top of page
  • Writer's pictureEwelina Kajak

Going solo or launching a boutique firm? Key questions you must answer to build your brand

Launch solo or boutique firm

Many lawyers, accountants and consultants start their own firm, especially at the beginning of a new year. The idea of being your own boss and working directly with a variety of clients on your own terms is appealing and exciting. However, professional services providers often struggle with communicating their firm’s positioning and what their brand represents.

There are some fundamental questions to ask when preparing to launch a new professional services business. The answers to these will determine the direction of your voice and messaging and will serve as foundational elements from which to develop your brand. Marketing and branding are a first step to establishing professionalism and credibility, and it’s important to get it right.

WHO ARE YOU HELPING? First of all, you need to understand who your ideal clients are to determine how to best position your firm to reach your audience based on what matters most to them in their daily lives and in their selection process.

  • Who are your target clients/your audience and their personas? Are you working with in-house counsel, business owners/executives, individuals?

  • How will your clients find you for this type of work and what is their initial interest/issue/pain point? What problem are you helping to solve?

  • Is there an industry slant to your services or specific niche of clients you can highlight?

  • What is most valued by clients about the type of work/service you provide?


You also need to define your services specifically so that potential clients know your areas of expertise and can come to you with that type of work. Beyond the services, convey what it is you stand for and the value that you bring to the relationship.

  • How does your past experience play into what you are doing now?

  • What are the specific services you will be offering?

  • How do you want to be perceived? What do you want people to think about you and your philosophy on delivering services?

  • Are there specific words, ideas or images you want associated with your firm/brand and why?


With so many other firms and professionals out there, you need to find a way to stand out and pinpoint the qualities that make you the best option so you don't sound like everyone else.

  • What is your unique offering/differentiator/style? What are your strengths?

  • Who is your competition? How are you different and what do you bring to the table for the client that would make them hire you over a firm/competitor?

  • Do you have special client stories you can tell (testimonials or case studies) to provide credibility?

I help professional services providers develop and amplify their brand. Are you or someone you know going solo? Let’s talk!

Ewelina Kajak

Founder | Brand Storyteller | Marketing Strategist

PTOWN Communications LLC




bottom of page