Go large or Go personal? Which one?

9 replies
I am trying to figure out how to brand my consulting practice. It'll only be me and my VA.

Seems like a lot of small business owners try to give the appearance of being big by the way in which they name their business.

My question is should I use that concept or should I brand my business as more of a personal business(smaller business) with me being the brand, not the BIG business sounding name/brand.


Hope that makes sense.
Thanks--
#large #personal
  • Profile picture of the author bawls
    Two things to consider

    1. where do plan on getting business from?

    2. Are you better as a personal net guy or a cold business orientated shark?
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    • Profile picture of the author TheNewGuy2010
      Originally Posted by bawls View Post

      Two things to consider

      1. where do plan on getting business from? Local/Regional

      2. Are you better as a personal net guy or a cold business orientated shark? Personal. I offer a high end service

      Thanks for the reply
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      • Profile picture of the author bawls
        If "high end" means you would just like to charge a lot for your services, shark is better and if you have the case studies to back it up, then you should be OK..but the higher the dollar the more shark it becomes.

        Seriously if you are charging anything over 3k a month businesses wont care how nice you are that wont even factor in.
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  • Profile picture of the author goodmast3r
    Go personal when you are small, then go large when you are already established. By branding your self you are preparing to go large in the future
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    • Profile picture of the author TheNewGuy2010
      Originally Posted by goodmast3r View Post

      Go personal when you are small, then go large when you are already established. By branding your self you are preparing to go large in the future

      Makes perfect sense.


      Thanks
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  • Profile picture of the author af7850
    I have sold for some of the largest companies in the US in their respective industries, so from vast experience I'm telling you this:

    It's all personal.

    The only difference is that, if your selling to thin wallets, they'll likely be naive enough to trust you if they like you. Big budget sales still require that they like and trust you, but that trust is determined by both rapport and validation (proof).

    Hope this helps.
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  • Profile picture of the author ScottWatson
    Definitely personal, one thing I have learnt from time in the RAF and my short time in this game, is that people like people. There is nothing worse than being just another call in the queue, just another email in the SPAM folder or just another number on the sales chart.

    As Jason said above it's easier to trust an individual as naively, we as people on mass almost always give the benefit of the doubt. Whereas we aremore likely to be weary of the big faceless company just out to get our money.

    This is also one of the key reasons why social media profiles with a headshot work better than those with a logo or cartoon. People are times more likely to click you profile just by having a decent portrait or headshot of yourself as your profile image.
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    • Profile picture of the author Claude Whitacre
      Most small business owners want to look like a big business. Most big businesses pay huge sums of money to look like a personal business.

      Personal is better. Personal is what sells. The people wanting to be perceived as a big business are ones who think there must be a better way...something is missing...maybe it's the brand perception.

      Usually it's not that. Why do you think banks pay so much for local offices with staff? They want to appear personal.

      Think....are you attracted to the biggest company? Or the one that knows your name, and values you as a client?

      Would you like this slogan?
      "We are so big that you aren't just a name..you're also a number".

      TV commercials that depict companies as the biggest...are failures. For example.
      "If it has anything to do with fabric, we do it at Burlington. And we do more of it than anyone in the world".

      That was years ago. It sounded impressive. But nobody is attracted by claims of company size. The ad was pulled fast.

      "We're number two, so we try harder". Much more powerful. Now, people feel like they will be treated better, and how many of us identify with the top 1%?

      It's about 1% (that was a trick question). Unless they are your market, personal is better.
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      • Profile picture of the author Mike R
        As long as you can go the "Personal" route without losing the "Professional/Branded" tone, I'd say go personal. If you're planning to sell a high-end product, you'll need to differentiate yourself from the rest of the market and personal touch will definitely be needed.

        That being said, "big brands" get big for a reason (they must be doing at least a few things right), so don't ignore the ways they create try to create user trust (guarantees, certifications, testimonials, etc.).

        Just my 2 cents...
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