There are many successful professional services firms that have been built on reputations made with a single name-brand client or a well-known case study. But if you systematically seek out high profile clients and invest in producing dramatic results that can be widely shared, that’s a great brand building strategy.
Of course, everyone wants prestigious clients and great results. But surprisingly few firms do the planning and investment to turn that desire into reality.
For example, a firm may land a high-profile client, but if their contract prevents them from promoting their work a brand building opportunity is lost. Or similarly a firm may focus on staying within scope rather than investing in the engagement to produce exceptional results. If you make results a deliberate brand building strategy those mistakes are less likely.