As the business world begins to consider life beyond the pandemic, the leadership conversation will inevitably shift from surviving to growing again. In mature sectors, the only way to grow ahead of the market is to take market share from someone else. So, brand differentiation — being different and better for your target customers — becomes a critical success factor in any business strategy.

In knowledge-led businesses — those led by consultants, lawyers, scientists, architects, engineers and designers — rainmaking partners and marketers know that brand differentiation is crucial in winning new clients.

However, brand differentiation is a tricky topic…

Ian Stephens

Branding for professional service firms | Founder & CEO at Principia Brand Consultants principiaconsultants.com

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