Building a Consulting Brand That Stands the Test of Time

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

Having worked for several law and consulting firms that are often referred to as prestige brands, I've discovered there is no magic to building a strong brand, whether it's one of prestige, innovation or integrity. However, there are important lessons that can help you whether you aim to be Tiffany 💍 or Target. 🎯 💎1. Mission and Brain Brand Understanding your firm’s mission and how it differentiates itself is the first step. I call this the “brain brand.” Consensus on what you want the firm to stand for is essential. Without clarity and constant communications about your mission, even the most beautiful logo and storied history of deals won’t matter. 💎2. Excellent Work and Training At the heart of any strong brand is an excellent product and training. Hiring top talent and providing continuous mentorship and training are crucial. Prestigious firms invest in regular training to keep their lawyers updated on the latest developments, technologies, and best practices in innovation. This commitment not only enhances expertise but also demonstrates a dedication to professional growth and client service. 💎3. Strategic Marketing Decisions What you say "yes" 👍 to is as important as what you say "no" 👎 to. In the pursuit of prestige, discernment is critical. CMOs are constantly approached with sponsorship requests, and ad campaign and industry conference invitations. The most successful firms spend their money strategically. Quality of marketing activity always trumps quantity. Ensure all marketing and business development activities align with your core values and strengths. 💎4. Consistency in Public Relations A consistent and strategic approach to public relations and media interactions is essential. Craft a coherent narrative about your firm’s mission and values. Engage with the media and have frank and honest conversations, respond promptly to inquiries, and provide expert commentary on relevant issues. Being seen as a reliable and authoritative source enhances your brand and visibility. Never, ever lie to a reporter. It will come back to haunt you. 💎5. Visual Brand Professionalism First impressions matter. A prestigious brand requires a professional and consistent visual identity. This includes everything from your logo and website design to marketing materials and office environment. Avoid random acts of marketing—every visual element should reinforce the same high standards of professionalism and quality. (Say “no” to the partner that wants his “personal” PowerPoints to have a neon green background.) 💎6. Treatment of People How you treat people—clients, employees, and vendors—is crucial. Your firm’s reputation can be significantly impacted by the behavior of its partners and staff. As the saying goes, you are only as good as your worst-behaving partner. If a snarky partner does well with clients but mistreats staff, prestige gets sucked out of the window. #strategy #brand #mission Legal Marketing Association

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.

What are the two things no one wants to talk about (especially consultants) when building a nationally recognizable brand? 1) Your product has to be really (really) good, really really consistently. Not just packaged well. Not just formulated well. Priced well. Delivered well. Serviced well. Educated well. Communicated well. And you need to do all of those things, all the time, for years and years and years. Even A+ products are destined to fail if they if they can’t be serviced, at scale, consistently, over long periods of time, without failure. 2) You just have to work really hard. (Like, incredibly f****** hard.) You have to attend events. YOU have to attend events. YOU, the founder. Not your team, not paid ambassadors. YOU. You have to be in the trenches with your team and with your customers. You have to demand REAL feedback about your products ALL THE TIME. You have to live and breathe your brand. You have to document your life and process CONSTANTLY. You have to put yourself out there and fail over and over. You have to shoot your shot and miss again and again. For years and years, you have to wholeheartedly represent your brand in everything you do. Everywhere you go, you aren’t just Nate Russell. You are “Nate Russell, and you run Road Trip, here’s a preroll.” Years and years of doing that authentically, on as many platforms as possible, is what builds a brand. Not a logo or a digital marketing strategy or a paid shout out from an influencer.

If you think your expert brand is just a professional logo, a flashy book cover, or a catchy tagline—think again. Your expert brand is so much more. It’s the foundation of your story, your voice, and how you connect with your audience. Here are three key strategies to help you build a brand that’s not just impressive but truly impactful: ➥ Recognize Your Strengths Every great brand starts with self-awareness. Before you dive into every marketing channel out there, pause and ask yourself: 𝑊ℎ𝑎𝑡 𝑑𝑜 𝐼 𝑑𝑜 𝑏𝑒𝑠𝑡? Maybe you’re amazing at writing blogs that captivate readers. Or you’re a natural on camera and should lean into video content. Start where you shine. Focus your efforts on the platforms that align with your strengths and your long-term goals. As your brand grows, you can expand your reach and add new channels strategically. ➥ Engage and Empathize with Your Readers The heart of a successful brand isn’t just about talking—it’s about listening. Engage with your audience. What are they struggling with? What stories or insights resonate with them? This isn’t just about selling books; it’s about building relationships. Regularly interacting through social media, newsletters, or even webinars helps establish trust and credibility. When you truly connect with your readers, you’re not just sharing knowledge—you’re creating a community. ➥ Solidify Your Brand’s Story Consistency is the cornerstone of every strong brand. Your mission, vision, and values should guide everything you do—from your social posts to your public speaking. Consistency not only builds recognition but also fosters trust, turning readers into lifelong fans. Remember, your brand isn’t static—it’s a living, breathing story that evolves with your audience. Stay true to your core while adapting to meet their needs, and you’ll build a brand that stands the test of time. Your expert brand isn’t just what people see—it’s how they feel about you and the value you bring to their lives. #Marketing #Author #Publishing #Leadership #MarketingStrategy

When you think of Turner Construction, do you think of Henry Chandlee Turner? When you think of Bechtel, do you think of Warren A. Bechtel? When you think of Fluor, do you think of John Simon Fluor? Probably not. These multi-billion dollar construction companies have built brands that have stood the test of time. And they've done something that most smaller contractors can struggle to do: Build a brand around their company instead of their founder. Having a founder-led company is a great advantage at first. But that shouldn't be the long-term strategy if legacy is what you want. So how do you build a brand that will stand the test of time? Develop your brand identity. Here's how that looks: Why did you started your business? (Brand story) What do you desire to accomplish in the future? (Vision) How do you plan on accomplishing your desired future? (Mission) Who are you as a company? (Culture & core values) And why should others do business with you? (Brand promise) The answers to each of these questions will be the foundation on which your company is built. So here's my challenge for you: Build such a strong brand that it’s no longer associated with you. The Founder/Owner/CEO. And build a brand that outlives you.