enter, start, build and scale because of the regulatory changes that continue to come. Avoid having an administrative burden in your hand. Ensure that your business is ready for disruption and it is agile.

Ahmad sees the Cyber insurance space emerging quite heavily as well as cyber within a business. Digitalizing may be a good change as the market evolves, even if you have a small business. It can help you trade and exist even on lockdowns or any other issues that may happen in the future with digitalized services. Planning ahead can help you get your business stable.

The evolution of the market is fast-growing, and you should know where your interest lies. You keep your business stable with pride and confidence with your brand and services. However, you should never let go of the human element. Always approach everything with a human touch.