Know-How Exchange : Branding

Start off with asking yourself what makes your firm so special? Why you? I know you said you set yourself apart beacuase the seniors actually WORK...but that really isn't enough. You have to find your niche.

In other words, what does your firm do best? Going head-to-head with the "big boys" without a solid "prestigious" clientele base and specialty will be one hell of a battle....perhaps even futile (and I am an optimist!). Creating a solid brand is the best way to compete in any market, especially an oversaturated one!

Please let me assure you, I KNOW it can be done, but I think you need a detailed plan from a professional marketer. I'm afraid you will not get the proper do-it-yourself "crash-course" here in the forum.

Regardless of what you decide to do, I recommend you read this article by Michael Fischler, founder and principal consultant of Markitek (markitek.com):

https://www.marketingprofs.com/2/fischler1.asp

...and check out https://brandchannel.com for alot of helpful advice as well.

Another good tool to find information on marketing, branding and advertising:

https://searchengineformarketers.com

Good Luck! Remember...set yourself apart from the rest by something other than "our boss works too". Find your Niche, Focus on it, target the proper demographic, and give it eveything you got! Word-of-mouth and clientele referrals will help you build your reputation. There is not a quick fix for this situation! Persistance and quality performance will eventually alter the perception of your potential clientele.

If you require any further assistance, please do not hesitate to send me an email.

Good Luck!

- Jett Enterprises

Stephan:

Along with the advice above, I would suggest that you seek to build an element of exclusivity into your branding. There is a thin line between arrogant and confident, especially when dealing with big clients. However, I believe it's possible to brand your firm in a way that will make big fish fight for your time.

My advice:

1. Get one good client, and 'do real good'. Then publicize the heck out of their success with case studies, etc. Get speaking gigs to build credibility.

2. Tell potential big fish that it's OK for them to choose you. In your marketing materials and sales messages, specifically state your target market. Are you a small consultancy fighting a losing battle or a niche player that the big boys can't live without?

3. Hire your way into the big pond. If you can't sell a decision maker, hire one. Make them your champion and go from there.

4. Reduce risk. Make sure your engagement process and methodolgy stand up against your larger competitors. Be professional in your corporate identity and invest in a proactive client retention program.

5. Penetrate your client spheres. This is a bit tricky. But take a cue from guerilla marketing. Identify those people that can influence the decision makers you're chasing. Get in their ear. Offer them free service. Do them a favor. This tactic could take form in the following ways:

-Having a relationship with an editor, who offers you up as an expert.

-Befriending an association board member. What associations or groups do your target clients belong to? How can you become a business partner to those entities? IMO, the more partnerships you have in the industry, the harder it is for the big fish to wiggle off the hook.

Good luck!