by Tony Vidler
A professional service business built around a product is not a good service business.
A professional service business should be built around either the “service” part, or the “professional” part. Or perhaps both.
Many of todays professionals seem to still not get it though, and think marketing is about promoting product solutions.
To be successful at winning consumer trust today you have to offer and deliver more than product solutions. You have to become someone that your potential clients need to know. Someone they want to know.
You have to be someone.
Nearly every professional today manages multiple brands…their firm’s brand, and usually an institutional partner as well. Probably some qualifications or professional designations are in the mix, and perhaps a professional association too. That’s a lot of brands to cram onto a business card, and it is a lot of brands to mix in with the marketing message, and that becomes confusing for consumers.
Mix all of that in with multiple products and product offerings and it is altogether overwhelming for many consumers.
The solution is to build your personal brand as a professional. You have to be someone that stands for something. You have to be someone that has clear expertise and authority. You have to be “someone” if you want to stand out.
Build a superb service business as that will certainly tips the odds in your favour for commercial success. More importantly though, build your personal brand into something that resonates in your prospective client’s mind.
You need to be Someone if you really want to stand out in professional services and succeed long term.