Creating a Consulting Brand Identity

People Google everything. Including you. Before meetings, interviews, or even dates, your online presence is scrutinized. It's not just about looking good online, it's about strategically positioning yourself as an authority in your field. Here's how to make your PERSONAL BRAND stand out: 1. Create content that showcases your expertise • Write articles or blog posts on industry trends • Share insights from your professional experiences • Showcase unique stories from your personal client experiences. 2. Use SEO to ensure your content ranks • Research relevant keywords in your industry • Optimize your LinkedIn profile with these keywords • Include them naturally in your content titles and descriptions 3. Build a network that amplifies your voice • Engage meaningfully with others' content • Collaborate on projects or co-create content • Participate in relevant LinkedIn groups and discussions 4. Consistency is key • Maintain a regular posting schedule • Ensure your messaging aligns across all platforms • Keep your visual branding cohesive (profile picture, banner, etc.) 5. Showcase your achievements • Update your profile with recent accomplishments • Share case studies or success stories • Request and display recommendations from colleagues These strategies can transform your digital footprint from a mere online presence into a powerful personal brand. It opens doors to new opportunities, builds credibility, and creates a lasting impression in the minds of potential employers, clients, or partners. What steps are you taking to enhance your online presence? P.S. Need help with your personal brand? Send me a DM. #PersonalBranding #ProfessionalDevelopment #OnlinePresence #LinkedInTips

"Why Buy the Cow When You Can Get the Milk for Free?" is a horrible mindset... when it comes to building your business Too many worry that sharing too much insight upfront will eliminate clients’ need to hire them. But, in reality, holding back does more harm than good. Here’s why giving value freely brings clients to you. Building Trust, Not Dependence Clients pay for more than knowledge; they want unique insights and tailored guidance. Sharing valuable information builds trust, not dependence. By freely offering actionable insights, you establish yourself as a knowledgeable and generous expert—qualities clients remember. Action Step: Share part of your process, like a checklist or framework that solves a specific problem. This builds initial trust and allows you to filter in for your ideal client. 1) Information Isn’t Implementation Clients don’t just want information—they want your expertise in applying it to their unique challenges. They seek transformation. Offering valuable information lets clients experience your approach while highlighting their missing personalized support. -> Action Step: Host a webinar on a common issue, then share case studies that showcase your hands-on impact. 2) Free Value Creates Bridges to Paid Services When clients experience your expertise they are more likely to seek your deeper guidance. Giving valuable insights for free builds familiarity with your methods, making the transition to paid services natural. -> Action Step: End each piece of content with a call to action—invite clients to connect or share a success story. 3) “Free” Expands Your Reach and Credibility Freely sharing expertise increases your visibility. As your content circulates, it introduces you to new clients. This isn’t lost revenue—it’s marketing. -> Action Step: Encourage sharing in your posts to boost reach and credibility. 4) The More You Give, the Stronger Your Brand “Why buy the cow” suggests that giving devalues your work. The opposite is true in consulting: the more you share, the more clients see you as a go-to expert. People remember the problem-solvers. -> Action Step: Consistently publish content that answers questions and offers solutions. In Consulting, Giving is Selling By freely offering value, you aren’t “giving away the milk”—you’re showing potential clients why you’re the right partner. Clients aren’t buying your information; they’re investing in your ability to deliver tailored solutions and guide them through challenges. Generosity is your best brand-building tool.

Far too many Consulting firms struggle to scale beyond the influence of their Founder. They fail to build recurring revenue channels that extend beyond the Founder’s personal network and reputation. Instead of intentional growth, they operate on ad hoc improvisation—saying yes to everything, reacting to the flow of the day, and never truly designing a scalable model. The result is scattered efforts, unpredictable revenue, and a ceiling that’s impossible to break. Many Founders hesitate to hire senior experts due to their high cost, despite these individuals being best positioned to drive business growth. Even when they do bring them on board, they are often reluctant to grant equity, many Founders believe that they should retain all rewards since they created the original value. This mindset overlooks a crucial reality: securing and retaining senior talent with client relationships for the long term is what truly enhances equity value. The priority should be building a team of senior specialists with strong market reputations from day one. Paying above market rates and offering long-term equity incentives isn’t just an expense—it’s a strategic investment in credibility, accelerated growth, and early wins with high-value clients. Another defining factor is positioning. Many early-stage Consulting firms spread themselves too thin, saying yes to whatever comes their way. Sustainable growth comes from solving a well-defined, high-value problem better than competitors and shaping this into a repeatable process. Firms that dilute their expertise struggle to establish authority. Specialisation builds authority and pricing power. Client acquisition is another common stumbling block. Instead of chasing leads through cold outreach, the most successful consulting firms focus on becoming the reference in their field. Sharing insights, educating the market, and consistently reinforcing expertise creates demand, reducing reliance on unpredictable deal flow. Long-term success comes from consistently evolving expertise, deepening client relationships, and building a market-defining reputation.. Firms that take this approach position themselves as dominant players, creating a business that doesn’t just grow—it thrives on its own momentum.

