Perhaps one of the larger challenges facing any consultant, expert or business owner is how to differentiate oneself from the competition. Far too often the focus is on “superior solutions”, which while potentially true, are really only known after the fact.
In other words, it’s hard to know whether your solution really is great until after I’ve worked with you.
Which doesn’t do us a lot of good when we’re prospecting for brand new clients.
Which, in turn, bring us to the topic of branding and how do we create an image for ourselves that draws new prospects to us.
When I say “branding” it’s important to keep in mind that the goal for the type of branding campaigns I’m speaking of is relatively modest. None of us have the financial muscle to develop a level of awareness that large consumer goods companies do. Rather, branding in our world focuses more on how can we be memorable and distinctive to those who can either hire us or refer us business.
A much more modest (and obtainable) goal.
Not surprisingly, there’s a lot that goes into a branding strategy but one of the most important elements is your website. From the colors you choose, to the copy, to the free offers you make, your website is the sharp tip of the spear for the image you want to project.
If you’d like to see an variety of approaches for using websites as a branding tool, you’ll find this site interesting.
Good food for thought,
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube