From the course: Consulting Foundations: Building Your Brand
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Develop your brand messaging
From the course: Consulting Foundations: Building Your Brand
Develop your brand messaging
- Developing your brand positioning is like claiming turf in a battle. You want to claim an attractive area that's big enough to support you well but not too big to protect against rivals. Once you've planted your flag, what comes next? Now it's time to make sure everyone knows this turf is yours, and to make sure you protect it from others who might try to take it from you. You do this through your messaging. What are three proof points to convey that support your positioning claim? If you say you're an expert career coach for lawyers in transition, your proof points might be that you've coached dozens of lawyers who are leaving big firms, that you are credentialed in career coaching, and that you yourself are trained as a lawyer and have successfully transitioned out. Every message, every big piece of communication you create, from your website to your email newsletter to your elevator pitch, should tie back to those messages. You're going to want to communicate these messages to…
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