We all want more business for our firms. Often, attracting more business involves a discussion of increasing brand visibility. Hinge explores how to do that the right way.
Professional services firms tend to have very good reputations. About 57% of buyers in our research rated their sellers as having a very strong reputation while only about 23% of those buyers felt that sellers had very good visibility. And we found that this was true across industries as well. Brand visibility was consistently rated lower than reputation. This is a problem worth solving. But this also creates a challenge. If you simply increase visibility without attending to reputation, you will end up with a hollow brand. Folks who recognize you may not know much about what you do or who you serve.