How to build a professional services brand.
“Mackman really got to grips with who we are and what we do, and helped us to refine what it was that our clients really value about our services and people. Using the insight and research, Mackman created a fresh and exciting new brand for us that has reinvigorated our team, and presents a fantastic, modern image for the firm.”Phoebe Fuller - Practice Manager, Sandersons
Sandersons are specialist Patent and Trade Mark Attorneys, working with clients worldwide to obtain and maintain the protection of intellectual property.
Sanderson & Co was formed by Laurie Sanderson in 1956 and has since grown to establish itself as an innovative and progressive intellectual property firm. In 2016, the firm moved to new offices at the University of Essex Knowledge Gateway, positioning the Sandersons team in the heart of an expanding technology and innovation park in Colchester, as well as their London office.
Sandersons are knowledgeable and passionate about intellectual property, and the team operate globally; developing strong partnerships with individuals, businesses and brands across the UK, Europe and worldwide.
The team at Sandersons had brand awareness and an established name but were seeking a proactive partnership to help position Sandersons as a modern firm, to help project the right message to their clients and to underpin the further growth of the business.
The Sandersons brand, although widely recognised by clients, could better communicate the firm's pro-active and progressive approach to the protection of intellectual property. In addition to this, their website was difficult to manage, and didn’t communicate their heritage, knowledge and value of service to prospective or existing clients. It was also unresponsive to a range of mobile and tablet devices, making it difficult for users to visit the site on the go.
We conducted a client survey on behalf of Sandersons as part of their marketing progression and brand development. The study was carried out to help Sandersons improve the overall quality of client services by gaining more insight into their day to day dealings and accurately measure the satisfaction and concerns of their clients. Perception questions regarding the brand and competitors were also sought.
The findings of the research showed that:
Based on the information gathered from the insight phase, we understood that there could be a gap between Sandersons’ intended and perceived brand, and that exploring and fully understanding this would be vital for supporting their further development. We also understood that there was an opportunity for Sandersons to reach further clients via other marketing channels.
We therefore recommended a series of activities to align Sandersons marketing with the organisational direction and client service levels offered. This included activities such as:
As a result of applying these activities, the brand now represents an organisation that is positioning itself as a modern firm; by fully considering and reacting to its customer’s needs, expectations and frustrations, and this is supported by the development of a brand toolkit. We also recommended and re-shot staff photography to better communicate the desired brand attribute of “approachable”.
Finally, we developed a website for Sandersons that brought the insight and branding together to:
"We've had a close relationship with Sandersons for a good many years and have always wanted to play a bigger part in progressing their brand. Working with the team at Sandersons created a fresh and vibrant new image and a strong marketing focus, that not only celebrates their heritage, but supports their progression and secures the future of their brand."Bruce Burgoyne - Creative Director, Mackman