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Having a dynamic in-house or extended team is an asset for any growing practice, and like anything that sets you apart and makes you more appealing to target markets, you should showcase it throughout your brand.
The trouble is teams change—new personnel join, temporary associates move on, and roles evolve among core team members. Here’s an approach that we’ve found keeps brands up to date without constant heavy lifting.
Consider the brand touch points that are most difficult to adjust, such as printed brochures. Those pieces should include photos, names and quotes from only the core members of your team.
These are the materials that are most difficult to update, so they should feature the individuals most likely to remain as key personnel. After a few years, once you’re ready for a brand refresh, you will have the opportunity to take new photos, update titles and credentials, and incorporate any changes pertaining to recent retirements or new additions.
The components of your brand that showcase the full breadth of your team should be of a slightly different nature—for instance, biography cards and inserts, web profile pages and built team photos.
Used alongside your core brand materials, these pieces are more easily revised and printed or published. In between major brand refreshes, your biography pages can be added or removed, inserts can be adjusted, and digital collateral can be updated with very little delay or inconvenience.
Because all of this collateral is viewed together, the distinction between permanent and more flexible brand items is not obvious to clients or prospects. What they see is a harmonious mix of leaders and support staff that reflects the current capabilities of your team.