Tag Archives: branding

What’s A Brand Voice—And Why You Need To Own Yours

Think of your brand voice like this: you go to a cocktail party chock-full of your ideal prospective clients. How do you want them to remember you? As warm and engaging? Singularly brilliant and a tad aloof? Interestingly quirky? Steady … Continue reading

You Are Not A Can Of Soup

A can of soup has no passion. It has no aspirations, no point of view, no motivation—it simply takes up shelf space waiting to be chosen. You are not a can of soup. But you are a brand. A living, … Continue reading

Creating Non-Sucky Packaging For Your Consulting Business

When I started my first consulting business (pre-internet), the first thing I did was collect the brochures from each of the largest competing firms in my market. My goal was to understand how they positioned and marketed themselves so I … Continue reading

Who’s In YOUR Brand Neighborhood?

Let’s start with a quick definition: your brand neighborhood is ANY person, product or service that you’d love to “live” on your professional street. One you’d happily hang with all day long if only you could. So if you’re an … Continue reading

Naming Your Company (And Your Services And Products)

When I co-founded my first company, we agonized over our first big decision: our name. After a couple of interminable sessions covering the walls of a Chicago conference room with color-coded sticky notes, we finally emerged with an idea that … Continue reading

How To See Your Story

One of the great challenges when you’re selling yourself is “seeing” your story so you can share it. Crossing the gulf from just another fill-in-the-blank to utterly compelling means discovering the threads that tie together the intricate (and sometimes seemingly … Continue reading

When You Are The Unicorn

Some days it seems like everyone is busy chasing their unicorn. The dream client that throws wads of cash at you while you do your greatest work. The perfect (business or otherwise) mate, partner, side-kick (one of my pals is … Continue reading

Six Signs Your Brand Needs A Makeover

Your consulting or advisory business is tooling along, but falls far short of the big platform performance you’ve always envisioned. Or you have a big, bold idea and it’s just not catching fire with your audience—it feels like you’re on … Continue reading

The One Website Change That Will Bring You More Clients

When I work on client websites, I’m always amazed at how—in the end—it’s just one change that makes all the difference. The difference between a “me too” website and the outlier that grabs your sweet-spot prospects by the shorthairs. It’s … Continue reading

What Lights You Up?

“Sylvia” started her consulting business after being downsized twice. She was determined to take the reins and direct her own future. A year in, she’d built a handful of client relationships and made about 75% of her former earnings. Not … Continue reading