Creating a Consulting Brand Identity

Management consulting partners: don’t be a grey suit on LinkedIn. Personality and authenticity are your key to engaging conversations. How many of you find it hard to express yourselves authentically on LinkedIn? Judging by a quick sampling of profiles, it seems to be the majority. We thrive on the impact our work creates, and we don’t shy away from confidently stating our recommendations to clients. But when it comes to LinkedIn, most of us are either inactive or find comfort in re-sharing standardized impersonal posts. Yet the data suggests the opposite behaviour is what’s needed: Trust is personal. 74% of people are more likely to trust someone with a strong personal brand. Authenticity isn’t just a buzzword, it’s a differentiator. People share people, not brands. Employee posts get 5x more reach and 24x more re-shares than company posts.  That’s engagement driven by personal connection. The C-suite is leading by example. C-suite posts get 4x more engagement than average content. Why? Because people want to hear your view, not just your firm’s boilerplate update. Being authentic isn’t just good for your personal brand, it’s good for business. So, instead of posting another dry statement with the charm of a bowling ball, try this: Inject personality into professionalism. Credibility is key, but so is not sounding like a corporate bot. Relatable anecdotes or lessons learned make your content memorable. Showcase expertise through insights. Share thoughtful perspectives on your industry, backed by data or personal experience. Engage meaningfully with your network. Respond to comments, participate in discussions, and recognize others’ contributions. We are a people business, built on trust and relationships. Make sure your LinkedIn presence is as impactful as your boardroom advice. What’s one thing you’d change about your LinkedIn posts based on this approach? #Consulting #Authenticity #Connection

I don’t have to win the trust of my clients! That is not because I have lakhs of followers on my socials!  Honestly, even with 10-20k followers, clients used to trust me. Most designers struggle with constant revisions, endless feedback and clients who doubt their every design. At first, I was there too. The breaking point came during a brand identity project where the client had me create 15 different versions! That night, I rewrote my entire client process from the ground up. I understood their emotions and concerns at first because I knew that if I had to find a solution, I would have to understand the problem at its root cause. I understood that most clients fear the unknown. So, I started to present my creative process as a structured procedure with clear expectations to build trust. → I started explaining everything behind my decision-making. "I chose this typography because it communicates stability while maintaining approachability for brand building. Here's how it compares to your competitors..." → I established a concrete feedback framework. Instead of asking, "What do you think?" I asked, "Does this align with your core brand attribute of innovation?" & "On a scale of 1-10, how well does this communicate trustworthiness?" Today our service agreement clearly outlines the number of concept presentations and revision rounds. It is important to protect the integrity of the work. Trust is earned through confident expertise, transparent processes and consistent results, not with the number of followers you have. So, understand your clients because if you address their concerns and genuinely solve their problems, they will give you outstanding referrals. What do you focus on the most to improve client experience? #graphicdesigner

Yesterday, I wandered down Cecil Street - a hidden gem in the heart of London (near Chinatown). And found it to be a masterclass in personal branding, right before my eyes. Imagine a tiny, Diagon Alley-inspired street where each bookshop is a universe unto itself. One store specializes only in maps. Another - in Lewis Carroll books (Alice in Wonderland). The third - signed first editions spanning every imaginable genre. Now as an ex-lawyer turned personal brand strategist, my mind started churning. This. This street carried a powerful lesson. Take Timothy, the map bookseller for example. He's been in the business for 40+ years. And he didn't try to be everything to everyone. Instead, he became the go-to expert in one specific niche - maps. Similar, Joe (in picture) is a shop assistant at Marchpane, which specialises in all things Alice in Wonderland (and other stories too). Just look at the creative interior?! When I spoke to Joe, he mentioned how single-minded he was in his job hunting process. He'd walked down this street with his CV, focused on his dream of working in a bookstore. And that's just what he did. Now why do we care? I'll share a final, personal story: When I left law, I could have tried to be a generic personal branding consultant. Instead, I chose to specialise. To become known for something specific - helping mid to senior executives and founders build their brands on LinkedIn 𝘰𝘯𝘭𝘺. 𝐓𝐋;𝐃𝐑 1️⃣ Specificity is your superpower 2️⃣ Depth matters more than breadth (sometimes) 3️⃣ Your unique angle is your competitive advantage Timothy's story for example wasn't just about selling maps. It was about understanding your market, adapting, and staying true to your passion. So when he realised book margins were shrinking, he didn't panic. He pivoted. Specialised. And became irreplaceable. That's the essence of a strong personal brand. You don't need to be everything to everyone. You need to be something extraordinary to someone. Whether you're a lawyer, marketer, or aspiring entrepreneur - your niche is waiting. Find it. Own it. Celebrate it. 𝐏/𝐒: Curious how to find and tell your unique story? My Build Your Why course breaks down exactly that - you don't need any prior knowledge of 30+ years of working experience to get started! - https://lnkd.in/gshGPvqy Stay curious. Stay unique. 💡

