How to Establish a Unique Brand in the Consulting Profession: Powerful Techniques for the Successful Practitioner

Overview

As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss—an internationally recognized expert in consulting and marketing—this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively.

How to Establish a Unique Brand...

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Overview

As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss—an internationally recognized expert in consulting and marketing—this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively.

How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.

"Alan Weiss should be branded as The Consultant's Consultant! His new book, How to Establish a Unique Brand in the Consulting Profession, is another proof of the value of his insights into the marketing and strategy of the consulting profession. He's right on the mark in terms of what consultants typically don't do and certainly need to do to succeed."
William C. Byham, chairman and CEO, Development Dimensions International, Inc. (DDI)

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Editorial Reviews

From the Publisher
"He goes on to offer a wide variety of tips, supplemented by vignettes, in an effort that shows scribe craftsmanship better than that of most business books." (Sacramento Business Journal, 12/14/01)
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Product Details

  • ISBN-13: 9780470433942
  • Publisher: Wiley
  • Publication date: 12/5/2001
  • Edition number: 1
  • Pages: 224
  • Product dimensions: 7.40 (w) x 9.20 (h) x 0.50 (d)

Meet the Author

Alan Weiss-author, international consultant, highly-sought keynote speaker-is the founder and president of Summit Consulting Group. His clients have included Hewlett-Packard, State Street Corp., Fleet Bank, Coldwell Banker, Merrill Lynch, American Press Institute, Chase, Mercedes-Benz, GE, American Institute of Architects, and Arthur Andersen. He is the author of The Ultimate Consultant (Jossey-Bass/Pfeiffer, 2001) and Getting Started in Consulting (John Wiley & Sons, 2000). Weiss resides with his wife, Maria, in East Greenwich, Rhode Island.

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Read an Excerpt

No one in his right mind places investments with the obnoxious caller at 8: 30 in the evening who barges into his home life to announce that there awaits him rare titanium futures for a mere $40,000 investment sent to a post office box in Hoboken, New Jersey. No one in her right mind would buy consulting services in that manner, either, yet that's how most consultants insist on selling them.

Look at almost any consulting firm's promotional literature or website, and you'll find one of two approaches. There will be unrelenting claims of tremendous competence and capabilities, and exhaustive descriptions of methodologies, approaches, technologies, and models. Or the approach will be so "soft" and generic--and otherwise vague--as to produce confusion as to whether this is a consulting operation or a storm door company. In either case, what's in it for the potential client is largely conspicuous by its absence.

But this book isn't for those consultants. It is for the successful professionals who understand that acquiring business is about convincing the prospect that a partnership will improve the latter's condition by a huge multiple of whatever investment is required. I would hope that the reader has already completed the keystone book in this series, The Ultimate Consultant. But, in any case, whether you are a large firm partner, a small firm owner, or a solo practitioner, you should be someone constantly searching for a better way to attract customers to you, to develop a word of mouth about your expertise, and to create the "gravity" that draws others to your firm.

No one cruises the highways to read billboards, and no one seeks out consultants in order to read their promotional materials or glorified self-praise. George Odiorne wrote once that "the successful man is one who has objective interests which absorb him, thus making him an object of interest to others." This book is for men and women who want others to seek them out because they have created a great interest in who they are and what they do.

Alan Weiss, Ph. D.
East Greenwich, RI
July 2001



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Table of Contents

Introduction xi

Acknowledgements xiii

Chapter 1 A Brand by Any Other Name: Why Consultants Desperately Need Brands to Thrive (Survival Isn't Enough) 1

Marque My Words: Perception Is Reality 3

Real World Lessons 4

Positioning a Brand so that the Brand Positions You 8

Why Consultants Need to Get Their Hands Dirty in the Branding Business 11

The Payoff of a Strong Brand in Consulting 13

The Ultimate Secret of Branding 14

Brand New Lessons 18

Chapter 2 You Don't Start at the Beginning: You Have the Makings of a Brand at Hand 21

Identifying the Ingredients of Your Brands 21

Recipe: Finding the Right Raw Materials and Mixtures 22

Magnifying Your Existing Repute 26

Re-Energizing Your Brand for Maximum Impact 32

Five Ways to Ensure Brand Freshness 35

The Critical Case for Strategic Branding 36

Brand New Lessons 39

Chapter 3 The Gravity of Brands: Creating Irresistible Attraction: Using Brands to Draw Buyers to You 41

The Elements That Create Gravitational Attraction 44

Brand New Lessons 70

Chapter 4 How to Write a Book, Even If You've Never Written Your Mother: The Best Branding Technique of Them All 71

Early Preparation Is Better Than the Best Editor 73

Creating and Selling a Brilliant Proposal 77

Writing a Book and Living to Tell About It 81

Marketing Your Book Because the Publisher Really Won't 84

Some Other Very Important Issues 86

Brand New Lessons 88

Chapter 5 How to Conquer the Lecture Circuit: Using the Platform to Raise Your Brand 89

Why Professional Speaking Is Brand-Effective (the "Reach" of the Speech) 90

Preparing Your Message: Insider Tips on Outstanding Speaking 91

The Elements of a Powerful Delivery 97

Turbo-Marketing Your Speaking Efforts 100

The Magic of Setting High Fees (the Good Stuff) 104

Exploiting Success 106

Brand New Lessons 108

Chapter 6 The Twelve Myths of 21st Century Branding: I Didn't Walk in Here and I'm Not Leaving 109

The Myths 110

Brand New Lessons 127

Chapter 7 Publicizing Your Brand Within Your "Environment": Expanding Fifteen Minutes of Fame into a Month of Sundays 129

Understanding the Brand Environment 130

Creating the New Environment 133

Ten Guidelines for Influencing the Environment 136

Twenty-Five Ways to Foster Publicity in Any Environment 139

Brand New Lessons 147

Chapter 8 Creating Products to Boost Your Brand: The Wonderful Combination of Passive Income and Active Promotion 149

The Ironclad Case for Products in the Consulting Profession 151

Alan's Favorite Methods to Boost Your Brand 154

Brand New Lessons 166

Chapter 9 Where Are We Heading and How Do We Capitalize?: A Dozen Trends That Close the Case for Branding 169

The Trends 170

Brand New Lessons 186

Chapter 10 Leapfrogging: How to Take Your Brands and Your Plans to New Heights 187

Multiple Brands 188

Abandoning Brands 190

Protecting your Brands: The Principle of Adaptive Uniqueness 193

Keeping Brands Revitalized 197

Final Thoughts 200

Action Checklist 201

Index 205

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