“Our Ideal Client Filter method closed well over six figures in new consultancy fees last quarter, yet 78 % of those deals still began with me reaching out, not the other way around.”

That stat stopped me mid-celebration.

The method work; clients buy it because it predictably lands work without gut-churning feast-or-famine cycles. But I could see the ceiling: the model scales linearly with my outbound energy.

Then a long-term client said,

“We love the system, can you also show us how to build the kind of personal brand that pulls deals in?”

That was the light-bulb moment I needed. I’d been visible: with a weekly newsletter, 1-3 LinkedIn posts, and monthly webinars, but not magnetic. The assets existed; the amplifier was missing.

A quick personal audit

What’s humming

• Growing a LinkedIn network full of ideal‑fit consultancy owners

• Weekly email & blog (business + personal angles)

• Weekly LinkedIn newsletter

• Posting on LinkedIn 1–3× a week

• Monthly webinars

• Running the Consultancy Growth Club & a weekly community call

• Speaking 1‑to‑1 with consultancy owners every week

What’s missing

• Video – the fastest trust multiplier

• Zero presence on YouTube, Instagram, or TikTok

• No podcast (yet)

So for the next 12 weeks, I’m turning myself into a test lab. I’ll layer personal‑brand tactics on top of the Ideal Client Filter, measure what actually amplifies pipeline, and send you the playbook issue by issue so you can bolt it onto your own consultancy without guesswork.

Brand principle: Two gears, one engine

Personal vs business brand

• Business brand = the consultancy’s promise, positioning and proof.

• Personal brand = the founder’s voice, values and story, portable trust that fuels every proposal, keynote and DM.

Why you need both

1. Faster trust — your face disarms scepticism; the firm converts that warmth into revenue.

2. De-commoditisation — competitors can replicate services, never you.

3. Future optionality — personal brand drives speaking, partnerships and talent. Business brand lets y ou expand or exit beyond yourself.

Why consultancy owners often skip it

There are three main reasons and I’ve experience them all. I’m sure you’ll recognise them. Time Poverty - you're so busy in the day-to-day you don’t have time for building a personal brand. Logo-shield syndrome with that healthy introversion or imposter syndrome gnawing away, you feel “safer behind the brand”. Fear of turning the volume up to 11, all those personal branding gurus just come across as too shouty and that’s not your style.

To overcome these blockers, set your intention and then take a small step.

Authenticity amplification. Where to set the volume-dial

The volume dial has a range from 0 = silent lurker to 10 = Gary-Vaynerchuk-on-espresso. Most consultants sit in the 2-4 range. Sustainable growth is nudging to 5-6. Still you, just audible to your ideal audience over all the background noise.

Choose your role model

It’s always good to have someone to model. Here’s a few better-known examples. 

• Richard Branson - trust-first storytelling before social media.

• Brené Brown - calm vulnerability scaled to millions.

• Justin Welsh - one thoughtful LinkedIn post a day, no shouting.

Find someone you can relate to and who encapsulates your style. You’re not aiming to copy them, just get inspiration. You’re looking for authenticity that gives you the confidence to lean into the best version of yourself.

Playbook step: Your 100-word origin story

This week I’m going to give you a micro-challenge (that I’m setting for myself too): Write 100 words answering “Why did I start this consultancy?” then post it on LinkedIn and tag me.

1. Hook (25 words): the moment you spotted the gap.

2. Turning point (50 words): decision + toughest obstacle.

3. Outcome (25 words): the result clients now enjoy.

I’ll amplify a handful on Friday. This tiny storytelling rep is the warm-up before we tackle video next.

Your next steps 

These are what to tackle when you've written your origin story.

Step 1: Comment on three industry posts next week to train your voice and get a sense of what others are doing.

Step 2: Record a 2-min selfie video of that 100-word story; post it on LinkedIn.

Step 3: Elaborate on your story in a blog post or LinkedIn article and share it with your network.

These three small steps will help you overcome the blockers and actively start shaping your personal brand in the market.

Over to you...

Where’s your personal-brand Volume Dial today, and what notch feels right to turn it to next?

Hit reply with your number (and the blocker). I’ll share the anonymous average, plus one tactic to raise it, next week.