As a consultant you have to remember to create your brand and to brand your business in order to attract new customers – which requires more than just a logo. A brand, according to Seth Godin, “is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
When it comes to developing your brand, here are some questions that you should answer:
- What goals do you want to accomplish?
- What makes you unique?
- What are your values?
- How do you want to be perceived?
- What do you want to stand for?
Once you determine what your brand is going to be all about, you need to figure out what sets you apart from other consultants in your niche. In other words, what value will you bring to the marketplace? If you’re a great teacher as an IT consultant, then you may want to use that skill as a selling point when approaching potential clients since you can effectively teach their employees how to operate new software.
Once you’ve determined what makes your brand unique, you need to make sure that it’s reflected through:
- The design of your website.
- Your writing style.
- How you communicate with clients.
- Online portfolios on LinkedIn, Twitter.
- Involvement with relevant organizations.
Also make sure that your brand is consistent. This means having the same logo or color pattern on your website, social media channels, business cards, and invoices. Consistency also means delivering high-quality content on a frequent basis.
Finally, don’t hesitate to give your brand an overhaul from time-to-time. This means updating your logo if it doesn’t match your brand and staying current with the changes in your industry.