Yes, it is possible to achieve the fine balance of cutting edge and conservative with your brand. Not only is it possible, it is a critical way for professional service firms to achieve higher billing rates and visibility. Here are some statistics presented at this year’s Association for Accounting Marketing summit in Chicago by our own Rachel Gold and Lucas Beck on the power of great content and design.

1. Brand leaders realize higher fees. 

According to a 2008 pricing benchmark report for the consulting industry, brand leaders and “not very well known” firms have similar standard/book rates, but the brand leaders posted higher fees overall:

• Upper-level professionals (VP, New Partner): 11% higher
• Advanced-level professionals (Directors): 29% higher
• Mid-level professionals (Managers, Post-MBA): 20% higher
• Entry-level professionals (Associates): 35% higher

2. Great design attracts more leads. 

In the area of great design, GA Wright Marketing Inc. reported that response rates went up based on specific choices:

• High quality color generated 33% more responses
• High quality color plus high quality paper generated 48% more response
• A well-designed headline and graphic outperformed a flashy, overly bright design by 55%

If you want more clarity around what a brand leader looks like or how to take your design to the next level without resorting to “flash,” contact Ingenuity.