An instant, a split second. That’s when you deliver the initial impression of your personal brand. Then, over time, your brand is reinforced by your behavior throughout the stages of a relationship. Once your brand is created, it can be consistently built upon and it can be easily busted!
Individuals who are successful have a strong brand. They know who they are, what they can do, and what they can be counted on to consistently deliver.
Personal Brand Defined
Call it your Professional Signature© and here’s what it looks like.
Just like a company brand! And, just like a company brand, it’s created by your behavior and it’s determined by others’ perceptions of you. It’s not a logo – that’s a graphic representation of your brand. It’s all about the experience you, your professionals, your teams, and your firm deliver. It’s what your clients can count on from the individuals in your firm, NO MATTER WHAT!
Why does personal brand matter in the AEC industry? And, what’s it got to do with revenue?
Once you’re busted, you’re in service recovery mode and that’s a lot of time and effort, i.e., revenue. A busted brand means the client just may not believe you the next time you make a promise. Or, perhaps, that client may share the poor experience with your firm, on the street or in referring you to another potential client.
However, when your teams and your firm have a strong brand, it supports your revenue pursuit. It leads to better working relationships because the client knows they can count on what your people are saying. It means it’s easier to work with the client through difficult issues and it means the probability of that client returning to your firm is higher, i.e., revenue!
So, how can you uncover your technical professionals’ brands, put the right combination of brands together in proposals and interviews, and consistently deliver, during a project, on that brand?
Know the personal brand of everyone in your firm who may be on a project team
Whether you’re reading this for your firm or reading it to build your own personal brand, here are the components of your Professional Signature©.
As you’re working towards keeping your firm competitive, consider the personal brands of your team members. In your proposals and interviews, put the right people in the right roles and make sure they have the skills, experience, professional participation, and business etiquette to carry off theirs and the firm’s brand.
And, last, to make sure your project teams are delivering on their individual and firm brand, check in with clients throughout the project. Don’t wait until the project ends to find out from the client if they were happy or not. It’s fairly impossible to fix a situation after a project is completed and the chances of having a repeat client drops considerably, i.e., lost revenue.
Yeah, you got it: There is a strong connection between brand, what your firm delivers, and building strong revenue. BTW – Want to differentiate your firm? Tap into your team members’ individual brands.
What are you doing to support strong revenue?
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Friday Chow is posted weekly, or thereabouts, to provide you with insights and considerations for AEC sales and marketing. Good stuff to feed your revenue engine!
When you're ready to improve your business development, marketing, and client relations programs, contact Red Hound Studios at firstname.lastname@example.org