As an increasing number of people consider consulting as an alternative strategy to their job search, they’re finding that their business cards don’t serve both purposes (i.e., their “job search” cards are not entirely “on message” for their consulting strategy).
A friend asked me for my reaction to possible names and taglines for his new consulting practice. At first blush, they didn’t excite me. This is a guy whose job search is focused on finding himself a role as an “Innovation Executive.” Clear and to the point. When I see job postings that use those words, I think of George and forward them.
So we spent some time talking through what he loves to do and what kind of consulting projects he expects to get. As he talked, I captured his words (because I now think he can strengthen his 30-second commercial) and typed in possible domain names (I know, I know. I wasn’t demonstrating great listening skills but I told him what I was doing).
We found something that will work for people Googling (Binging) his unique value proposition, particularly if he focuses on using other keywords in his blog and on his website. His company name will work with both his job search and his prospecting for consulting clients. All in all, 30 minutes well spent and we pledged to talk again in a few days about the taglines.
I took this same approach with my brand. Once I got comfortable with the bulldog concept, I found a domain name that leveraged the brand. And then I created this blog using the same approach. All in all, I think the three sync up pretty well, although I’m sure I could be doing better.
Is your brand consistent? Could people find you fairly easily if they were having problems spelling (or remembering) your name, or if they were looking for someone who has your unique skills?
Peter Osborne helps businesses -- and, increasingly, individuals -- sharpen their brand and strategic messages and eliminate barriers to marketing success. Throughout his career, he's always been a "bulldog" who brings simplicity (i.e., consistency, discipline, and structure) where it's needed. For more about me, my background, and my goals for this blog (including why you should subscribe), click on my About page.
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