In this issue of “The Friedman File”, I’ve asked Brand Strategist Nancy Jenner of D&CO (Carlisle, Massachusetts) (www.designandco.net) to discuss the importance of understanding and communicating your firm’s value and differentiators. Each year, I conduct hundreds of third-party interviews with my clients’ clients. In these interviews, I’m often told that my client looks/sounds/feels a lot like other AEC firms. Knowing your firm’s “special sauce” is more important now than ever—not just in business development, but also recruitment and retention. I look forward to your comments and questions at firstname.lastname@example.org or 508-276-1101.
Understanding and leveraging your company’s unique assets and value to build awareness and engagement
When asked, most people can name a company or brand that feels distinctive and strong, one that seems particularly clear about what they do or sell. Large global corporations with long histories or huge marketing budgets might come […]