By Vickie K. Sullivan, Contributing Editor
Differentiation is the name of the game in marketing expertise and branding has become a buzzword for packaging our brilliance. Consistent clarity about what you offer gives buyers confidence that you can deliver what they want. How do you make the right branding decisions?
To decide what's right for you, consider these three of the most profitable branding models for experts.
Leader of a Movement
- What leads: A provocative point of view that focuses on a solution or an idealized future. In this model, a leader builds a content-based platform and communicates it through a variety of messages. Speeches, books, etc., focus on different applications of the same theme. The key is compelling content that creates a long-term platform with unlimited variations. This is the most popular option for many experts because it has the shortest sales cycle with the least risk.
- Poster children: Jim Collins with his "From Good to Great" concept. Introduced as a solution for organizational growth, Collins has branched out his platform into the social sector by publishing a 42-page "monograph" in 2005.
Harry Dent took the personal financial market by storm with his "Roaring 2000's" approach in the late 90's. He expanded his brand with the Roaring 2000 Investor and even further with books on the "next great bubble boom" to take place between 2006-2010.
Speaking fees for Collins start at $60,000. Dent has fetched $100,000 for an appearance.
Members-Only Premium Content 
Want to read more? Try our Risk-Free 7 Day RainToday Membership Trial with access to:
- Free Webinars: Access all recorded webinars (full members attend all live webinars free).
- Free Tools and Guides: Receive all how-to guides and tools sold in the RainToday Store free.
- Research and Reports: Receive 20% off all research and benchmark reports.
- 1,000+ Articles: Access over 1,000 professional services marketing, sales, and leadership articles.
- Exclusive Premium Content: Access members-only interviews, templates, and case studies.
Already a Member? Sign in below:
(Note: Do not press the "Enter" key. Instead, click the "Login" button with your mouse to sign in.)
