This Houzz article explains why high quality photography, compelling storytelling, a deep understanding your community and constant monitoring of customer reviews are essential  ingredients when it comes to branding a professional service business. While it’s a good high-level overview, don’t let its brevity fool you: branding and positioning are not one-and-done tasks.
Rather, most brands evolve at a fairly steady rate. If your team isn’t evaluating your brand and service offerings using feedback from your customers and an honest comparison of what you offer vs. your competition, your brand may be worse than stale – and on its way to irrelevant. If you’d like  a professional review of your company’s strategic position, or help gathering (and using) information from customer reviews, contact us.