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Listening Time:

47 min

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.


Shuanice Hawkins

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Episode Details

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:

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