Do you know what a great sign of a really strong brand is? When others in the marketplace tell the story of your brand for you. Here’s another fun client anecdote that illustrates a second important advantage of having a powerful, clear brand:

I recently was asked to attend a company meeting of one my rock star clients, The Steve Trautman Co. (STC). This Seattle-based consulting firm is today’s leading expert in knowledge transfer and serves a blue-chip client list—such as Boeing, Nike, Microsoft, Goodyear, U.S. Steel, Aetna and more—with global solutions in knowledge transfer. HeLT had led STC through a rebranding just over three years ago and has since served as their brand manager. The gathering I attended included the company’s employees and contractors, plus a new strategic partner whom I hadn’t met. This new partner—Kathy Hagen of K L Hagen Intellectual Capital Strategies—would soon begin helping STC with some account management and sales. The interesting thing is that Kathy is, by all extents, a Steve Trautman competitor. … Learn More…