[catlian]

I have just established a new consultant company with focus on some very specific areas. There is not much background of this company as it is still new, how should I brand my company and introduce it to the clients who always look into the past experience and projects.

[Cyberstar]

It's great that you recognize that your business' brand, how it is positioned and communicated can be vital for its success, especially since, being a start-up firm, it cannot yet offer the same credibility and performance assurance as those with more history.

In retail branding, there are four areas of competitive advantage - price, customer experience, product selection and convenienc. An organization succeeds by choosing one area to excel in (it's cornerstone) while also paying attention to and trying to service the other three. However, that "cornerstone" is what the brand will be centered on and communicated to clients and customers.

The approach for a consulting firm is obviously going to be different, but the point of the above was to emphasize how a brand should be focused.

Try to analyze and determine what yours is. Creating a brand map, which shows how your target client base perceives your business relative to competitors, is a useful tool in figuring this out. This "relative ranking" view may also be helpful in lieu of company background or history. You can then market your services accordingly.

These two links may be helpful:

(1) Brand Map:
How to Make a Perceptual Map | eHow.com

(2) Branding for Small Business
Building a Credible Brand for Your Small Business | Company Activities & Management > Product Management from AllBusiness.com

[markelh]

Branding has a lot to do with keywords that are relevant to your target audience. So, put yourself in their shoes - if they were looking for your services, what would they type into Google? Every company has to start someplace, but though your company is new, I would imagine YOU have relevant experience going back several years? If so, introduce your personal experience and success stories to your potential clients - after all, you are the real product, not your logo or company name. Hope that helps!