What is a brand?

If you are a solicitor, barrister, accountant, architect or patent attorney I would define your brand as what people say about you (or your practice or your firm/chambers) when you are not in the room.

And make no mistake – their perception is your reality.

Many years ago one of my maths teachers had a simple mantra, “life is not fair”.  This is true of both your personal brand and your business’s brand.  Your clients decide who they want to instruct and when they want to instruct them.   The rationale for them making that choice isn’t based on fairness or evidence but on their perspective.  It’s based on whether they think you are the right fit for their business.

So what does this mean when you come to promoting your services?

1.       Remember the 3 C’s – be clear, consistent and confident in how you communicate your story and your services

2.       Be focused in who you target.  Don’t try and be all things to all people as this will dilute your brand

3.       Know exactly how your clients get value from your input and – more importantly – how to communicate that effectively

Published by sizetenandahalfboots

Douglas is a director of Size 10½ Boots, a specialist business development agency that works solely with the professional services, helping firms grow by winning more new clients and more work from the clients they already have. Although every project is different our work generally falls into one of three camps - strategic marketing support, BD training and 1on1 coaching and independent client research.

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