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Branding for the Independent Consultant: Basic to Advanced

With a growing contingency of evaluators consulting in the gig economy, questions have shifted from “Should I?” to “How do I?” This chapter provides tips and strategies for branding your business as an independent consultant. Branding has become increasingly important for independent consultants, as a way to tell the world who you are and the unique value you offer. For new consultants, branding is a means for potential clients to find and remember you, and for you to showcase your skills and competencies. For established consultants or businesses, branding can be a catalyst to land bigger (as in, higher profile or larger) and better (as in, more lucrative, connected, or longer‐term) clients. This chapter delves into three hypothetical case studies of evaluation consultants, Jason, Siobhan, and Anuj, to provide insight into how branding, and different levels of branding, can help them attract the types of clients they desire. Examples of exemplar branding from established evaluation companies are also shared throughout the chapter.