How To Brand Your Process

As Pro­fes­sion­al Ser­vice Mar­keters, we have the chal­lenge of per­suad­ing prospects to pur­chase some­thing that doesn’t ex­ist. Prospects can­not “test dri­ve” their fu­ture mul­ti-mil­lion dol­lar build­ing. Sure, you can show past projects, but that doesn’t guar­an­tee fu­ture suc­cess. Es­pe­cial­ly if the project in­cor­po­rates new technology.

The so­lu­tion to this dilem­ma is to have a unique project de­liv­ery process that demon­strates your abil­i­ty to solve prob­lems and de­liv­er suc­cess­ful projects. This com­mu­ni­cates to the prospec­tive client, “we don’t know all the an­swers to the ques­tions your project may present. But, we have a proven process that con­sis­tent­ly al­lows us to find the right an­swers.” By show­ing how you’ve helped oth­er clients with your unique process, you put the prospect at ease, and you dif­fer­en­ti­ate your firm from your competition.

1. Process Defined
Process is sim­ply your project de­liv­ery method span­ning from ini­tial meet­ing through the life cy­cle of the building.

2. Why Brand Your Process?
There are many rea­sons to make your process a per­sua­sive tool to con­vince clients to se­lect your firm. First, ser­vices like Ar­chi­tec­ture, En­gi­neer­ing, and Con­tract­ing are sim­ply a promise. So, we need to em­pathize with the scary leap of faith our clients make in en­trust­ing us to de­liv­er on our promise. A proven process helps to soothe client fears dur­ing the emo­tion­al sales cy­cle. Al­so, process is an op­por­tu­ni­ty to dif­fer­en­ti­ate you from your com­pe­ti­tion. Process is scal­able and can be im­ple­ment­ed at firms sized from 1 – 1000 to re­in­force brand con­sis­ten­cy across all branch of­fices. Fi­nal­ly, process is an as­set that can live be­yond the found­ing prin­ci­pals of your firm. This can add val­ue in the event of own­er­ship tran­si­tion, merg­er or acquisition.

3. De­vel­op, Ar­tic­u­late and Brand℠ Your Process
Be­gin with list­ing the var­i­ous steps your firm goes through to suc­cess­ful­ly com­plete a project. De­ter­mine all the key check­points for qual­i­ty as­sur­ance. As you make this list, fil­ter it through the po­si­tion­ing of what makes your firm unique. In oth­er words, don’t fo­cus on things that every­one else does. Work with a writer or brand com­mu­ni­ca­tions firm to ar­tic­u­late your process in a way that is sim­ple and com­pelling to a prospec­tive client. Then brand it with a mem­o­rable name and even reg­is­ter it as a ser­vice mark. Our process, called The Joy of Six, is de­scribed in greater de­tail here. I rec­om­mend a cir­cu­lar process to close the loop by mea­sur­ing re­sults of the com­plet­ed project. This in­forms an im­proved next project and hope­ful­ly get you re-hired.

4. Demon­strate How Your Process Yields Success
When meet­ing with prospec­tive clients, don’t just show a port­fo­lio of com­plet­ed projects. Demon­strate how you reach suc­cess­ful re­sults by pre­sent­ing high­lights of each project phase in the con­text of your new­ly brand­ed process. Show sketch­es, talk about over­com­ing chal­lenges, and share how in­tel­li­gence gained in one project phase in­forms suc­cess in the next. When a prospect sees how your process de­liv­ers on past promis­es, it plants the seed of fu­ture suc­cess in in that prospect’s mind.

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