Why would a sole proprietor decide to develop a strategy for branding professional services?
I interviewed Deborah Gottesman, principal and lighting designer at Gottesman Associates, to find out.
Having recently completed a branding strategy and website with Bekhor Management, Deborah is well positioned to provide insight to other sole proprietors about the branding process.
Here is what she had to say about it before she got started:
“I knew that marketing would add value to my practice but I didn’t think I could justify this investment in the early stage of a practice. A few months later, I realized that I couldn’t afford not to.
My practice was growing in the building industry but my brand image didn’t reflect this growth.”
On the heels of Deborah’s branding strategy she decided to also develop a website. Curious about the impact of the complete brand to website experience, I asked her how things have changed as a result of this work:
“The branding strategy was one of the most valuable things I have done for my practice. The process forced me to define my goals and gain clarity about what I would need to do to achieve them. As any engineer, architect or other professional would tell you, this type of introspection doesn’t normally happen in the day-to-day operation of a practice.
The branding strategy set the stage for the evolution of my practice. The gap between my brand image and my practice has closed. Now I look forward to giving out my business cards and receiving feedback on my website.
My advice to other sole practitioners considering the benefits of a branding strategy is to do it early. The earlier you develop your branding strategy the faster you will achieve your goals.
You may even discover that you will have gained competitive edge because you went through the process faster or better than your peers.”
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