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)
Whatever you do, don’t do nothing. Kids grow up very quickly. I know from personal experience.. My eldest child turned 21 last week and next year my son goes off to high school.
Getting Software Developed For Your Business (2)
Some developers will offer to send you a proposal after a ten or twenty minute phone conversation. It is impossible to accurately assess your situation that quickly; they are trying to provide you with a 'one-size-fits-all' package.
Build Don’t Blow Your Annual Bonus (3)
A financial adviser can help you understand your financial situation and work with you to help you achieve your goals. For example, you may choose to use your bonus to pay down debt, to contribute to your RRSP, or a combination of the two.Look at the whole picture: It's important to look at your current financial picture – the money you owe today and the money you want to put away for your future.
Small Business Ideas Your Image Can Lose You Business (4)
What image do you and your people portray to your prospects and clients? Here's a situation that happened to me recently and hopefully you'll glean useful small business ideas that will make you money instead of costing you money.January is always a good time to grab bargains so when I noticed that two well-known blind companies were advertising 35% off their blinds, I decided to give them a call...
The Car Insurance Rate Calculation Explained By Andrew Bowen (5)
Now you can see why you get such a difference in the price of your Car Insurance by going to various companies. Each company will have it's own view of what they believe should be assigned to each answer you give.
Universal Success Secrets Shared (6)
You can learn more about someone’s character on one bad day than on all their good days put together. The true measure of all great leaders is how well they weather storms.
Tips To Energize Your Presentations (7)
What can be more fun?Register for a free teleclass on "How To Be a Better Public Speaker Immediately"; Thursday, August 26, 2004 from 7-8 p.m. EST. Register by sending an email to: freeteleclass@schrift.comPublishing Guidelines: You are welcome to publish this article in its entirety, electronically, or in print free of charge, as long as you include my full signature file for ezines, and my Web site address(http://www.schrift.com) in hyperlink for other sites.
Start Up Your Passion Startup Ideas From My HomeBased Business Advisor (8)
Where can I get free startup ideas to help start my home business? What possible ideas can I come up? I don't know anything. I can't do anything.
What Are Ringtones (9)
Since cellular phones are significantly more sophisticated than landline phones, ringtones can be personalized to suit the owner's personal taste. A variety of ringtones have appealed to consumers, increasing handsets saleability.Why use RingtonesThere are a number of reasons consumers use distinct ringtones.
Successful Small Businesses Use PR (10)
After the communications effort has had six or eight weeks to take effect, it seems obvious that the best way to determine that is to go back to members of your key target audience, interact with them again and ask more questions.
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)
Invite as few people as possible Only have the necessary participants attend. Have a written agenda with clear objectives Ensure it is circulated well in advance to those attending.
Newer Articles Highlighter:
How To Write A Business Plan In Five Steps (1)
Do not avoid the W and T from your SWOT analysis, rather, describe in detail how you will deal with them. Avoid platitudes and your own opinions - everyone knows that you like the idea, readers need facts to determine if they like it.
3 Tips For A Great Summer Developing Life Business While Having A Blast (2)
Make sure you schedule in quiet time for you alone and time once a week to update your plan.3- Take action daily- Now that you know your plan you can move towards developing yourself and your business while enjoying your life.
Avoiding Credit Card Traps (3)
I recently received an e-mail message from one of my credit card companies announcing how easy it would be to make my payments online. Included in fine print at the bottom of the e-mail was this note - “A fee of up to $14.95 may be charged for this service and will be deducted from your checking account”.
Why Choose A Secured Loan (4)
One of the reasons why most people choose a secured loan is that they are suitable for when you are trying to raise a large amount; are having difficulty getting an unsecured loan; or, have a poor credit history.
Business Partners Marital Partners Will The Marriage Survive Part 2 (5)
It is difficult, but make a concentrated effort at it. Confine your business discussions to business hours or set aside a specific time to discuss the business.For example, take the last half hour of the day, and discuss the business day; any suggestions you have, what was accomplished, what needs to be done tomorrow, during the week, how are the monthly goals you set at the beginning of the month progressing.
Internet Provides Wealth Of Information On Car Maintenance By ARA Content (6)
Because the products offered on the site must be installed on a vehicle, they are not available for online purchase, but can be obtained at Sears Auto Centers nationwide. "On the Internet, auto owners can research the advantages of various products, compare prices and make decisions in the comfort of their own home," says White.
Show Your Prospects How Much Enthusiasm You Have For Your Product And Business (7)
It could be a free bonus, a discount price, a benefit reminder, an ordering deadline, etc.3. Please your complaining customers. You can refund their money, give them a discount, give them a free gift, solve the problem quickly, etc.4.
Are You Set Up For Success (8)
The real purpose for this article is to help the reader determine if he/she is doing a few key things for their business. Let’s take a look at the three main things that I feel any business owner needs to have in place if they are serious about making their business a success.Setting Goals: Sound familiar?
High Interest Rate Auto Loans (9)
I only have 2 more years to pay $245.04 a month. I owe 4,414.00 on the car loan. This may not seem like a lot of money but I would like a lower interest rate on my car loan which is now $16.4% APR.
