What Are You Known For?

One of the questions I ask every practice is, "What do you want to be known for?"

It's usually followed by a pause.

Most practices can explain what they do. That's the easy part.

What they're known for is often much less clear.

I've found there's an important difference between the two.

Clients don't remember every project you've completed. Over time, they remember patterns. They associate practices with certain types of work, particular clients or a way of thinking.

The problem is that those patterns don't always happen by design.

Sometimes they're shaped by years of saying yes to whatever came through the door.

This is why I think positioning matters so much.

It's about making conscious decisions about the reputation you're building, the work you want more of and, just as importantly, the work you don't.

Being known for something isn't limiting.

In my experience, it's what gives clients a reason to remember you in the first place.

Talk soon,

B