Many firms have experts, but few of them go on to become well known and influential with their target client group. We call these professionals Visible Experts. By deliberately developing one or more of these high-profile experts, a firm can dramatically increase the power of its brand. In fact, in our research into these experts and purchasers of their services, 61.5% of respondents said that Visible Experts help to build their firms’ brands. How?
The strength of a Visible Expert’s personal brand transfers to the entire firm by virtue of a psychological principle called the “halo effect”. In the same way as a university becomes more prestigious when it has a Nobel Prize winning faculty member, so too a professional services firm benefits by having a nationally known, high-profile expert on its team.