We talk alot about creating a brand which says what our firm is and what it stands for. However, with professional services firms not always making the front pages for the right reasons, could there be a case made for creating an anti-identity?
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That said, there are times when having the opposite — an anti-identity or an anti-strategy — can be equally useful for communicating with customers, employees, and investors. It can be helpful in times of stress or crisis: for example, during the financial meltdown, when distrust of banks was at an all-time high, credit unions and financial cooperatives could use “we’re not a bank” to signal their trustworthiness and solidity.
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