Читать книгу How to Win Client Business When You Don't Know Where to Start - Tom McMakin, Doug Fletcher - Страница 16

Establishing our personal brand identity begins with deciding a) what we want to be known for and b) who we wish to serve. These two topics, our chosen field of expertise and our target audience, are the sharp end of the client development spear. We'll talk about the importance of focus and how, paradoxically, that sets us up for success.

Interestingly, the more we focus, the more we are seen as experts, and this leads to greater brand identity and respect. We can be known for being good at anything, but we can't be known for being good at everything. Until we choose and effectively communicate what makes us unique, we'll have difficulty in consistently winning client business.