Brand Your Consulting Brilliance
Today’s competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business. Think about what happens when you hear phrases such as ‘the ultimate driving machine,’ ‘don’t leave home without it,’ and ‘just do it.’ Chances are good that you can immediately associate them with BMW, American Express, and Nike. These companies have mastered ‘brand brilliance.’ Brand your consulting brilliance because the future of your business depends on it.
There’s an old adage, ‘Perception is reality.’ Simply stated, the perception of a brand lies in its ability to influence a client’s behavior. When you have successfully branded your business, in the client’s eye there is no service in the marketplace quite like your service.
All consulting businesses should have a distinct, sustainable, and competitive advantage to differentiate their services from the competition. I call this process of identifying your advantage ‘Brand Your Consulting Brilliance.’
Here are six simple steps to brand and differentiate your services in the new economy.
1. Think client focus first.
The client’s reality: Consulting businesses exist to serve clients. Develop a client visitation calendar and schedule in-person visits. Look the client in the eye and say, ‘I am here to serve you.’ Follow up and follow through on all client related matters in a timely manner.
Create a client questionnaire so clients can rate the performance of your services. You want them to tell you how you’re doing and what you can do to serve them better. It’s also a way to discover what challenges they are currently facing. Be relentless in your client retention efforts.
2. Discover a distinct advantage that will set you apart from competitors.
Start by articulating your ‘unique marketing proposition,’ a statement of all of the qualities and characteristics that set your services apart in the marketplace. Analyze your services: What skills and services do we provide that are distinctive, measurable, and add value? Which of our past successes can we leverage in the marketplace? And don’t forget to ask colleagues what they see as your competitive strengths.
Communicate these messages reinforcing your unique marketing proposition anytime you have an opportunity to write or speak about your consulting firm and what you have to offer to prospective clients.
3. Generate publicity.
What others say about your brand is much more powerful and credible than what you can say about it yourself.
When it comes to branding your consulting brilliance, favorable publicity in the media or word of mouth is far superior to advertising. So how do you generate the publicity ‘buzz’? Create a buzz about your brand by being visible: speaking at seminars, publishing a newsletter on your website, participating as a host or guest on television or radio talk shows, writing a column in a reputable trade journal, and networking.
4. Promote a powerful perception of quality in the client’s mind.
What is quality if not a perception that resides in the mind of the client? You build quality intangibles around trust, reliability, excellent people, and innovative client services. Show clients that you can interpret and process their information to convert it to results oriented solutions. What you say is important, but what you do is even more important for reinforcing their perception of your brand quality.
Keep the lines of communication open. The goal of branding your consulting brilliance is to convince the client that your brand is worth their trust and worth a premium price.
5. Establish your credentials as an industry leader in the field.
Clients like to know they are doing business with an industry leader. Make clients aware of your consulting acumen, presence, and commitment. Know your clients’ businesses inside out - what they do, why they do it, how they do it. Tout your firm’s successful track record of accomplishment in working with companies like theirs.
Build and sustain credibility with clients by strengthening your client relationships, developing a client retention strategy, demonstrating that you value your new clients, and going the extra mile for them.
6. Practice consistency in building your consulting brilliance.
Stay focused on implementing the branding of your consulting brilliance. Keep abreast of marketing trends in your profession and position yourself as a recognized expert. Make the most of your unique marketing proposition. Accelerate and elevate the perceived value of your brand in the marketplace.
In short, to brand your consulting brilliance, know what you have to offer, know how to differentiate it, and know how to market it.
Robert Moment–Author, Business Coach and Strategist–is the Author of best-selling book, ‘It Only Takes a Moment to Score’. Founder of The Moment Group, a Small Business Coaching & Consulting Firm, Robert helps entrepreneurs harness their potential and soar to new heights. Contact mailto:Robert@sellintegrity.com or visit his web site at http://www.sellintegrity.com.
Previous Articles Highlighter:
Are You Too Busy For Your Kids (1)
All of a sudden the Dad realised what he had done. He was too busy caught up in his work and missed out on his son growing up. The Final Word Bringing up balanced, positive and well-adjusted children is the most satisfying thing you can ever do.
Getting Software Developed For Your Business (2)
You shouldn't have to pick a developer based on what technology he's familar with; he should be able to take care of almost any technological problem, either by doing the work himself or outsourcing to someone in his network of contacts.
Build Don’t Blow Your Annual Bonus (3)
The service supplies access to the national media for marketers in the private, the public, and the not-for-profit sectors. Your corporate and product news, consumer tips and information are packaged in a variety of ready-to-use formats and are made available to every Canadian media organization including weekly and daily newspapers, cable and commercial television stations, radio stations, as well as the Web sites Canadians visit most often.
