Build Your Brand

⏰ Today in 5 minutes or less:

• A strong brand drives inbound opportunities and lasting growth. 

• Create your own brand around three pillars: niche, value proposition, and credibility.

• Brand building is an always-on task to stay active and visible in the eyes of your network.

Beyond a Name: How Consultants Can Build a Brand That Wins Clients

A brand isn’t how you look, but how you’re known. 

For consultants, a strong brand is more than just how you appear on the surface. 

It’s about clearly defining the problems you solve, telling compelling stories about your impact, and building credibility that leads to consistent opportunities. 

It’s about delivering consistent messages and content that enables clients to move from consideration to contract.  

Here’s how I built mine, and how you can do the same. 

🎯 Check out our deep dives about branding:

• Case Studies Are Your Brand’s Memory Hook

• Winning with LinkedIn: For Consultants Who Would Rather Do Anything Else

• Modern Branding for Lazy Geniuses (You Know Who You Are 👀)

More Than a First Impression: Why Your Brand Fuels Success 

A brand isn’t about how a consultant looks; it’s how they’re known. 

It’s the difference between being remembered and overlooked. 

A strong brand drives inbound opportunities and lasting growth. 

It builds trust through proof points – like testimonials, case studies, and thought leadership pieces. These pieces of evidence confirm real results even if a potential client tries to verify them. 

A strong brand also amplifies referrals. 

A focused, consistent message helps prospects quickly understand three things: 

• How well a consultant understands their problem. 

• How the consultant approaches the problem. 

• How many times has a consultant encountered the problem and solved it. 

That’s what a brand should consistently communicate. 

Not a list of services – but a single, unmistakable message. 

When the signal is clear, trust follows and referrals flow in.

How I Created the KRS Brand  

Over around two decades in the consulting industry, I found that the most successful consultants created their effective brands based on three pillars:  

1. The Niche: Problems You Solve – My brand is deeply rooted in the specific problems that I help clients with, which is finding the ‘yes’ for 8-figure+ investments. 

2. The Value Proposition: Outcomes You Create – Once I identified my niche, it was easier to articulate the kind of results I deliver and why they matter for my target clients. 

3. The Credibility: Proof You Deliver – Clients trust consultants who can demonstrate their expertise. That’s why I built a portfolio of case studies, testimonials, and thought leadership. 

And now, let’s look at it step-by-step. 

Defining the Niche: The Exact Problem You Solve 

Early in my career, I thought marketing myself as a ‘generalist’ was a good thing. Because I could – and still can – do a lot of things and do them well. 

My superpower is that I’m really, really good at ‘figuring it out.’ 

But unfortunately, this meant nothing to the people whom I never worked with before. And unsurprisingly, it was hard for me to attract new clients. 

Clients want someone who can clearly describe their expertise because it’s easier for them to see if the consultant is a good match for their existing team.

They focus more on finding someone who can solve their problem – a master. 

Successful consultants are masters of their niche because they get things done with speed quality. And if they’re masters of their niche, it’s easier for them to explain what they actually do. 

Once I realized this, I stopped offering broad consulting services. Instead, I focused on the specific pain points that a specific set of clients typically experience. 

Now, I introduce myself by saying:

‘I help B2B execs ‘find the yes’ for 8-figure+ investments by making things simple.’ 

That’s when work started coming in. 

Telling the Story: A Narrative That Sells 

Everyone loves a good story. 

Even the most effective marketing tricks will point to storytelling – because it’s the best way to leave an impression and be on top of mind for people. 

Good narratives look different from each other, but it’s always good to start somewhere: 

1. Use clear, distinguishing language. Describe expertise and the value you bring in a way that sets you apart from others. 

2. Develop simple narratives about results. Make it easy for people to understand and remember your impact. Cut the fluff and frills. 

3. Build case studies that prove value. Clients trust consultants who can demonstrate results. 

4. Clearly articulate a methodology. Clients are more likely to work with a consultant if they know how they approach problems and deliver solutions. 

5. Back up claims with proof. Always use data, testimonials, and examples from previous works to reinforce expertise. 

Building Credibility: A Showcase of Undeniable Expertise Online 

I think a lot of people will agree with me on this: credibility = googleability.  

When someone searches my name on Google, what they’ll see are things that support my expertise, and therefore, reinforce trust.

