EPISODE 36: How to Reassess and Improve Your Consulting Business Brand—with Shaunice Hawkins
In this Craft of Consulting podcast episode, I interview Shaunice Hawkins. Shaunice is Principal at Evolutions Consulting and Advising, a boutique strategic communication consultancy. Shaunice specializes in corporate, crisis, and cultural communication; marketing and promotion; and branding and reputation management. She works with Fortune 500 companies, law firms, academia, non-profits, government agencies, religious institutions, and media. In today’s episode, she takes you step by step through how to do an end-of-the-year reassessment of your brand and reputation as a consultant and how to use that assessment to improve your consulting business.
Prior guest Shaunice Hawkins, Principal at Evolutions Consulting and Advising, shares her process for reassessing your brand and making deliberate, high-yield decisions about what to change in the new year. In this podcast, we talk about:
What a brand is—beyond the logo, website, and other visual elements—and how having the right brand can enable you to get recurring and referred business
How to spot misalignments between your brand and reputation in your market
How to assess all the elements of your brand and identify issues and gaps across multiple dimensions
Why having “black hat” people giving you input is so critical
The importance of building reputational capital as a brand strategy
What types of branding and business strategy goals you need to set to have a robust brand that matches the reputation you want
How to set expectations about your branding and business changes with your clients before you execute those changes
When you should redo your brand assessment and why
More about Shaunice:
More about Evolutions Consulting and Advising:
In this Craft of Consulting podcast episode, I discuss what to do when your clients increase your scope.
Listening Time: 20min.