The 6 Elements for Building a Strong Professional Services Brand

I stepped off the elevator into the fourth floor lobby, an attractive environment with plush leather chairs, an oak reception desk and a large logo on the wall. I walked into the conference room, where a long wooden table with high-back chairs stretched out before me, and I waited for the CEO. When he entered the room, he got right to the point.

"Randy" he said, "I want you to help us grow our numbers by 30 percent this year. Can you do it?"

Like many other professional services (PS) firms, his business had grown rapidly through referrals and hard work by a focused team. But now it had reached a plateau and was struggling to move beyond it. I asked him one simple question, "How strong is your brand?"