Although I’m not sure I agree with your point about using a “corporate name” to compete with the bigger firms and differentiate from contractors. I’m sure Ford and David Maister are well differentiated from contractors and easily compete with big firms even though their businesses are named after them.

Best regards

Ian

An excellent summary.

Ford Harding

Since setting up my own company, I feel much closer to my company brand and though my clients buy because of their relationship with me there is a lot of crossover. I have found it valuable to use the corporate brand to differentiate myself from ‘day rate’ contractors and compete alongside other consulting firms bringing new ideas and solutions to clients.

Of course alignment is critical; this approach will only work if you can actually compete with the knowledge leadership, research and quality of deliverables from the bigger consulting firms. If not, my advice is: Find a really specific niche, brand yourself and get very good at what you do, plenty of other people have done this and make a pretty decent living out of it.

I hope this helps with your thinking

Andy

Mike Spack kindly informed me that there is a problem posting comments on this blog. Until I get it fixed, if you have difficulty, please email me your post in I will publish it for you (fharding@HardingCo.com).

Mike’s comment follows:

I re-branded myself using my name. It has added clarity to my marketing, but I am not necessarily looking to become a large firm. I would add Harry Beckwith to the list of marketing gurus discussed above. He advises defaulting to your name as your brand, unless you can come up with a very strong reason against it.

A slight twist – you could keep the generic company name and blog under your name. This allows the company to go on (if there are good reasons for that), but it would also allow you to develop the personal identity within the larger company.

Good luck!
Mike

Best of luch sir!

In terms of where I see myself in 5 years, I originally thought I might grow an organisation – but over time have realised that what I enjoy most is personal, face to face work with clients, and on developing my own knowledge, capabilities and intellectual capital (and, of course, getting out and selling!).

So I have no great desires to “build an empire” – or even an organisation bigger than myself. In fact, although I love working with others, I don’t really enjoy the administrative aspects of managing people and organisations.

So overall, I feel greatest affinity with Chuck’s position.

But I must also admit, David’s point about the separation of personal and professional life (or lack of if you are brandign yourself) just hadn’t occured to me. It’s an important one I need to consider.

Thanks again all

Ian

The brand is a motive force in generating action in the market to purchase. So why limit this motive force?

Would you only network at one Association meeting per year?
If you advertise, would you only advertise in one magazine per year?

Identify exactly which buyer you want to attract and use your brand that makes the most sense in that instance. This is the very reason why having multiple brands is compelling for those of us in, or marketing to the professions.

With that in mind, your brand should also help you to filter out those prospects you do NOT want to attract. Effective brands are elite, selective, and smart. Possibly, one brand cannot do all of that for you. And, so multiple branding makes a lot of sense.

Position your brands so that they put you in the best position to thrive!

Rgds,
Ric

David, Martin, Chuck and Anne have provided an array of compelling arguments. It is probably easier and faster and cheaper to brand the person, rather than the firm, so your horizon and budget are relevant factors, too.

Ford Harding

Bottomline, I think you need to visit your business plan and think about how easy or difficult it would be to execute based on a personal brand versus a corporate brand.

Good luck! Feel free to contact me if you want to discuss.