Top Three Things to Communicate
#1 - Turst and accessible (image of "You are in good hands with us")
#2 - Conservative and safety (not great risk takers)
#3 - Stylish (most of our clients are not enamored of attorneys, but at the same time respond to that image of credible, professional expertise)
Our Target Audience:
Initially, clients will be government agencies responsible for natural resources. After that I expect to pursue other government agencies outside of natural resources. Then, if all goes well, expand to the private sector. In short, when doing the branding today, I need to play to my current client base (natural resources) but I want to keep the options open for these other clients with a brand that will resonate with them as well.
U.S.A. clients. Middle-to senior managers and executives. Most with college educations; some with advanced degrees. Typical client will have been a technical specialist who has worked his/her way up the chain of command into management.
Active and engaged managers but with an aversion to conflict. My prediction about the hiring attitude of these clients is that they will initially be reluctant to buy pure mediation services; but they will want these under a different name. They will be price sensitive, not acknowledging the cost of conflict, and will have an instinct to see their purchase as an expenditure, not buying value. They will not initially acknowledge the need to explicitly buy services to protect their image, credibility, and other ‘soft’ aspects of the purchasing equation. Having said that, they will appreciate that value after they see the outcome of our work.