National Property Membership Group - Putting Expertise At the Centre of A New Brand Identity
The Challenge
A national membership body representing 17,000 property professionals needed a modernised brand. Its website and messaging no longer reflected its depth of expertise, and key guidance resources were difficult for members to access.
The Approach
We clarified the organisation’s positioning and rebuilt its digital presence. This included a redesigned website emphasising its expert resources, supported by a clear communication strategy to help members understand and engage with the new brand.
Results
A refreshed brand recognised across the sector
Increased engagement with guidance notes and expert resources
Stronger member value proposition, leading to record membership numbers
Improved digital presence and usability
Why It Worked 🔍
The rebrand made the organisation’s expertise far more visible and accessible. By aligning strategy, design and communication, members immediately understood the value, strengthening trust and the group’s position in the sector.
The Connection 🔗
This rebrand demonstrates a core principle: organisations often possess industry-leading expertise that remains underutilised because it's not visible or accessible. Making expertise visible and central to how members experience your brand drives engagement and strengthens positioning. It’s the same principle that underpins expert-led marketing for professional services firms.
Marketing Services Provided
Competitor & Industry Research | Brand Positioning & Messaging |
Thought-Leadership | Expert-Led Content | LinkedIn Content Planning | Email Marketing Planning, Setup & Production |
Company Page Management | Design Work | Targeted New Business Outreach |
“Andrew’s leadership was instrumental in guiding the team through the rebrand. His ability to navigate high-pressure situations while maintaining a positive and approachable attitude makes him a brilliant marketing manager and a trusted colleague.”
“Andrew has a natural flair and enviable talent for communications – and in particular, is a masterful copywriter, which was evident during our time working together. More than his marketing, creative and communication abilities and knowledge, he is a calm and unflappable presence, diligent, detail-orientated, organised and can handle multiple projects and deadlines with ease.”
How Can This Help Your Professional Services Firm?
If your pipeline over-relies on referrals, a focused 120-day marketing program can raise your personal and company profiles, highlighting your expertise in your sector. This momentum can be used to drive targeted new business outreach, growing your client base.
Define your niche, commit to consistent, relevant content, engage your audience, and then capitalise on your enhanced profile with credible, effective outreach.
Ready to Raise Your Profile?
This strategy works across legal, accounting, insurance, property and other professional services. It’s time-efficient and it can help drive your pipeline while delivering the longer-term benefits of elevated personal and company profiles.
If you want to discuss how this model can work for your business, schedule a no-obligation 30-minute strategy call with me today!
