Standing Out in a Sea of Uniformity

What comes to mind when you think of a strong brand?

If you’re like most people, your answer is probably along the lines of Red Bull, Whole Foods, Target, or Starbucks. Not exactly your solo consultant serving mid-market companies.

But did you know that branding can actually be more important for a business like yours? Why?

Because most B2B brands look, feel, and sound the same. As a result, there’s a huge opportunity to set yourself apart in a sea of uniformity via branding.

So how can you promote who you are and what you do in a way that’s actually going to make a difference – in a way that goes beyond personalized pens at tradeshows?

Here are a few ideas to get you started:

Host a Webinar Series.

Webinars are a great way to build relationships with clients and prospects, while also giving your audience a real-life glimpse into your expertise.

Most webinars typically follow one of two formats: 1) They take a large topic and over the course of several weeks, break it down into smaller, bite sized webinars; or 2) over the course of one hour, they focus on a particular topic of interest and attendees are invited to ask questions about it.

However you want to format yours is up to you. But the bottom line is to cover topics of interest to your target audience.

Write Compelling Case Studies.

Case studies are simply stories that describe how one of your client’s benefitted from your business. They don’t always have to be written; you can also create them as videos or podcasts, as well.

Not only are they a powerful way to demonstrate your value, but the information is coming directly from your clients…not from you or your marketing team. As a result, they act as a third-party endorsement of your brand.

Need some help getting started? Check out last week’s post about case studies.

Write an e-Book.

Writing an e-book may sound like a lot of work, but if you’re an expert in a particular niche, then it’s well worth the investment.

Before you put pen to paper, though, think about your target audience and what their wants, needs, and problems are – so the end result is an e-book that covers an issue important to them.

Produce Videos.

Video is an excellent way to build your brand as an expert in your field. But in order to stand out in the sea of millions of YouTube videos out there, you need to produce ones that not only offer valuable information, but are also distinctive and memorable.

When creating your video, keep in mind that 60 seconds works a lot better than five minutes. So break big topics into smaller videos to make the biggest impact.

Unfortunately, most consultants – perhaps you included – make the mistake of not investing the time or effort necessary to develop a strong brand. But while branding isn’t always easy, the end result will be consistent marketing, informed clients and prospects, and more business opportunities for you.

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