How Executive Branding Is Driving New Business For Consulting Firms In 2024

In the consulting space, trust is important for new business development.

The best way to build that trust is to establish credibility both as an experienced consultant and person online.

Unfortunately, that second part—showcasing one’s humanity—is what both consulting firms and the consultants themselves often overlook when it comes to business development.

That’s why, after spending 20+ years in marketing, including consulting on marketing communications projects for top consulting firms, I think it’s time for consulting firms to consider executive branding for those partners who struggle to win or retain clients.

Executive branding (also sometimes referred to as personal branding) deploys a mix of content creation and marketing, LinkedIn strategy, and strategic networking to establish an individual as a thought-leader in their field while at the same time engaging in an ongoing dialogue with that executive’s target audiences—in this case, clients and prospective clients.

Here is how my client S.L. Johnson is using executive branding to accomplish her goals.

S.L. Johnson, a managing partner at a tech consulting firm, knew her firm's ability to attract top clients and relied on its brand and leaders' influence.

As an advisor to fast-growth startups, S.L. saw the potential in using her PERSONAL BRAND to boost her firm's reputation and open new doors.

Despite her impressive track record, her LinkedIn presence didn't reflect her deep expertise or the impact she has had in tech.

She understood that she needed to step into the spotlight as a thought leader to differentiate herself.

When she approached us, she had VERY clear goals:

• Attract funded startups seeking strategic guidance.
• Gain a competitive edge with her expertise.
• Build relationships with key industry influencers.
• Encourage innovation and thought leadership within her firm.

S.L. knew that the key to achieving these goals lied in using her personal brand to amplify the firm's message.

The Solution

Level Up Executive Branding helped S.L. develop a brand identity (voice and messaging) and strategy to position her as a go-to trusted voice while boosting her firm's reputation.

We dove deep into her background and vision and conducted market research to identify the key conversations and initiatives she wanted to focus her conversation around.

From there we developed her content strategy for LinkedIn.

We started by building her authority catalog.

Similar to a music catalog, the purpose is to build CREDIBILITY, strengthen trust and engage her target audience of tech founders.

Her Authority Catalog included:

‣ A LinkedIn Live talking about common productivity issues experienced by growing startups.

‣ A series of newsletter issues on strategies from early-stage growth to Series C.

‣ A series of short-form post on leadership needs in tech.

‣ An interview on a podcast focused on challenges tech startups encounter.

‣ Videos detailing her methodology for guiding companies through growth challenges.

Every Authority Catalog includes a mix of learning formats from blogs and guides to videos, podcasts, and LinkedIn Live events.

The variety caters to how people learn and consume content and keeps readers engaged as they move through her catalog.

We also executed a LinkedIn strategy to maximize her visibility for speaking engagements.

This would FURTHER strengthen her credibility as a thought leader in the industry.

Throughout the journey, we provided S.L. with guidance and support, empowering her with the skills and confidence to own her voice and lead with her “IT” Factor.

Our goal was to create a ripple effect, (not only amplifying her voice and presence on LinkedIn) but also to fuel growth for the firm!

The Results

In just the first 6 months, S.L. and her firm saw remarkable results:

- 1200% increase in LinkedIn engagement, with S.L.’s content resonating with tech leaders and LinkedIn editors.

- 40% growth in the firm's sales pipeline, driven by the increased visibility and credibility of S.L. Johnson's thought leadership.

- 30% boost in revenue, as S.L. Johnson's influence attracted startups, and partnerships with accelerators.

- Thought leadership posts driving over 150K impressions quarter-over-quarter on LinkedIn.

As S.L.’s profile grew, so too did the opportunities for her firm.

- New partnerships and collaborations were formed as industry leaders sought out their expertise and innovative approach.

- The firm attracted top talent, as passionate professionals were drawn to the culture of thought leadership and impact that S.L. had cultivated.

- Her influence has empowered others to think bigger, push boundaries, and shape the future of the industry.

As we continue to partner with S.L. Johnson, we're excited to see her influence grow and to see how that will fuel success for her firm and the industry.

When leaders like S.L. Johnson make their mark, the impact is limitless.

Reach out to me here on LinkedIn or email dashley@thrivoo.com to set up a call.

ABOUT THE CREATOR OF WILDFIRE

Deborrah Ashley is a marketing strategist and corporate trainer for organizations, founders, companies, and accelerators. She is also the author of "InSIDER- How To Leverage LinkedIn To Stand Out As The Industry Leader".

She partners with time-strapped founders and executive leaders to turn their insights into engaging content that:

- shapes brand perception,

- deepens relationships, and

- transforms how prospective clients, talent, and partners think about and experience their company online.

She spent a 20-year career launching new products & ventures across a dozen categories for large companies, smaller organizations, and venture-backed startups.

Deborrah’s insights have been featured in Oprah Magazine, The New York Times, and Black Enterprise Magazine.

She is frequently tapped to speak on content and social strategy.