Small Business Ideas Your Image Can Lose You Business (4)
and it was an interesting experience.Company AThis person turned up on time which in itself is a big bonus. She was dressed in a professional way and was very efficient in her manner.
The Car Insurance Rate Calculation Explained By Andrew Bowen (5)
This involves collecting various bits of information from you and feeding it through a computer system which adds or takes away money depending on the answers you give. The value put on these answers is decided by the individual Car Insurance company.
Universal Success Secrets Shared (6)
Several co-authors of the book, "Wake Up, Live the Life You Love: Living On Purpose," will attend for a special meeting, but the seminars and luncheons are open to the public.
Tips To Energize Your Presentations (7)
Give them something else to talk about other than business when the meeting breaks. Setup small groups or dyads to discuss issues. This technique will get your participants to brainstorm with their partner or group.Coaching point: Forced interaction engages people.
Start Up Your Passion Startup Ideas From My HomeBased Business Advisor (8)
I can't do anything. I have no skills.Sound familiar? I went through the same thing many times myself. But don't worry, My Home-Based Business Advisor has you covered.
What Are Ringtones (9)
Sites that we've found helpful in finding ringtones and determining compatibility are:Ringtones Central - http://www.ringtones-central.comFree Ringtones Online - http://www.free-ringtones-online.comRingtone CompositionFrequently consumers will wish to compose personalized ringtones. Occasionally, cell phones can be programmed with ringtones by entering a series of buttons.
Successful Small Businesses Use PR (10)
The message you send to your target audience is crucial, and writing it can be hard work because it must alter the negativity you found when you interviewed audience members.
On ‘Long Side The Head Of Human Resources’ - The Leadership Imperative (11)
Big Daddy Lipscomb, the Baltimore Colts 300 pound all-pro tackle in the 1960s perceived the simple center of what was perceived to be the complex game of football. "I just wade into players," he said, "until I come to the one with the ball.
Time Management How To Have Productive Meetings (12)
The meeting always starts late as the CEO will wait for latecomers. In fact, he's often late. A couple of the managers tend to "waffle on". The CEO who chairs the meeting is not assertive enough to keep them on track..
Newer Articles Highlighter:
How To Write A Business Plan In Five Steps (1)
This article deals with the first part of the equation - how to write a business plan that readers will want to read.Readers want plans that clearly, accurately and completely allow them to make an initial determination about the project.
3 Tips For A Great Summer Developing Life Business While Having A Blast (2)
Knowledge in a certain area? Prospect follow-up? Choose where to begin to fill the gap. In addition, make a list of what you would like to do this summer to enjoy your family and enjoy your life.
Avoiding Credit Card Traps (3)
on the date due. Along with the higher rate, you’ll also pay a “late fee” of $29 on up. Be sure to use the company’s preprinted envelope when sending your payment.
Why Choose A Secured Loan (4)
You can also insure your payments for peace of mind, so you do not have to worry if you lose your job or are unable to work because of accident or sickness.The main benefits of secured loans include, lower monthly repayments than unsecured loans, being able to borrow more money and spreading repayments over a longer period of time.You may freely reprint this information on your website provided the following caption remains intact.“This information courtesy of http://www.directonlineloans.co.uk Click here to see full range of loans.” John Mussi is the founder of Direct Online Loans who help UK homeowners find the best available online secured loan via the http://www.directonlineloans.co.uk website.
Business Partners Marital Partners Will The Marriage Survive Part 2 (5)
It can be a very rewarding experience. Think carefully, and ask yourself a lot of self-searching questions before you begin.Copyright 2000, DeFiore Enterprises.Interested in having your own successful, home based creative real estate investing business?
Internet Provides Wealth Of Information On Car Maintenance By ARA Content (6)
And if you're buying tires, all season radials are designed to handle dry and wet surfaces as well as some snow, while performance tires provide more grip and a sportier feel.
Show Your Prospects How Much Enthusiasm You Have For Your Product And Business (7)
End your sales letter or ad copy with a strong closing. It could be a free bonus, a discount price, a benefit reminder, an ordering deadline, etc.3. Please your complaining customers.
Are You Set Up For Success (8)
Some more than others though. This is where you divide the men from the boys. While many of the “boys” are preparing to find the perfect time to get ready to get started, the “men” are already in action.We know that there is no “perfect” time to get started.
High Interest Rate Auto Loans (9)
AND GUESS WHAT? The majority of the time, the incentive interest rates on the balance transfers are EXTREMELY low; sometimes zero percent for up to 6 months to a year.
9 Things You Must Do To Maximize Your Chances Of Obtaining A Small Business Loan (10)
If you’re not prepared to put up some aspect of security, then why should they?5. You will need to include your business plan which will serve to answer essential questions relating to management capabilities, information about the market you operate in.
