Sharpen Your Competitive Edge with Tangible Brand

Brand tools become meaningful business assets that result in boosting the bottom line when rooted in the core values of your firm and your employees. The values are your guiding principles and drive the culture of the firm. Brand equity is then built by incorporating the brand into all internal and external decisions and communications for employees as well as customers. It's a tool to align mission, operations, culture and actions. The end result: an ROI you can see and feel. That's tangible brand.

Jacqueline Durett | October 30, 2008

By Mary Weisnewski

As consulting firms of all sizes know, what you're selling is your people as much as your services. Along with the skills and experience, how your consultants interact with clients—the trust they engender, the expertise they convey, the level of friendliness and empathy they show—are all part of the package.

"In a very real sense, your employees are your product. They are delivering the experience, and it can be a huge differentiator in this competitive market," says Laura Yurdin, chief communications officer at Point B Solutions Group, a national management consulting firm whose senior-level associates help clients execute on mission-critical projects. "That's why getting all employees on the same page with walking the talk of your company's core values is crucial. Clients expect quality—what they are surprised by is the unique and meaningful experience of the engagement with you."

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