LRI president Phil Wilson is quoted extensively in the latest edition
HR Magazine from The Society for Human Resource Management (SHRM). “Phil Wilson says his consulting firm, LRI Consulting Services, has an aspirational aspect designed to impress potential clients. However, the aspirational aspect of a brand message must be authentic, because clients will eventually, sometimes immediately, poke through the veil if the brand is not congruent with the business, he says. An example is when a small firm pretends to be big. That is a ploy clients see through quickly, costing the company credibility, he says. Consistency is as important as quality, Wilson says. If a company is true to its brand and consistent in the delivery of what the brand represents, it will not be necessary to outspend or outclass the competition. The company will gravitate to a client base that fits the firms expertise, skills and abilities, he says.”
Building a Consulting Firm’s Brand By Lin Grensing-Pophal (registration required)