Tips For FirstTime Homebuyers (11)
For more information on or to find out your home financing options drop by any BMO Bank of Montreal branch or visit www.bmo.com/mortgage.- News CanadaNews Canada provides a wide selection of current, ready-to-use copyright free news stories and ideas for Television, Print, Radio, and the Web.
Why And How To Work With A Consultant (12)
Change requests and "scope creep" are common causes for disagreement and strained relations between clients and customers--recognize that "minor changes" add up quickly and can sometimes make the project financially untenable for the consultant.
5 Things You Must Do To Fail In Business (13)
Even if you are an expert in your area, you will find that succeeding means learning. It is impossible to grow your business without a commitment to learning and improving your skills.
The Art Of Being Specific Encourages Focus (14)
But by taking a look at one piece and then a second piece, one can then being to specifically identify where each puzzle piece goes.Being specific is a discipline that most people can learn and use.
Virtual Assistance Higher Productivity (15)
Not to mention, you would have to supply space, equipment and training time for this additional person. You could also try doing the administrative chores yourself but this would interfere with spending more time on your revenue generating activities.The best solution to help ease your office overflow, without breaking your budget or having to provide space and equipment, is to hire a virtual assistant (VA).These highly trained professionals work from their own offices.
BOOK REVIEW Performance Of Financial Institutions Efficiency Innovation Regulation By Patrick T Harker And Stavros A Zenios (16)
Nevertheless there are many useful aspects to this book. I personally found the chapter on “What Makes a Bank Efficient?” very useful and there are other aspects to the book that provide useful data to relevant parties involved in the financial services industry.Overall I believe the text is useful for students carrying out an MBA on finance since it provides useful data on the efficiency of financial institutions.
Never Get Lost Again - Map Reading Is A Thing Of The Past By Niall Kennedy (17)
I often had problems finding my way, even with detailed instructions. I spent as much time parked and reading maps than I did driving.Then I bought a RoadMate and within hours I felt I would never get lost again.
Where Is Our Largest Technological Plan (18)
TV telephony 11. e-Police 12. e-Government (all between the government and the Citizens) 13. e-Theater 14. e-Conferences 15. e-Libraries 16. e-Sciences 17. e-Polls 18.
What Is A Secured Loan (19)
A secured loan can help you to free up equity that would otherwise remain dormant in your property, letting you make use of capital that would otherwise remain unobtainable. The interest rates on secured loans are often considerably lower than those offered on unsecured loans.
What 8 (20)
2: Shorten Your Operating CycleYour operating cycle starts when you take cash out of your account to begin work for a client, and ends the day the client pays you.
How To Change Your Car39s Motor Oil By Stephen Bucaro (21)
Use a proper size wrench to remove the canister lid. This engine uses a special filter cartridge. Step 3. Add the new oil. Locate the oil filler cap on the valve cover.
Multiple Channels Multiple Times (22)
He's tired of having to answer the same questions about benefits over and over again.I understand that, having been on both sides of the issue, both as a consumer of benefits and in communicating about them on behalf of corporate clients.
The Best Things In Life Are Rarely Things (23)
Or drive the nicest of cars but are too ill to take it out for a spin?Last week I was fortunate enough to meet an incredible guy named David. He’s one of the wealthiest people I’ve ever met, and one of the richest guys I’ve come across.What’s the difference you ask?
Drivers Of SUVs Saving Big Money With Diesel Engines By ARA Content (24)
You're going to burn way too much fuel and you still won't get the power you really need," said Patrick Charbonneau, chief technical officer, Engine Group, International Truck and Engine Corporation.
Bankruptcy Basics (25)
Attorney fees are additional.Chapter 7 bankruptcy involves the liquidation of all your assets that are not exempt from the bankruptcy settlement. Exempt property may include automobiles, some household furnishings, and property needed for work-related use; for example if you were a mechanic the tools you use to perform your work would be exempt from the bankruptcy settlement.
Retreads The Highest And Best Use For A Worn Tire By ARA Content (26)
When you add these savings into the natural resources that are saved and the positive impact this has on the environment, using retreads is a win, win solution for both the transportation industry and the environment," said Martin Bozarth, executive director of the International Tire & Rubber Association.
South Beach Diet Effects On Sales (27)
Food industry needs to adapt to the South Beach Diet principles in order to remain profitable.Watching the big amount of “low-carb”, diet-friendly versions of foods that appear on the market, one would say that the South Beach Diet has not affected only people who want to get slim and healthy.
After The Sale By Kevin Schappell (28)
Familiarize yourself with the service requirements. Understand when you need to change oil, filters, and other major things like timing belt and driveline fluids. Get used to operating the heating/AC controls and the radio so you do not have to fumble around and risk an accident while on the highway.