Personal Brand = Consulting Clout
In the online services space, there is a very low barrier to entry. Which means, there will continually be more and more providers doing what you do. Focusing on the WHAT leads to price competition. Focusing on the HOW isn’t what connects with your future clients. WHO is about you, and your clients are worried about them. WHEN & WHERE is neither here nor there (especially in the online world with almost real time replays.
That leaves the WHY. The driving force of your personal brand. So if you’re looking to stand out from the crowd, that’s where you need to focus.
Are you consulting?
The definition of consulting is, “the business of giving expert advice to other professionals, typically in financial and business matters.”
When we get down to it, unless you FEEL like you’re giving expert advice, you’re not consulting.
You may be helping. Or teaching. Which are both good things. But they aren’t consulting.
Choosing what to consult on
So how do you choose what to consult on?
Well, what makes someone an expert? According to Forbes, “comprehensive or authoritative knowledge in a particular area” makes an expert. That’s as good a definition as any.
People gain a level of comprehensive knowledge because…drum roll…they put in the effort to learn and experience it.
Effort and Time.
Where is it easiest to put in effort and time? In the things that align with our personal brand ;)
Your personal brand is the indicator of that “particular area” that is mentioned in the definition.
Your particular area
Something else important to remember is that you are consulting in ONE area. Not all areas.
I’m a personal branding specialist. I’m not a graphic designer. If I tried to be a graphic designer, it would take much more time and effort for me to gain a comprehensive knowledge, because I don’t LIKE it.
But I LOVE all things personal branding. So learning and growing in THAT area feels fun and exciting.
Even within a small focus - say website design - there is room for a particular area. You look at someone’s website and you immediately know what you can do to improve their connect with customers. THAT’S authoritative knowledge that people need. AND it’s a lot more clear than, “I do website design”.
Creating consulting clout
I think most people know what I mean when I say clout. It’s commonly defined as, “influence or power, especially in politics or business”.
But I found another definition that I like better: “a heavy blow with the hand or a hard object.”
You want to make an impact with your consulting, right?
Well, a heavy blow always makes an impact ;)
Now, I’m not recommending that you go around punching people with your knowledge. I know the difference because when I was young, that’s exactly what I used to do.
THAT doesn’t make a lasting impact. A transformation does.
In Summary
When you use your personal brand to define your consulting focus, two main things happen:
You grow faster because you’re excited to learn in the field, and
You strike a heavy blow with your passion that leaves a lasting impression.
That’s what clout is all about my friends.
If you think you need some work finding your consulting clout, check out our upcoming workshops!
