Build Your Professional Brand – Distinguish Your Services From the Competitors

May 20, 2015 8:04 am


Build Your Professional Brand – Distinguish Your Services From the Competitors

professional brand

Professional Brand

A strong professional brand, is the single most important element of marketing professional services.

For reasons, I neither understand or appreciate, it’s also the most ignored element. Ironically, one of the biggest ongoing challenges of all professionals is the inability to distinguish themselves from the competition. A good professional brand can and usually does help overcome this challenge.

Lost In The Crowd

Clearly there are circumstances in which the safest approach is to blend in with the crowd.

Several years ago, I was returning home from teaching an English class in San Jose Costa Rica. When I got off the bus in a really bad area of town, there was a threatening looking group gathered on the sidewalk. Putting my normal curiosity on hold, I scrunched my 6-foot frame down to blend into the crowd of Costa Ricans, whose average height was about 5′ 8”.

Being the only Caucasian in a crowd of Latinos, there was no benefit to having my white face seen above the brown-skinned crowd of departing bus passengers. Once well past the group on the sidewalk, my long legs and broken-field running learned as part of football training helped me win the race away from the potential problem.

Obviously, when one’s well-being is threatened it makes sense to get lost in the crown until an escape can be made.

Wear Your Professional Brand Proudly

Marketing professional services is not an activity that poses any realistic threat to our well-being. Instead of being lost in the crowd, we should be wearing our professional brand.

A professional brand helps distinguish one professional from the competition. It’s that special combination of skills and experience that makes you unique in a world of copies. This uniqueness enables you to serve and satisfy clients unlike any one else. Its also what helps you stand out from the competition in a crowded marketplace.

Sometimes as professionals we get so busy serving clients and looking for new business that we forget about our personal branding and professional brand. There is probably no better way to self-handicap your marketing.

Distinguishing oneself from the competition is an ongoing challenge for most professionals.  For more information see 4 Trends and Overcoming Challenges.

If the concept of a professional brand is new to you, check out Ignore the Myths – Professional Service Branding Helps You Succeed. You really are unique—why not use your distinctiveness to stand out from the crowd and generate more new business?

If you like, you can schedule a free laser coaching session to discuss your brand and how it can can help distinguish you from the competition.

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