If you find yourself in the role of consultant, how you express that role speaks to your brand. How you position your brand, is what defines it. Ideally you should embrace the services that best show your passion to your audience. I recently had this discussion with a client of mine. Their consulting services were equally divided between two audiences. Essentially the same solutions but to two disciplines. They had a passion for one, and a responsibility to another. This intrigued me.
I wanted to know why they felt it necessary to split their attention between the two. The client felt that because they were two distinct audiences the service should also be split. On the surface, this seems logical, but from a brand perspective it divides the message. In order for your brand to stand out, it should have a singular thrust. The more fractured the message the larger the risk of confusing your audience. You really want to fine tune your discipline. Choosing one strong direction absolutely focuses your consultancy. I advised my client to choose the avenue where they were most passionate. I felt that that would be the most powerful. They would also enjoy themselves more. And shouldn’t you have fun in your business?
I showed them that if they embraced their passion and put all their energies is succeeding in that area, their clients who are entrepreneurs would by nature bring their other businesses into the fold.They would get all their business naturally. Initially, my client felt that targeting the two areas was the better strategy, but now focusing on their passion gave delivered their ultimate goal more organically. It was also a more honest and natural approach. My client is now much more focused and excited to take their brand in a distinct direction. Compared to their competition, they are no longer a generalized service but a differentiated one. They will be seen as a strong leader in a category populated by generalists.
All too often businesses feel the urge to be all things to all people. This is fine when you have the customer through the door. But the process leading up to that awareness is a little more refined. In order to capture new business, you’ve got to distribute a message that resonates and gets them to notice you. This is where branding shines if done properly. Strategically. Keeping focus pays off. Avoid the temptation to sell everything all at once. One caveat of this strategy is that if you forget to mention it – you don’t do it. And for every service mentioned you also invite competition for that that service. Focus the message reduces the competition and delivers your brand powerfully.
What is the quickest growing business in America today? Consulting. Not only are there more small businesses than ever in American history forming, but an ever increasing number of those businesses are that of private consultants. Why is this? Is it the Obama economic plan? Has government developed these “new” jobs as is so often the claim? I think I speak for most of you when I say the response is, “Obviously not.” The new consulting businesses popping up around the country are a direct outcome of corporate downsizing and the difficulty in securing professional employment. As major corporations are downsizing on technocrats including engineers, human resource professionals, and MBAs, Vistage-style consulting firms are bred from the suffocating corporate carcasses like a Phoenix rising up from the ashes.
So you’ve got an idea that you think could make a lot of money and you’ve decided to start a business. Maybe it’s even a great idea. Perhaps it’s so good that despite your lack of experience you’ve managed to interest some investors and possibly even line up a loan. Now what? If you went to business school or you’ve got a good head on your shoulders you probably realize that there are a lot of variables involved in starting and running a business, and not all of them are within your control. Add to that the fact that you’re virtually learning as you go and the situation is rife with occasions for you to drop the ball. But you can avoid some of the most common mistakes if you have an idea of what to expect. So here are just a few ways to steer clear of the snafus that sink other startups.
We are all pretty familiar with Generation X; they are the offspring of the post-World War II baby boom, the so-called “13th Generation”. Their perspectives on the world were shaped by political, environmental and financial conflicts including Black Monday, the evolution of the Internet, the Chernobyl disaster and the fall of the Berlin Wall. Generation Y, however, is still a bit of a misunderstood group – at least by the Gen X’s. Gen Y-er’s perspective on their world has been shaped by their immersion in technology, almost since birth. The New York Times describes Generation Y as “post-emotional, entrepreneurial” and replacing the Generation X commune concept with the more mainstream social aspects of small business.
Those answers will be different for everyone but the important thing is to revisit these answers every now and then. What we considered important or successful back in our 20’s will most likely be different now that we’re in our 30’s.
With the tough times and in a competitive job market where recent college grads have difficulty finding work, Adylia-Rhenee decided to cut to the chase and create her own job while still in college.
