How to Become
the Recognized Expert in Your Field

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Let's talk a bit about branding. Certainly it's a topic about which people have strong opinions.

There are some who say that it's a fool's errand for a professional services firm or a solo consultant to attempt to brand their firm. Too expensive...too complex...too time consuming.

However, the reality is that branding professional services doesn't need to be any of these. In fact, it's our opinion that you can position yourself as the Resource of Choice without making a huge investment. Sure it takes commitment. It takes a willingness to stay-the-course. But, if you are willing to do so, the benefits are tremendous.

And something else to consider...

From a practical perspective, you're at an enormous competitive disadvantage if you don't develop a sustainable brand for your business.

But let me share what I don't think branding is all about.

Logos, Typeface, Color.

Sure it's nice to have an attractive logo. But that's not what branding the professional services firm is about. And these two firms prove this point.

Accenture & McKinsey

Each has done an outstanding job of branding. Prospective clients understand who they are and what they offer. They are recognized internationally for their capabilities.

So...what's McKinsey's logo?

How about Accenture's? (Nope, it's not Tiger Woods.)

The point is that developing a branding strategy has little to do with the logo. It has a lot to do with the message.

And the key to a branding strategy is making sure your message is communicated consistently in a manner that is compelling, intriguing and...MEMORABLE.

Speaking from personal experience, having a brand like Gentle Rain, makes marketing our services a lot easier. People associate our business with something specific...something memorable. And, one of the real benefits to having a recognizable brand name in your field is that clients call you when they have a need.

But that wasn't always the case.

I spent many long years as a completely undifferentiated consultant. Sure I was good at explaining what I did once I was in front of the prospective client. However, that usually involved a lot of pushing on my part. I had no strategy for how to position myself or how to communicate my message so that it would be heard and remembered.

But that changed. And I'm proud to say that today Gentle Rain is a recognized brand in professional services marketing. What that means (and what it means for my clients who have also successfully implemented branding strategies) is that we are known for what we do. That increases the number of referrals we get...the amount of business that comes in over the transom.

But it doesn't just happen by accident. And quite frankly, there are a lot of ways to mess it up. A lot of places to waste time. To waste money.

Yes, branding your professional services practice does make sense for virtually any size firm. I've worked with solo-consultants who have created a brand for themselves as the "go-to" person in their field, and with multi-national firms whose brand is now well understood across continents. And naturally I'd be interested in doing the same for you.

If you're serious about this, my newest report, How to Become the Recognized Expert in Your Field— Building the Professional Services Brand, will be of interest.

In this report I discuss three firms.

(One you're probably familiar with, two you're probably not.) We'll examine how these firms established reputations for excellence and how you can adapt those same strategies for your own business.

Here are some of the things you'll learn:

Why the first thing that most people do when starting a Branding Initiative has virtually no impact on their visibility and success.

The two often-overlooked groups of people who can propel your Branding Campaign to incredible heights.

The three questions that you need to ask yourself before starting any branding initiative.

What one of the most recognizable firms in the country does right (and wrong) in their branding strategy, and what you can learn from their mistakes.

Important differences between branding products and services.

Is it worth it? We discuss the pros and cons so you can decide for yourself.

Why so many firms are indistinguishable from each other and what you can do to avoid that trap.

How to eliminate waste in your branding strategy.

The 4 steps you should take right now to build your brand.

I think you'll find the report to be interesting, and perhaps it will stimulate an interest on your part in discussing further how we can assist you in creating your own brand. Regardless, I sure that you'll find How to Become the Recognized Expert in Your Field— Building the Professional Services Brand to be helpful reading.

 

 

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