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Brand Consistency: Delivering Experience As Well As Services

In: Value-Based Consulting

Author

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  • Fiona Czerniawska

Abstract

Seeing things from the client’s perspective, brand is a substitute for accreditation. It’s what clients turn to for reassurance that the consultants they’re hiring will at least ‘make the grade’. The more standard the project, the less important brand will be as part of the purchase equation (which is why the brands of auditing companies are significantly less well developed than those of consulting firms). The more innovative and individualistic it is, the more important brand is. Why? Because a firm that undertakes standardised work — by which I mean projects governed by a formalised methodology — can: Train (and accredit) their own consultants in the methodology; Acquire accreditation from an outside supplier (for example, a software house); Demonstrate a track record of similar work to prove their credentials.

Suggested Citation

  • Fiona Czerniawska, 2002. "Brand Consistency: Delivering Experience As Well As Services," Palgrave Macmillan Books, in: Value-Based Consulting, chapter 4, pages 44-53, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50198-0_4
    DOI: 10.1057/9780230501980_4
    as

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