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Branding can be at different levels. You can have a corporate branding strategy for your firm which will cover all services under one umbrella. If a strategic decision is taken, branding can be done for a group of services or one particular service line. All of them have their advantages and disadvantages and the decision on branding strategy should be taken keeping in mind the long term strategy of the firm.

Let us see some of the advantages and disadvantages that go with corporate level branding in consulting. In the consulting business, there are numerous firms which claim that they can increase business profits in no-time without any basis to their claims. Again, there are firms which have proven credentials. Now, it is a difficult choice to make as to which firm will deliver value. If your consulting firm has a recognized corporate brand it will answer questions on trustworthiness and legitimacy. If you opt for corporate branding it is suggested that you limit your service lines so that you can deliver maximum value to customers. McKinsey is known for strategic consulting. If you can offer a wider range of consulting services under one umbrella and do it well, corporate branding strategy will work for your firm.

Service group branding may work well if your firm is large and offers a host of services. Branding a group of services under one brand will give visibility to that particular group of services. When people talk about Chevrolet, they are referring to a brand from General Motors. Chevrolet has different cars under its umbrella and this is what group branding is all about. If your firm can create a brand for a particular group of services then services falling under that brand can have their own identity. The disadvantage of Service group branding can be the masking of other important services which are offered by your firm. People may start associating your firm with the service group brand. You need to be a careful if you are planning a service group brand.

Consulting can be offered under single group brands. The Walkman created by Sony is a niche product which has become so famous that the name has become synonymous with any other similar product in the market. When people talk about the Walkman today they do not really associate it with Sony. This can be one of the best examples of single group branding. Companies nowadays are refraining from using single brands because too much effort may go into focusing on one line of service while others may be neglected. If your firm wants to put more focus on one line of business then single group brands may work.

Branding is a strategic decision which needs to be taken in the higher echelons of the corporate structure. Branding of consulting service depends on the size of your firm and the lines of services that you intend to offer.

I am a management graduate from India and interested in writing on management topics. My work experience spreads across 5 years in the Indian software outsourcing industry. My writings will focus on acquisitions and other management subjects. I will also post topics related to sales and marketing of software services and products. Please keep reading and posting your feedbacks.