Brand positioning is not:  ❌Investor pitch ❌Vision statement ❌Grandiose message ❌Nice-to-have It’s how you frame the universal value of your product(s) shared across all segments and associate your brand with distinct emotions and buying triggers so future buyers remember and consider you when they move in-market. The truth: B2B has turned positioning into an exercise in framing the rational and functional attributes of our products. It’s less positioning and more clear articulation of the value you deliver and how it varies from one segment to the next. MASSIVELY important. But there’s a problem… Nobody cares about the hyper-specific rational and functional nuance of your product until they’re in-market and ready to buy it. Humans are not willing to exert massive loads of energy exploring the depths of every use case, feature, benefit, capability, problem or outcome. Not until real risk enters the equation if they don’t. Our brains don’t work like that. Therefore, a large part of positioning work is about creating perceptions in the minds of FUTURE buyers. That means you have to frame your value in a way they’ll listen and remember. How? By zooming out on your brand’s core and universal value shared across all segments, not the hyper-specific details of every persona. By looking beyond rational and functional attributes (which everyone in your category will replicate in 6 months) and associating yourself with emotional attributes not easily copied. By connecting your brand to relevant buying situations that trigger a move in-market (AKA “category entry points”) so you can future buyers think of you when it matters most. Brand positioning and product positioning need to work in harmony from the start. There is no right time to do one over the other. Because guess what… The market is going to create a perception of you with or without your influence. And the longer you live in the rational, functional realm of product positioning and ignore the fundamental tenets of brand positioning, the longer it will take to build a defensible position in the minds of the 95%. 

One bad conversation can stall a deal.  (Let's fix that.) Here's the trap even the best can fall into: ✅ You said, “Can I get 15 minutes?” ❌ They heard, “You’re just a name on my calendar.” ✅ You said, “Here’s our pricing page.” ❌ They heard, “You’d better be ready to commit.” ✅ You said, “Do you have any questions?” ❌ They heard, “I’m done talking, it's your turn to buy.” In client development, tone is strategy. And the difference between pressure and partnership? Just a few words. Because the real challenge isn’t getting time  with a client. It’s making that time count. Here are 12 proven phrases to build trust  (without sounding like a sales rep): 1. “How have things been going with [X]?” → Feels personal, not transactional. 2. “What’s your thinking around [this topic] these days?” → Opens a door, not a pitch. 3. “What would success look like if everything went right?” → Focuses on their goals, not gaps. 4. “What’s one thing you’d love to improve in 90 days?” → Specific, hopeful, and actionable. 5. “What feels risky or fuzzy about this?” → Makes doubt safe to share. 6. “Want to sketch some options together?” → Co-creates instead of prescribes. 7. “Want me to mock up a few paths forward?” → Shows flexibility, not a fixed pitch. 8. “Want to hear how others tackled this?” → Adds value, zero pressure. 9. “What would need to shift to make this a priority?” → Respects their timeline, invites partnership. 10. “Would a custom version be more helpful?” → Tailors the next step to them. 11. “Great point, can we unpack that together?” → Builds trust through collaboration. 12. “What’s the best way I can support you right now?” → Puts their needs first, signals partnership. These phrases do more than sound better. They feel better. Because they reflect how great BD actually works: 👉 With empathy 👉 With curiosity 👉 With clients, not at them Try one this week. It could turn a stalled deal into a deep conversation. Which one will you lead with? 📌Follow Mo Bunnell for client-growth strategies  that don’t feel like selling.

