What is more important, your firm’s unique value proposition, your company’s brand or your personal relationships?

Almost all consulting firms differentiate themselves by stating their specific value proposition. In competitive sales situations, can that value prop trump a rival’s existing relationships, or overcome a stronger brand name? I have heard numerous stories of how excellence triumphed over incumbency or trademark. However, I think relationships and brands more frequently push even outstanding messages aside, and generally win the day.

A value prop is nothing to ignore, since a weak message may put you at a serious disadvantage. A consultant with deep relationships or strong brand backing may still lose and RFP, if they cannot articulate a believable value prop. This is a fairly low hurdle to clear, though, with the right relationships and the right brand.

On the other hand, a compelling message and a clear demonstration of business value may open new doors. Marketing your differentiator in the right places will help build needed relationships, and may even lead to a strong brand presence. In addition, a unique proposition creates confidence, and makes conversations and presentations that much easier.

I conclude that a strong brand message is essential, even though it may come in third in importance behind relationships and brand. Ignoring this fact puts you further back as a challenger, and weakens your position as an incumbent.

Here is an article about creating a strong value prop that you may find helpful as you think about your evolving brand message:

http://www.equiteq.co.uk/equiteq/documents/Consulting_Sales_Growth_White_Paper.pdf