When it’s Time to Bring in the Professionals—Marketing a Knowled

I’d seen the look before. At one of the many networking events that I attended when I launched my consulting practice, I had just been asked what I did for business. When I replied that I was an HR Consultant, eyes glazed over. “That’s nice,” was the reply, with either little interest in what I did, or worse yet no understanding of the value that I could provide. Having spent considerable time as an HR executive in a major corporation, I knew first hand how much good HR practices could add to the bottom line. Before I started my business, I had spent time developing my business plan. The marketing challenge I was faced with was to help a prospective client to understand the value of the knowledge that I would be able to provide.

There were a number of steps I took when I first began that were important to establishing my business. In creating my business plan, I developed a model that I used to explain what I did. I came up with a name, logo, and tagline to describe my company and create a brand. Immediately, I set up a website that had a corporate look to it, and more importantly explained who I was and what I did. I developed collateral materials such as brochures, letterhead and business cards that helped to establish the brand.

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