Is Your Brand Speaking the Right Language? Here’s How to Create a Voice That Truly Resonates (Hint: It’s more than just words—it’s how you make your audience feel) In today’s market, your brand’s voice is everything. It’s not just about the tone; it’s about the emotional connection you create with your audience. But how do you craft a voice that doesn’t just sound good, but feels right? Here’s a framework to help you build a voice that speaks to your audience on a deeper level: 1. Tap Into Your Audience’s Emotions Before you can speak their language, you need to understand their feelings. What keeps them up at night? What excites them? Your voice should align with these emotions. Pro Tip: Conduct surveys, read reviews, and join conversations where your audience hangs out to uncover their emotional triggers. 2. Anchor Your Voice in Core Values Your voice should echo your brand’s core values. Are you innovative? Trustworthy? Empowering? Let these values shape every word. Try This: List your top 3-5 values and brainstorm how they translate into your brand’s tone and style. 3. Personify Your Brand Think of your brand as a person. What traits define them? Are they friendly, authoritative, witty, or compassionate? These traits will help you maintain a consistent voice. Hack: Create a brand persona that embodies these traits. Use it as a guide for all your communication. 4. Meet (and Exceed) Audience Expectations Your audience has specific expectations. Are they looking for expert advice or a more casual chat? Align your voice with these expectations without losing your brand’s unique identity. Example: If your audience values expertise, an authoritative tone might be your best bet. 5. Test, Learn, Refine Start using your voice across all channels and listen closely to the response. Watch for engagement, feedback, and shifts in perception. Remember: Your brand voice isn’t static. Be open to tweaking it as you learn more about what resonates with your audience. Creating a brand voice that emotionally connects isn’t about following a formula—it’s about knowing your audience and communicating with authenticity. Start with this framework, and you’ll be on your way to building connections that matter. Question: What’s one word that best describes your brand voice? Drop it in the comments—I’m curious to see what you come up with! ♻️ Repost this if you found it valuable—let’s help more brands find their voice!

As a Creative Director, one of the most fulfilling aspects of my work is seeing how strong brand guidelines can not only build a brand but sustain it over time. A great example of this is the NASA Graphics Standards Manual from 1976, which has stood the test of time and continues to serve as a beacon of design excellence. Here are five key takeaways from the NASA Graphics Standards Manual and how they relate to creating a lasting brand: 1. Simplicity and Clarity in Logotype Design: The NASA logotype, known as the “worm,” is reduced to its simplest form, with all strokes of equal width and no cross-strokes in the “A” letters. This design exudes unity and technological precision. For any brand, a simple yet distinct logo can become an iconic symbol, ensuring that the brand is easily recognizable across all platforms. 2. Consistent Use of Color: The manual dictates the use of “NASA Red” as the primary color for the logotype, with specific guidelines on when and how to use it. This consistency in color usage strengthens the brand’s identity and makes it instantly recognizable. For any brand, sticking to a defined color palette across all materials is crucial for maintaining a cohesive visual identity. 3. Strict Guidelines on Usage: The manual is explicit about incorrect uses of the logotype, such as never placing it within another shape or altering its orientation. These rules prevent the dilution of the brand’s impact. Similarly, strict adherence to brand guidelines ensures that all communications remain true to the brand’s identity, preventing inconsistencies that could confuse or alienate the audience. 4. Typography as a Design Element: The manual emphasizes the use of Helvetica as the primary typeface for NASA’s communications, ensuring legibility and a modern appearance. Typography plays a critical role in how a brand communicates its message. A carefully chosen typeface that aligns with the brand’s values can enhance readability and create a lasting impression. 5. Attention to Detail in All Applications: Whether it’s stationery, signage, or vehicle markings, the manual provides detailed specifications for every use of the NASA brand. This attention to detail ensures that the brand is consistently represented, no matter the medium. A brand that applies this level of care across all touchpoints will build a strong, trustworthy image over time. In conclusion, the NASA Graphics Standards Manual is a testament to the power of meticulous design and adherence to brand guidelines. By focusing on simplicity, consistency, and attention to detail, any brand can create a lasting legacy that resonates with its audience for decades. #CreativeDirector #BrandGuidelines #NASA #Branding #DesignExcellence #TimelessDesign #Typography

