What looks like a design issue can quickly become a business issue.

When the brand has fallen behind the business, or is signalling the wrong things to prospective clients, the firm becomes harder to understand and harder to distinguish. It also becomes more dependent on advisers explaining its value personally and on word of mouth doing the work.

You’ll recognise some of this straight away. Some of it is harder to see from inside the business:

• The brand makes the firm look smaller than it actually is

• Messages and visual signals do not quite line up

• Services or structures take too long to explain

• Real points of difference that clients never notice

• Teams applying the brand differently, depending who you ask

Now Next helps close the gap between the business you've built and the brand people see.