Ensuring that your brand is defined and recognisable is not only crucial for winning clients but also attracting the best talent, writes Chris Sale of Prism.

He discusses the relevance of brand in management consultancy and highlights the following points.

Defining your brand is an ongoing process

Branding a management consulting practice is significantly different from branding many other types of professional services. There are opportunities and challenges, in particular:

• Management consultancy firms should clearly communicate the range of services they offer

• Audiences may have limited knowledge about services consultancy firms working in a specialist market provide

• Brand is a combination of reputation and visibility.

• Communicate your firm’s areas of expertise. It helps to answer the question “what does the firm do?”

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