I came across the article referenced below in my morning emails and thought it provided some really good points people should consider when they think about their brand.

Like the article says in the first paragraph branding is more than just a logo and a strap line.

However, a key aspect of branding a lot of professional services over look is monitoring. This article refers to web analytics etc. but often the most simple things are missed.

For professional services their brand messaging often refers to their service either being more personalised, in-depth or quick with good communication. But they often fail to monitor their service.

A simple and effective way to do this is through feedback questionnaires. This can help identify strengths and weakens and make sure complains and issues are addressed.