9 Things You Must Do To Maximize Your Chances Of Obtaining A Small Business Loan (10)
Details of how you will repay the amount borrowed. For example, “From the increase in profits of reduced running costs of the Whizzbang Go4It”4. Details of security you will be able to offer to the lender.
Tips For FirstTime Homebuyers (11)
Conversely, the larger your down payment, the less your home will cost you over the life of your mortgage.Budget an additional three to four per cent of the price of your home for additional up-front costs such as land survey fees, house inspection fees and land transfer tax.Look for flexible mortgage options.
Why And How To Work With A Consultant (12)
Adding the services of a consultant can make a difference when time or human resource constraints would otherwise mean a lost revenue, market, promotion, or funding opportunity.Know your limitations and expect a consultant to know theirs.
5 Things You Must Do To Fail In Business (13)
It is not easy to define what makes a business succeed, but it is easy to describe what makes a business fail. If you are starting your business or currently being miserably unsuccessful, you might want to read on.No doubt that most entrepreneurs want to succeed in business and I wont argue that failing is on the top of the do list for anyone.
The Art Of Being Specific Encourages Focus (14)
Fortunately, I had the help and advice of my parents, siblings, and spouse. I wanted Rothline Entertainment to start out big; offering video games, movies on DVD, card and board games, and anything remotely related to entertainment.
Virtual Assistance Higher Productivity (15)
Running any office can be challenging, even in the best of circumstances. Whether the company is a small business or a large corporation, as it grows so does the amount administrative tasks that need to be carried out on a daily basis.For some companies, all that is required to alleviate the overload is to empty the in-boxes, file the paperwork and clean off the desks.
BOOK REVIEW Performance Of Financial Institutions Efficiency Innovation Regulation By Patrick T Harker And Stavros A Zenios (16)
I also believe the financial services organisations should certainly include this book in their libraries and take note of its contents.Andy George is a qualified chartered accountant who was born in Birmingham, England and who has had many years’ experience in public practice, industry, and commerce and as a lecturer.
Never Get Lost Again - Map Reading Is A Thing Of The Past By Niall Kennedy (17)
Just like that, it finds my destination. And if I'm going to be going to that destination again I can save it in the memory for future use.It offers 4 modes - the first time I tested it out I chose "shortest route" from home to office, and it displayed almost exactly the route I'd have chosen.You get yard by yard voice instructions (so you don't have to look at the screen as you drive) and it corrects directions immediately if you take a wrong turning, and there's a handy "Repeat" button to get an instant repeat if you didn't hear an instruction.If you need a visual representation of where you are, there is a useful "3-d" view, down to lamp-posts and garbage cans.
Where Is Our Largest Technological Plan (18)
The plan was being developed with a lot of priorities, 470 companies had already petitioned to participate and/or to invest, they discussed the more suitable communications protocol among the existent ones - as the H.323 - and the new ones, etc.
What Is A Secured Loan (19)
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.
What 8 (20)
Devoting a few hours a week to completing this task is money well spent if it ensures that even half of your outstanding invoices are paid a couple of weeks earlier.
How To Change Your Car39s Motor Oil By Stephen Bucaro (21)
First let your engine cool off. Modern engines run at close to 300 degrees (F) and hot oil will definitely give you a severe burn. You shouldn't have to jack your car up unless you have some kind of ground hugging sports car or low rider.
Multiple Channels Multiple Times (22)
It held information sessions with employees, it sent each employee an information package, it sent out a special edition of its newsletter, it offered in-house computer programs for calculations and enrollment, and it offered appointments with benefits personnel if employees felt they needed individual counselling.Employees got the information in several formats, and at several different times, greatly increasing the odds that most of them would make informed decisions.The odds that they would understand their choices went up because of different learning styles.
The Best Things In Life Are Rarely Things (23)
. . and already exists before us. We simply need to accept its challenge.The challenge is this: For one month, make a conscious effort to do what pleases you.
Drivers Of SUVs Saving Big Money With Diesel Engines By ARA Content (24)
"Over 30 percent of the passenger cars in Europe are now diesel, and the main reason is fuel economy," said Charbonneau. "The Big Three know fuel economy is keenly important here in North America." Currently in the United States, diesel engines are an option over the standard gasoline engines, adding a few thousand dollars to the cost of a new vehicle.
Bankruptcy Basics (25)
Chapter 7 Bankruptcy and Chapter 13 are legal proceedings that are available to a person to cope with a financial crisis. Personal bankruptcy must be filed in a federal bankruptcy court.
Retreads The Highest And Best Use For A Worn Tire By ARA Content (26)
Retreaded tires have one of the highest post-consumer contents of all recycled products, and are responsible for saving North Americans more than 400 million gallons of oil every year. Most people don't know that tires contain a very large percentage of synthetic rubber, which is petroleum based.
South Beach Diet Effects On Sales (27)
Companies involved in the food industry have also been feeling the South Beach Diet effects: some of the products in great demand have brought profit while sales for high-carbs, diet unfriendly ones have drastically fallen.
After The Sale By Kevin Schappell (28)
Pop the hood and find the oil filler cap, the oil dipstick. If you bought a car with an automotive transmission there will be a dipstick for the transmission fluid also.