The biggest mistake you're making in building your brand is hiding your story. One of the most critical steps to building your brand and the one many people get wrong - is taking complete and total ownership of your story. One of the first steps I have my clients take when they develop their brand is to write their story. When they share it with me, they are vulnerable and yet, often hide the most compelling parts of their stories from others. It’s tempting to hide parts of your story out of fear or shame, but the truth is, when we embrace every part of who we are, we unlock a sense of unshakeable confidence. Owning your story doesn’t mean sharing every detail or airing your dirty laundry. You don't have to share your darkest secrets to own your story. It’s about achieving 100% self-acceptance. When you do that, no one can use your story to shame you. Your self-acceptance is what will allow you to show up authentically, connect deeply, and build a brand that resonates with others. Storytelling creates a connection. People want to work with, do business with, and give opportunities to those they know, like, and trust. And by the way, it's not your achievements that make you relatable and likablele, it's your vulnerability. Here are a few tips for owning your story: ✅ Write It Down - Spend time reflecting and writing your story. Think about your experiences, challenges, and triumphs. Putting it on paper helps you process and identify the parts that matter most. ✅ Know Your Why - Consider why you’re sharing your story. Is it to inspire others, build trust, or show your expertise? Knowing your purpose will guide how you tell it. ✅ Identify Key Themes - What are the most important parts of your story that align with your personal brand? Focus on key elements and ensure they reflect the values you want to convey. ✅ Practice Telling It - Practice sharing your story in different contexts. The way you share with a potential client may differ from how you’d share at a networking event. Tailor it to your audience but always keep it real! ✅ Embrace Vulnerability Without Oversharing - You don’t need to disclose everything. Share enough to connect and build trust, but maintain boundaries that protect your comfort and privacy. The Latina LinkedIn Incubator I have been facilitating for the last 4 months has been working on sharing their stories and WOW, witnessing transformation in progress is powerful! When you fully own your story, you’re no longer just telling it - you’re living it with pride and purpose. Your story is waiting to inspire others. Will you own it?

A client recently asked, “We’ve always won with our prices, but now it’s not cutting it. What shifted?” Here’s what happened: The market evolved, customer needs shifted, yet their strategy stayed the same. After reassessing their approach and making a few key adjustments, we saw immediate results: customer engagement soared, brand loyalty grew, and sales exceeded expectations, without having to lower prices. The truth is—competing on price is a losing game. True success comes from standing out in ways that don’t rely on discounting. I call this the “Value-First Growth Strategy.” It’s about creating a brand that customers want to support, not just because it’s cheap, but because it speaks to their values and needs. Here’s how to apply it: 🔸 Focus on Your Brand’s Story • Share your brand’s mission, its values, and the purpose behind what you do. • People connect with stories that resonate with their beliefs. The benefit: A powerful story creates a deeper connection, making your brand unforgettable. 🔸 Offer Exceptional Customer Experience • Create a seamless and personalized experience for every customer. • Make communication easy and every touchpoint memorable. The benefit: A great experience drives loyalty and referrals that go beyond price. 🔸 Create Emotional Connections • Engage your audience by speaking to their hopes, challenges, and dreams. • Build messages that feel personal and relevant. The benefit: Emotional connections foster lasting relationships that transcend cost. 🔸 Be a Thought Leader in Your Industry • Share valuable insights and engage in meaningful conversations within your niche. • Position your brand as a trusted advisor. The benefit: Being recognized as an expert builds credibility, making price less of a concern. 🔸 Create Exclusivity and Urgency • Offer special deals, limited-time products, or exclusive features. • Create a sense of urgency that adds premium value to your brand. The benefit: Exclusivity increases perceived value and drives urgency to act. 🔸 Highlight Social Responsibility and Sustainability • Show how your brand supports causes that align with your audience’s values. • Communicate how you’re contributing to positive change. The benefit: Consumers gravitate toward brands with a purpose and are willing to invest in that alignment. 🔸 Keep Improving Your Product or Service • Continuously refine your product or service to meet evolving customer needs. • Commit to quality and innovation. The benefit: Continuous improvement shows your dedication to excellence, justifying your pricing and fostering trust. The truth? Standing out without competing on price is all about the value you offer, and the connections you create. How are you differentiating your brand without relying on price? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.