There is one supreme though simple reason why professional service providers should focus on building a brand. In the text books it’s referred to as “brand equity”, in real English I’m talking about the value placed a brand.
Whether you’re an insurance broker, financial planner, accountant, lawyer, plumber, builder or healthcare provider, you could be running the risk of thinking your business is all about YOU and the skills you offer. I have great news, you’re wrong!
Your business is really all about your clients, customers or patients. After all, without them you can have all the skills in the world, but you won’t have a business.
So, why should you be building a brand for your business?
So many business owners lose site of the big picture; their exit strategy. When the time comes to pull up stumps on your business, what’s going to happen then? It’ll be so much easier to sell a business where the clients have allegiance to the SERVICE provided by the business rather than the PERSON operating the business.
Start building your business brand as an identity quite distinct from your own. And in building that brand, give it a personality, a look and feel that reflects the status you’d LIKE to achieve. One day that could give you the freedom to step aside and let someone else do the work while you reap the rewards.