I DON'T take clients who want one-month trials. My DMs are flooded with: "Can we do it for a month and see what results you bring, then decide?" I'm sorry, but that's not how transformational branding works. Here's what actually happens in Month 1 👇 WEEK 1: FOUNDER STORY EXCAVATION → Deep-dive into entrepreneurial journey & defining moments → Core values identification & personal mission alignment → Unique perspective & contrarian beliefs discovery → Leadership style & decision-making patterns analysis WEEK 2: MARKET POSITIONING & AUTHORITY → Industry landscape analysis & white space identification → Thought leadership angle development → Expert positioning strategy & credibility pillars → Competitive differentiation based on founder DNA WEEK 3: BUILDING YOUR VOICE → Signature methodology & framework creation → Content themes that showcase founder expertise → Storytelling frameworks for consistent messaging → Voice & tone that reflects authentic leadership style WEEK 4: FOUNDER-LED CONTENT SYSTEM → LinkedIn strategy optimized for founder visibility → Speaking topics & thought leadership content calendar → Personal brand asset library (bio variations, key messages) → Systems for scaling personal brand without losing authenticity Month 1 is PURE foundation work. You don't judge the architect behind Burj Khalifa by the concrete they pour, you judge them by the skyscraper that stands years later. This systematic approach has generated over $2M in revenue for my clients. But the magic happens in months 2 and 3 when everything I build in month 1 starts converting. If you want quick wins and surface-level changes, I'm not your strategist. If you want to dominate your market and build lasting competitive advantage, let's talk.

It started on a chill FaceTime. A founder wanted my take on their brand voice. Said they’d been “studying the greats.” Nike. Apple. Netflix. I nodded. Fair. Learn from the legends. But then I hit their landing page. The headline? Just Start. Below it: No excuses. No limits. No shortcuts. It read like Nike and ChatGPT had teamed up... and forgot to label it. They looked proud. Like a kid holding up homework that was definitely “original.” But here’s the problem. The words? Smooth. The layout? Sleek. The soul? Missing. It didn’t sound like them. It sounded like someone trying to sound fearless, but reading lines from someone else’s playbook. I get it though. I’ve been there. When I launched my first venture, I tried to copy confidence. Swiped Shopify’s clarity. Borrowed Notion’s tone. Even pulled Apple’s product shots for “inspo.” My logic? If I sound like them, maybe people will trust me. Respect me. Buy from me. But all I got back was… silence. Because it wasn’t me. It was a costume. The big shift? Came from a client who said: “I didn’t hire you for your branding. I hired you for the way you talk about branding.” That line stuck. She bought my voice, not my visuals. That’s when I quit the charade. I stopped writing for applause. And started speaking like I actually talk. Because here’s the truth: People don’t buy polish. They buy personality. Branding isn’t mimicry. It’s memory. You can copy a punchline. Swipe a color scheme. Clone a carousel. But if it’s not yours, it won’t last. Want a brand voice that clicks? Say what you really mean. Be raw. Be weird. Swear if you must. Show the rough edges. That’s what trust is built on — not perfection, but presence. The way you tell stories. The way you mess up and own it. That’s your edge. Your weird voice notes and 2AM drafts? That’s your IP. Don’t Ctrl+C your magic. Build something honest. And if you need help finding that voice, that’s exactly what we do inside The Brand Engine. Not fluff. Not guru talk. Just tools, feedback, and a bit of fire to help you sound like you, but sharper. Because people don’t follow brands. They follow builders. Let’s make them follow you. Link in comments.

"Why Buy the Cow When You Can Get the Milk for Free?" is a horrible mindset... when it comes to building your business Too many worry that sharing too much insight upfront will eliminate clients’ need to hire them. But, in reality, holding back does more harm than good. Here’s why giving value freely brings clients to you. Building Trust, Not Dependence Clients pay for more than knowledge; they want unique insights and tailored guidance. Sharing valuable information builds trust, not dependence. By freely offering actionable insights, you establish yourself as a knowledgeable and generous expert—qualities clients remember. Action Step: Share part of your process, like a checklist or framework that solves a specific problem. This builds initial trust and allows you to filter in for your ideal client. 1) Information Isn’t Implementation Clients don’t just want information—they want your expertise in applying it to their unique challenges. They seek transformation. Offering valuable information lets clients experience your approach while highlighting their missing personalized support. -> Action Step: Host a webinar on a common issue, then share case studies that showcase your hands-on impact. 2) Free Value Creates Bridges to Paid Services When clients experience your expertise they are more likely to seek your deeper guidance. Giving valuable insights for free builds familiarity with your methods, making the transition to paid services natural. -> Action Step: End each piece of content with a call to action—invite clients to connect or share a success story. 3) “Free” Expands Your Reach and Credibility Freely sharing expertise increases your visibility. As your content circulates, it introduces you to new clients. This isn’t lost revenue—it’s marketing. -> Action Step: Encourage sharing in your posts to boost reach and credibility. 4) The More You Give, the Stronger Your Brand “Why buy the cow” suggests that giving devalues your work. The opposite is true in consulting: the more you share, the more clients see you as a go-to expert. People remember the problem-solvers. -> Action Step: Consistently publish content that answers questions and offers solutions. In Consulting, Giving is Selling By freely offering value, you aren’t “giving away the milk”—you’re showing potential clients why you’re the right partner. Clients aren’t buying your information; they’re investing in your ability to deliver tailored solutions and guide them through challenges. Generosity is your best brand-building tool.

