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 current business environment.

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.

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Robert Moment is an innovative small business coach ,
speaker and author. Robert specializes in teaching
entrepreneurs how to start a small business that profits
and grow. Visit http://www.howtostartyoursmallbusiness.com
and sign-up for the FREE Small Business Coaching 7 day
e-course, "Turn Passion into Profit: Small Business
Startup."