Brand strategy for UK law, accountancy and advisory firms. Stop being your industry’s best-kept secret. 👇 Free written Brand Equity Audit™
Belfast, Northern Ireland
Joined May 2011
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If you cover the logo on your website and the copy still reads "trusted advisers delivering pragmatic solutions", you are competing on price by default. Your brand should pre-qualify your fees before you enter the room.
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Your marketing team can use AI to generate a polished client proposal. But if the AI writes "partner access whenever you need it", who holds the authority to approve that? Generating options is not the same as authorising claims. inkbotdesign.com/artificial-… inkbotdesign.com/artificial-…
A law firm name change does not give every legal directory permission to rewrite history. If you do not define the continuity between your old and new practice, the platforms will guess. Usually, they guess wrong. Control the transition.
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"Make it modern but trustworthy" means nothing to a designer. "Credible to a PE-backed FD beside our 3 named competitors" gives them an actual target to hit.
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Telling your team to "sound professional" doesn't help them write a fee-increase email. Give them a rule, not an adjective. #BrandVoice
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Four branding agencies pitched. Identical deliverables. Fees within ÂŁ3k. Don't look at the logos. Ask to read their positioning rationale for a past client. The thinking tells all.
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Your £30k rebrand didn’t fail because the font was wrong. It died because nobody gave someone the authority to say "no" to a partner’s custom pitch deck.
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An AI logo generator is brilliant if you’re launching on £200. It’s financial suicide for a 120-person accountancy practice. Decide your provider by the cost of replacement, not the invoice.
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The logo is the easiest item on any rebranding checklist. And the least likely to sink it. Rebrands fail when a partner clicks "Save As" on a 2022 proposal deck.
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Poor positioning is a tax you pay on every deal. Conceded discounts, stalled committees, and partners pulled into chemistry calls. None of it is billed to branding. All of it is.
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Shortlisting web design agencies based on their portfolio is useless.
A portfolio proves an agency can polish a layout. It proves nothing about whether they can extract knowledge from a partner’s head and turn it into evidence that buyers trust. inkbotdesign.com/how-to-choo…
92% of B2B shortlists are locked before a sales rep says hello.
Brand equity isn't warm feelings.
It's the evidence a procurement lead uses so they don't get fired for hiring you.
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Most logos fail in the partner meeting, not in the market. The room votes on colour, nobody tests at 16 pixels, and everyone ignores the trade mark register until the print run.
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81% of people who watch B2B video ads cannot name the company that paid for them. If your mascot is cute but anonymous, congratulations: you’re running a charity for the category leader.
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Three positioning proposals land. All three promise a statement, pillars, and guidelines. One is 10x the price. The cheap one just skipped buyer research to preserve partner feelings.
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Two web quotes for your law firm can differ by ÂŁ30k and both be completely honest. One builds software templates. The other carries the regulatory drag of SRA pricing rules and compliance sign-off.
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43% of B2B purchase decisions are purely defensive. A ÂŁ50k rebrand that only buys you a cleaner logo gives your internal champion nothing new to say in the room you aren't in.
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Consumer archetypes are built for people spending their own cash on trainers. B2B archetypes are for people spending committee money under scrutiny. Run the first playbook in B2B and you lose.
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"Apple doesn’t use its name on its logo."
Grand. Apple spent 40 years and billions earning that shorthand. You run an advisory firm. Put your name on the door.
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Rebrand backlash is almost never about the typography. It’s what you deleted. Cracker Barrel binned their Old Timer and lasted 7 days before surrendering.
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