From the course: Consulting Professional Weekly Tips

Unlock this course with a free trial

Join today to access over 22,600 courses taught by industry experts.

Maintaining your brand

Maintaining your brand

From the course: Consulting Professional Weekly Tips

Start my 1-month free trial Buy for my team

Maintaining your brand

“

- A brand is a consistent promise of what your clients get from you. Be sure everything about your firm is consistent with that brand. If you run a high end firm, handing out cheap tchotchke at a conference is inconsistent with the brand you're trying to project. If your brand is a fun and exciting place to work but your website is gray and boring, that's inconsistent. Be deliberate about defining and reinforcing your brand every single day. One thing that can be helpful is putting in place some guiding principles for how your organization is going to behave. I run a high end consulting firm. I was previously a consultant at a firm called McKinsey which was also a high end consulting firm. I have a guiding principle for everything we do. I just ask the question, would McKinsey do this? I had one individual on my team who wanted to do some outbound calling efforts using a third party firm to try and drum up business. I asked him, would McKinsey do this? And he said no, they would never…

Contents