Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


A Menu for Successful Branding

By Greenfield/Belser
September 12, 2012
A Menu for Successful Branding

What makes for a memorable meal? Presentation, service, taste, value. An experience designed for, and around, the diner. The same goes for successful branding: when creating or revamping your brand, visualize your website from a client’s perspective. What will stimulate their palate?

At the heart of any good meal are fresh ingredients. If your website and marketing collateral have become stale, don’t keep serving the same old dishes. Design your menu around your business goals. Present your services in a tantalizing way. Stimulate the palate of potential clients to keep them coming back to your website–and bringing their friends. Word-of-mouth matters.

The greatest chefs are risk-takers and innovators. As a starter, we recommend you go with a driving concept and a unique, creative idea. Dare to differ from your competition with cutting-edge design and avoid the bland, tired images that fill up so many professional service websites. To engage the palate, preview what it would be like to work with you. Spice up your bios with high quality photos and content that reveals the character(s) of your firm.

The meat of your website is the detail. From our own research, we know that prospects want to know whom you’ve worked for, what the situation was and how it turned out. Use video and striking images to tell stories. List your awards and achievements front and center throughout your site rather than stuffing them into layers of text.

How you plate food matters. First impressions are made only once: use your homepage as a banner to declare your brand difference. Animate your brand with engaging case studies and client testimonials. People make judgments about your website in less than a second, so go for full visual impact.

Now bake in some social media strategy and links across your site to widen your reach and provide a direct conduit with your audience. Use these channels to send out firm news that’s fresh from the oven.

Novice in the kitchen? Our Digital Cookbook can guide you through the branding process from cracking the eggs to a finished dish that will have your clients coming back for more.