Ever considered your brand as a story? Not just a logo or tagline, but a living narrative that unfolds with every customer interaction. Jonah Sachs captures it perfectly: "Your brand is a story unfolding across all customer touch points." Think about it: Your website is a chapter, guiding users through your offerings. Your social media is a dialogue, fostering connections and building relationships. Every customer service interaction is a scene, shaping their perception of your brand. The key is to ensure your story is cohesive, compelling, and consistent across all these touchpoints. ✨ So: 1. Craft a clear brand narrative: What values do you represent? What experiences do you want to create? 2. Be intentional at every touchpoint: From your visual identity to your customer service approach, everything should reflect your brand story. 3. Engage and connect: Your story isn't just about you; it's about your audience. Make them feel heard and valued. By weaving a powerful brand narrative, you can build lasting connections and win customer hearts. ❤️ What are some ways you're telling your brand story? Share your insights in the comments. #Branding #entrepreneur #businessbranding

How do you outmanoeuvre the competition? Not by being “better” than them. But by being different them - and highly valuable to your audience. Hello from sunny Limassol, Cyprus 🇨🇾! I’m here consulting for a leadership team from a business operating in a crowded market. The challenge? How can we stand out - for the right reasons and to the right people? The answer: a bold brand strategy. One that is not simply about colours fonts and logos. But one which influences all Parts of the business to innovate and recalibrate to create unique value. I’ve been working with the leadership team of a B2B professional services company tackling the challenge of standing out in a highly saturated market. Scaling in such environments is never easy—but after two intense strategy days, the energy and clarity in the room have been incredible. On Day 2, we strategically repositioned the brand around a new, sharper direction. This included: • Prototyping ideas for an improved customer journey • Reimagining how they create and deliver value • Exploring a new pricing structure and onboarding process The breakthrough moment came when we clarified not only what they would start doing, but also what they would stop doing to focus on becoming the only choice for a specific audience. By the end of the session, we had: • Conceptual alignment on a focused new approach • A clear strategy to differentiate the brand in their market • A high-level action plan for the end of 2024 and the first half of 2025 The leadership team left energized and excited, with a renewed sense of purpose and direction. For my part, the next step is to further clarify the strategy, engage their wider team, and ensure momentum stays strong. For CEOs and business leaders, the lesson here is simple: when your market is crowded, clarity is your superpower. By focusing on a specific audience and carving out a distinct territory, you can turn complexity into alignment and alignment into action. How are you helping your team focus, differentiate, and move forward? #branding #Leadership #Strategy #BrandPositioning #ScalingUp #TeamAlignment #CustomerJourney #ValueCreation

She was visible in the room but invisible online. A client said to me recently, “In person, people know who I am and what I bring. But online? You’d never know it.” And she was right. In person it was clear she had decades of credibility. She was the person people turned to when decisions needed to be made, things needed to get done, problems solved, or trust established. Her peers knew it. Her clients knew it. Her team knew it. But when someone Googled her, her LinkedIn profile came up, and the message simply didn’t match. 📉 A profile that undersold her expertise. 📉 Inconsistent or non-existent activity. 📉 A digital first impression that didn’t reflect the reputation she’d earned. And here is the challenge with this - people don’t separate offline from online anymore. ✨ The client meeting you tomorrow has already looked you up today. ✨ The board member you’re pitching to has already scanned your profile. ✨ The graduate considering your firm has already checked your team’s presence. ✨ The investor you’re meeting next week has already searched your name. ✨ The client referral you haven’t even met yet has already formed an impression. If your online presence doesn’t reflect your offline reputation, it creates disconnect before you even enter the room. “Are they really the expert?” “If their business is as strong as they say, why can’t I see it here?” You’ve worked too hard to be invisible. The good news? You don’t need constant posting or flashy campaigns to close that gap. What you need are the right foundations: ✔️ A profile that communicates value, not just a job title. ✔️ Consistent, purposeful activity that mirrors how you show up in person. ✔️ A digital presence that builds trust before the first handshake. Because your reputation shouldn’t depend on which version of you people happens to find first. Make sure the person people meet online is the same one they already trust in the room.