All competent and credible. 

Although showing a bit of your personal life adds a touch of that genuine human connection, potential clients don’t need to see everything you’ve been up to. 

I suggest locking down your social media – adjusting your privacy settings and keeping your personal identity separate from your professional identity. 

Case Studies Are Your Best Hook 

Clients don’t just want to hear claims. 

They want to see evidence: real problems, real approaches, and real outcomes. 

We all have standout wins, but a lot of them stay hidden in old decks or get reduced to jargon-heavy recaps that don’t connect with future clients. 

But good case studies do more. When written right, they: 

• Show the spark and the reason a client needed help. 

• Position the consultant as a trusted guide, not the hero. 

• Highlight the turning point, insight, or move that changed everything. 

• Quantify the outcome, proving that real results were delivered. 

Case studies act as memory hooks, making it easy for prospects to remember, recommend, and trust a consultant’s expertise. 

Think: “You’re the one who helped that SaaS company double their win rate, right?” 

LinkedIn Is Your Best Tool 

Depending on how you position yourself, LinkedIn can be a credibility booster or killer. 

Unclear, outdated, and generic profiles lead to lost opportunities. 

But not all is lost. There’s a way to fix a doomed LinkedIn profile little by little: 

• Start with the headline. I clearly state what I do and whom I do it for. 

• Next is the ‘about’ section. I use it to highlight my niche, unique approach, and some proof points. 

• Highlight the best experiences. I focus on roles and projects that are relevant to my niche because they reinforce my brand better. 

• Feature some shiny recommendations. It doesn’t hurt to ask for testimonials after working on a successful project. Most people are happy to provide one – all you need to do is ask.  

How I Took My Brand to the Public (and Elevated It) 

Visibility creates opportunities. 

Once I got my brand defined and credibility established, it was time to make it visible. 

I did this in three ways: 

1. I leveraged my personal and professional networks. When I went indie, I reached out to former colleagues, past clients, and some industry contacts to let them know about my new venture. Even if my direct connections didn’t turn into clients themselves, they were still instrumental in recommending me to other people until I landed clients after clients. 

2. I built a targeted online presence. Posting content on LinkedIn is good, but I also had to engage – like how people usually do in social media sites. I started engaging in LinkedIn groups, leaving comments on industry discussions, and strategically networking with potential clients. 

3. I wrote original think pieces as an expert in what I do. When I find interesting topics in business or the consulting industry, I write my own takes on them. It’s a great way to share my insights and show people how I think when solving complex problems. This is where we’re doubling down today.  

But brand-building isn’t a one-time effort. 

It’s an always-on task to stay active and visible in the eyes of your network (and potential clients). 

Once I got the consistency part down, it was time to elevate my brand and scale my influence. 

After all, a strong brand leads to bigger opportunities and higher-value work. 

Here are some of the original content I produced that you might want to check out: 

• LinkedIn Articles. I share insights about things I’m interested in and good at on LinkedIn, along with some pieces about my work as an indie consultant. These articles work great in positioning me as a subject matter expert. Find all my articles here. 

• Weekly Newsletter. If you’re an independent consultant or fractional executive, you’ll find a lot of valuable pieces in my weekly newsletter, The 2x2. From podcast interviews with other consultants to downloadable tools useful for your client work, The 2x2 will move you up and to the right. 

• Professional Publications. Recently, I started writing some thought leadership pieces and submitting them to respected industry outlets. I think it’s a great way to boost my credibility even more while reaching a wider audience. Here’s one I did with the Fast Company.

• Conference Presentations. I attend a lot of conferences and industry events because I think it’s a great way to expand my professional network and meet some potential clients. But recently, I have also been trying to get speaking engagements to share my learnings and enhance my credibility. 

Your Brand is Your Growth Engine 

More than how I appear to people, I believe that my brand is how people know me. 

With a defined brand and strong positioning, it’s easier to build trust – and eventually, attract better and more opportunities. 

I started defining my niche, crafting my story, and establishing my credibility a few years ago. 

And I can say that everything else followed. 

Remember, the path to success is paved with continuous learning and embracing fresh perspectives.

Let's stay connected, share ideas, and elevate your consulting business.

Stay curious, friends.

The 2×2 is brought to you by Keenan Reid Strategies

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