“People don’t buy goods and services. They buy relationships, stories and magic”
- Seth Godin
Most consultants are pretty comfortable telling stories. They'll recall the remarkable the journey they've taken a client on. Or regale you with how they quit corporate life and set out on their own.
And yet most consulting firms struggle to tell their own story.
Their websites are chaotic and confusing.
Their pitch decks over-complicate and over-elaborate.
Their leaders each give their own, customised pitch.
The impact of this messaging muddle isn’t minor, either. We’re talking fewer enquiries, fewer tender invitations, fewer wins.
And all because the story isn't clear and captivating.
The seven brand story holes
In a recent analysis of 100 websites of UK-based consulting & coaching firms, we found some pretty consistent gaps in their brand story.
The kind of holes that leave you scratching your head in confusion, or tearing your hair out in frustration.
Here they are - the seven brand story holes:
#1: The audience hole 🕳️
Most consulting brands make themselves the hero of the story. They wax lyrical about what they do, how great they are. The audience? They barely get a mention. It leaves them wondering: “Is this really for me?”
The filler? Be clear on your positioning – know the answer to the question: “Who are we really here for?” Because without that clarity, you’ll continue to lose people down the audience hole.
#2: The pain point hole 🕳️
Most consulting brands give all the airtime to their services, with little real estate to the pain their audience feels, the problems that they have. It can leave even the most purchase-ready prospects asking: “Do I really need this?”
The filler? Fall in love with the problem – what it is, where it shows up, and why it persists. Help your audience see their situation more clearly than they have before. Only then can they appreciate the value of your solution.
#3: The category hole 🕳️
Too many consulting brands have a category problem. They either dodge it altogether (by saying nothing) or come up with some newfangled label (“we're a transformation enabler”) that raises more questions than answers. It can leave the audience wondering: “Am I in the right place?”
The filler? Stop ducking the category question – or pretending you can create a new one. Find the most relevant (existing) category for your business, and adopt it. Your audience will thank you for it.
#4: The specificity hole 🕳️
Specificity is kryptonite for many consulting brands. It feel reductionist (“we’re about so much more”) and exposing (“you promised X would happen if we did Y”). It also requires buy-in, in a way that generic buzzwords don’t. The result? Brands that frame what they do in broad and vague terms, ape the meaningless jargon of their peers...and sound just like everyone else.
The filler? Have the courage to be specific – about your audience, your expertise, and the impact you have. Because being vague will only drive prospects into the arms of your specific competitors.
#5: The methodology hole 🕳️
Differentiation is tough in the consulting world. The categories are often broad (i.e. “change management”), the audiences difficult to define (i.e. “leaders of fast-growing businesses). The trick so many brands miss is the power of an ownable methodology – the secret sauce that answers the question: “What’s different about these guys?”
The filler? Do the hard work of defining a unique methodology and bringing it to life. Make it something your audience will remember when it comes to making their choice.
#6: The humanity hole 🕳️
Expert brands prefer to play it safe – and that often means playing it not-very-human. The absence of real people in photography, or testimonials with a real name. The general tone of voice that feels cold and corporate. It can leave the human audience wondering: “What kind of people are they?”
The filler? Reach into the core of your business – your people and the clients they serve – and find ways of bringing their humanity into your brand story.
#7: The impact hole 🕳️
The promise has been made of what the consultancy can do. The services have been outlined. The logo wall is on display. And yet too many consulting brands fail to show the pudding – the proof that they solved the problem, and made a real impact. And it leaves the whole story...unresolved.
The filler? Don't just make a promise of what willl change – show where you've fulfilled it. It will answer one of the most pressing questions your audience has: “Can I trust you to deliver?”
Finding a winning story
The cause of the holes? We can blame the ‘bottle effect’ (it’s hard to read the label from the inside). Or the ‘curse of knowledge’ (where we forget that others don’t know what we know). Or even ‘complexity bias’ (where we assume the more complex we make something, the smarter it appears).
Whatever the cause, it doesn’t have to be this way.
Your consulting brand can tell a powerful story – one your audience gets drawn into. A story guided by powerful insight and a clear strategy. A story that leaves your audience certain that you are the one they want.
But it starts with acknowledging that – right now at least – there might just be a few holes to fill.
