Pushchairs, KitKats, and PSFs: marketing inspiration from consumer brands

Anne Blackman reflects on two articles in Marketing Week that illustrate what professional services can learn from consumer marketing successes.

Pushchairs, KitKats, and PSFs: marketing inspiration from consumer brands

Anne Blackman reflects on two articles in Marketing Week that illustrate what professional services can learn from consumer marketing successes.

Anne Blackman, Global Marketing Communications Leader

anne.blackman@googlemail.com

Professional services firms (PSFs) often lack access to tailored marketing content. However, with some imaginative extrapolation, consumer marketing successes can offer valuable insights that PSFs can apply. I was reminded of this earlier this year when reading two articles in Marketing Week.

The first article, centered around the purchase of a pushchair, discussed how John Lewis uses its brand history to foster stronger connections with its customers. The second focused on KitKat's enduring success since 1935, emphasising how the brand has balanced distinctiveness with differentiation in its marketing strategy.

Thinking creatively, I saw the potential for PSFs to draw from these examples. Let me explain.

The power of history and values

When you consider the collective age of the Magic Circle law firms (around 600 years), the Big Four accountancy firms (approximately 450 years), and the leading management consultancies (about 200 years), it becomes evident PSFs have a rich history to tap into. This history can be used to enhance brand identity and build client trust. Much like John Lewis weaves its heritage into customer relationships, PSFs can enhance their brand identity, strengthen client relationships, and secure long-term success.

Reflecting on core values

One of the initial lessons for PSFs is the importance of reflecting on core values. These values, which have historically shaped the firm, should be reflected on and adapted to align with today’s client needs and market conditions. For instance, John Lewis’s consistent emphasis on kindness and employee care - values that resonate with its long history - guides its future strategies and distinguishes it in a competitive market. Similarly, PSFs can draw from their core values to navigate current challenges and ensure their decisions are aligned with their brand’s identity and legacy.

Drawing on history

Using a firm’s historical achievements to enhance brand identity and credibility is a powerful strategy. John Lewis effectively uses its history to differentiate itself from competitors, consistently emphasising its longstanding traditions to build a resilient brand.

However, many PSFs tend to focus on "brand inheritance" - celebrating milestones like a 100-year anniversary - rather than integrating the ongoing legacy of their brand into everyday practices. PSFs can strengthen their brand by more consistently aligning past successes with current market needs, ensuring their brand evolves while staying true to its roots.

“Professional services firms can confuse "brand" with "branding," focusing too much on brand guidelines rather than the deeper values and heritage that constitute the true essence of their brand. By defining what they want to be known for and consistently reflecting these attributes in their marketing efforts, they can ensure their brand legacy remains relevant and powerful.”

Respecting your brand heritage

Respecting and using the firm’s brand heritage is essential for maintaining a strong market presence. KitKat’s consistent use of its brand palette, slogan, and messaging around the idea of taking a break has made it iconic over decades.

However, PSFs can confuse "brand" with "branding," focusing too much on brand guidelines rather than the deeper values and heritage that constitute the true essence of their brand. By defining what they want to be known for and consistently reflecting these attributes in their marketing efforts, PSFs can ensure their brand legacy remains relevant and powerful.

Investing in long-term brand building

Balancing the long-term and short-term activities is essential for sustained success. While it may be tempting to focus on short-term marketing activities, investing in long-term brand building is crucial for maintaining relevance and recognition in the market. Research by experts like Les Binet, Peter Field, and Mark Ritson highlights the importance of this balance, with the latter suggesting it takes 40 years to build a strong brand. PSFs should aim to create a marketing strategy supporting both immediate and long-term goals, recognising a strong brand is built over decades, not months.

Valuing repetition

Repetition is a key factor in building and maintaining a consistent and recognisable brand. KitKat’s decades-long use of its slogan and packaging highlights the power of repetition in brand recall. PSFs should similarly value repetition in their marketing strategies by evolving and rerunning successful content, thought leadership, and campaigns. By consistently reinforcing their distinctive attributes and adapting to changing market dynamics, firms can ensure their brand remains strong and recognisable over time.

Building emotional connections

Building some emotional connections with clients is crucial for PSFs, much like it is for consumer brands. John Lewis, for example, has used its heritage to forge lasting relationships with customers by consistently reinforcing its values and brand story. The author of the Marketing Week article described how he felt this in both their Heritage Centre and one of their London stores. PSFs can apply this approach by using their firm’s heritage to build trust and loyalty with clients. By emphasising the firm’s longstanding commitment to core principles, marketers can create an emotional bond with clients, which is essential for long-term client retention.

Achieving a balanced and strong brand identity

By reflecting on core values, PSFs can align their brand with contemporary client needs while staying true to their heritage. Drawing on history helps firms brand identity and credibility, much like successful consumer brands. Respecting and preserving a firm’s brand heritage ensures its deeper values remain relevant and powerful in the marketplace.

Investing in long-term brand building, alongside short-term strategies, is crucial for sustained success. Firms should value repetition in marketing, evolving successful campaigns to maintain brand recognition. Finally, building emotional connections with clients, as consumer brands like John Lewis do, fosters trust and loyalty over the long term.

In today’s competitive landscape, these lessons offer PSFs a roadmap to enhance brand management. By focusing on long-term brand building, maintaining a clear and consistent identity, and using their history, PSFs can ensure their brand legacy continues to thrive in a dynamic marketplace.