Most rainmakers have an embarrassment of riches – talented and energetic, they have many ways to brand their expertise. It's supposed to be easy to choose. Just focus on what you love and on your perceived strengths and the money will follow, right? Not necessarily.

Too many experts define their expertise to prospects that are easily accessible instead of to buyers who are willing to invest and who have big budgets. Or worse, experts get seduced by initial success in a niche that pays current fees, only to find out later that these clients will drop out at the first price increase.

How to make the right branding choice when you have so many options? Below are three strategic questions, with examples, that will ensure your brand sets you up for sustainable success.

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