Building a practice into a brand

In their book "Tested in the Trenches," authors Rob Carson and Steve Sanduski outline how to build your practice into a brand. The authors cite anthropologist Robin Dunbar who found people are capable of building meaningful relationships with about 150 people.

To build relationships with those key 150 people, set specific goals. Focus your brand by using concrete terms to describe your vision and values, and the value you provide to your clients. Convey your vision to your staff as well as your clients. Analyze the core values that define your business. The value you deliver to clients is based on service and results, but also the relationship you build with them; true value providers know their clients well enough to contact them about what they should be doing with their portfolios before they realize they have a need, the authors say.

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