In a world where people make connections off of emotion, it is important to grasp the concept of personal branding. The reality is that clients rarely make a personal connection with a brand — they usually make that connection with a person. Understanding how to use this to your advantage will help make a difference in the way potential clients view your business.
Understand WHY: Proving expertise in your field demonstrates the flexibility you have while promoting your business. If you have a group of employees that can each find a niche of their own it will help you reach a larger variety of potential clients. For instance, a financial firm should have investment advisors focused in different categories, such as investment planning for university professors, athletes, or real estate investors. Your team will be speaking a common language with clients.
Read more on how to promote personal branding and the importance of connecting with your clients here: http://www.bizjournals.com/bizjournals/how-to/marketing/2014/08/3-ways-to-leverage-employee-personal-branding.html?page=2