Every Decision
Every choice your practice makes—from which industries you target to how you structure your kickoff workshops—either strengthens your brand as a trusted expert or chips away at it.
Every decision about your business contributes to or detracts from your desired brand.
by Tim Williams from Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success
If your brand promise is “deep technical expertise with a personal touch,” then every client interaction, proposal detail, and support email must reflect that commitment.
Example:
Imagine your consultancy positions itself as “the boutique partner for mid‑market manufacturers.”
- Reinforcing decision: You develop a modular accelerator for discrete‑manufacturing processes in Dynamics 365 Finance & Operations and offer a complimentary, onsite scoping workshop for new manufacturing clients. You follow up every project phase with a personalized health‑check call. These choices showcase both your deep know‑how and your dedication to hands‑on service.
- Detracting decision: You start pitching generic, pre‑built retail solutions just because they’re easier to sell, and you outsource your support queue to an offshore team that doesn’t know manufacturing nuances. Suddenly, clients notice you’re less focused on manufacturing and miss the direct access to your senior consultants. Those decisions undermine your brand promise of specialized expertise plus direct, personal engagement.
In a small practice, every proposal, customization choice, staffing decision, and support process is a vote for—or against—your positioning. Keep each one aligned with the story you want your brand to tell.
