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Home » Business And Finance Articles » Brand Your Consulting Brilliance

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.

And here is another random article you might be interested in...

FOREX Trading Philosophy

Keen on starting FOREX trading? Why would you not be... Many beginning FOREX traders are captivated by the allure of easy money. FOREX websites offer 'risk-free' trading, 'high returns' and 'low investment' â€" these claims have a grain of truth in them, but the reality of FOREX is a bit more complex. As with anything in life, what you put in will determine what you get out.

There are two common mistakes that many beginner traders make â€" trading without a strategy and letting emotions rule their decisions. After opening a FOREX account it may be tempting to dive right in and start trading. Watching the movements of EUR/USD for example, you may feel that you are letting an opportunity pass you by if you don't enter the market immediately. You buy and watch the market move against you. You panic and sell, only to see the market recover.

This kind of undisciplined approach to FOREX is guaranteed to lose you money, and have you waste your time. FOREX traders need to have a rational trading strategy and not allow emotions to rule their trading decisions.

The two emotions prevalent in the above example is greed (entering the market immediately) and fear (selling when the market temporarily moves against you). Investing and these two emotions do not gel at all. Keep them out of your trading and you will see results.

To make rational trading decisions the FOREX trader must be well-educated in market movements. He must be able to apply technical studies to charts and plot out entry and exit points. He must take advantage of the various types of orders to minimize his risk and maximize his profit.

The first step in becoming a successful FOREX trader is to understand the market and the forces behind it. Who trades FOREX and why? Who is successful and why are they successful? This knowledge will allow you to identify successful trading strategies and use them as models for your own.

There are 5 major groups of investors who participate in FOREX â€" Governments, Banks, Corporations, Investment Funds, and traders. Each group has varying objectives, but the one thing that all the groups (except traders) have in common is external control. Every organization has rules and guidelines for trading currencies and can be held accountable for their trading decisions. Individual traders, on the other hand, are accountable only to themselves.

If you do not keep yourself in check, nobody else will. Why should they worry if you aimlessly waste your money?

This means that the trader who lacks rules and guidelines is playing a losing game. Large organizations and educated traders approach the FOREX with strategies, and if you hope to succeed as a FOREX trader you must play by the same rules. That is studying these strategies and rules before starting to trade is so important.

FOREX Trading Philosophy - Money Management

Money management is part and parcel of any trading strategy. Besides knowing which currencies to trade and recognizing entry and exit signals, the successful trader has to manage his resources and integrate money management into his trading plan. Position size, margin, recent profits and losses, and contingency plans all need to be considered before entering the market.

This may sound like Greek now! If it does, you have more reason to get to know these terms. Knowledge will empower you on any investment market, including FOREX.

There are various strategies for approaching money management. Many of them rely on the calculation of core equity. Core equity is your starting balance minus the money used in open positions. If the starting balance is $10,000 and you have $1000 in open positions your core equity is $9000.

When entering a position try to limit risk to 1% to 3% of each trade. This means that if you are trading a standard FOREX lot of $100,000 you should limit your risk to $1000 to $3000 â€" preferably $1000. You do this by placing a stop loss order 100 pips (when 1 pip = $10) above or below your entry position.

As your core equity rises or falls you can adjust the dollar amount of your risk. With a starting balance of $10,000 and one open position your core equity is $9000. If you wish to add a second open position, your core equity would fall to $8000 and you should limit your risk to $900. Risk in a third position should be limited to $800.

By the same principal you can also raise your risk level as your core equity rises. If you have been trading successfully and made a $5000 profit, your core equity is now $15,000. You could raise your risk to $1500 per transaction. Alternatively, you could risk more from the profit than from the original starting balance. Some traders may risk up to 5% against their realized profits ($5,000 on a $100,000 lot) for greater profit potential.

As you can see, the novice needs to get through quite a bit of education, understanding and planning before those 'risk-free' trading, 'high returns' and 'low investment' promises will come into play. What are you waiting for? Get yourself a decent FOREX Trading Education. If you need more information, feel free to visit http://www.investing-smarter.com.