Speaking from my years of experience, being a consultant can be a tough gig. We are selling intangible services that are often attached to a delayed outcome. Thanks to economic compression, we have more competitors than ever. And we are often fighting over smaller budgets and short-term projects. Despite all this, we work on our craft, hone our skills and try do deliver results for our clients … and screw that all up by killing our brand.

1. First Impressions – A lot of consultants seem to have two styles: “Safe” and “Out of Style”. Safe is dressing like everyone else – blending in and making no effort to stand out. I’m confident that this is a self-esteem issue – or maybe a protective response left over from our corporate days. Out of Style is simply inexcusable. No one wants to buy anything from someone that is out of style, out of shape and unhappy. The rule of first impressions also applies to your marketing material (especially business cards!) and your web site.
2. Fearing technology – The adoption of technology is a leading indicator of relevance. If you are lugging around an old Windows laptop and a flip phone, you are telling your prospects that you fear learning new things. This also applies to social media. At a minimum, get on LinkedIn. If you like people, get on Facebook. If you are interesting, get on Twitter. Then read #5 below.
3. Under-billing – This manifests itself in two areas: 1) doing consulting work you don’t want to do for a lower rate and 2) doing the work you do want to do but at too low a rate. Both kill your brand – and maybe your soul. Simply put, know and believe in your worth and charge accordingly. If your prospects won’t pay, find different ones that will.
4. You don’t have an “it” – Most consultants are generalists. However, we consultants are in the Pain Alleviation business. Pain is not general; it is specific. If you becoming a specialist in solving a particular kind of pain for organizations, you can charge a higher rate and build a brand around that area of expertise.
5. You are an Over-Promoter – Promoting yourself is like cologne. If a little bit doesn’t work, a lot makes it worse. We’ve all met the consultant that goes to every networking event on the social calendar or spams their contact list with the latest canned newsletter content. Instead, focus on spreading influence. Focus on serving people that share your values and letting reciprocation take it’s course. Focus on being a trustworthy confidant and a good friend.

The bottom line: branding is largely about self-awareness, self-worth and presence. When any of these three things are out of whack, it will manifest itself in your brand. It will negate technical expertise, years of experience, education, etc. Branding for consultants is half chess match and half beauty pageant. You don’t need to play chess like Bobby Fisher or look like Gisele Bundchen. However, you DO need to be the best version of yourself!