Identifying your firm’s brand is all about honing in on what makes you…you. This means being realistic about what you do well and not so well as a company. More importantly, it means determining what you do better or different than everybody else. That’s a tall order, and often the end result focuses on very special talents within your team, or specific expertise that no other firm can match.
So, does your latest project’s LEED certification make you THE green firm to call? Unfortunately not. While it is incredibly important that potential clients know your firm is up to date on the latest trends and that your new projects push for Gold or Platinum certification, that is not what sets you apart and is not something to build your brand upon.
Riding the “Green” wave can only go so far, because everybody else is on the same wave…and quite frankly they have to be. Your marketing efforts have to go a step further by positioning your firm as the best firm to call for XX type of project, and the icing on top is your LEED Accredited team.