David vs Deloitte: How Independent Consultants Win Enterprise Clients Through Standout Brand Messaging
Dec 13, 2024
Every year, 500,000 consultants escape the big firms. That's half a million experts trading PowerPoint prisons for independence. The Australian Financial Review revealed one in three staff members resigned from EY alone in 2023.
Although the size of the global consulting industry recently hit $1 trillion, and is growing at a CAGR of 8%, the big firms are getting nervous – not because of AI, not because of the economy, but because of people like you.
Independent consultants winning major contracts don't have armies of analysts or fancy offices in George Street. They have something better: the guts to ditch the corporate clone act and try something different.
Most still sound exactly the same: 'We leverage strategic frameworks to drive transformational outcomes.' Their websites, their pitches, their LinkedIn posts are one giant game of consulting carbon copy.
But the independent consultants stealing enterprise clients?
They've turned their Goliath-sized competition into an advantage.
They've figured out that in a world where anyone can generate 'professional' content fast (thanks ChatGPT), having a distinct brand message is essential.
Let's talk about how they're doing it.
What is brand messaging?
The consultant's guide to brand messaging is a lot simpler than the 47-page frameworks the Big 4 use.
It's not about mission statements or corporate values that sound like they were generated by an AI committee.
For independent consultants, brand messaging is your battle plan for standing out in a saturated, competitive market. It's how you explain why you're different (and better) than both the big firms and the 499,999 other independent consultants out there.
It's the master narrative that connects everything you say and write.
Three parts matter:
1. Your value proposition (the specific problems you solve, minus the consulting buzzword bingo)
2. Your secret sauce (the unique way you solve problems)
3. Your voice (how you say things differently than everyone else)
Get these right, and suddenly you're not just another 'ex-Big 4 transformation expert' You're the consultant who [specific example/angle].
The stakes have changed
Why should you care about brand messaging?
Ten years ago, sounding corporate was enough.
Add an MBA, throw in some buzzwords about transformation, mention your Big 4 background…deal done. Landing clients was about proving you were ‘professional enough’.
Now? Your potential clients are:
Drowning in pitches from independent consultants (remember those 500,000 escapees?)
Getting bombarded with AI-generated ‘thought leadership’
Struggling to tell real expertise from well-packaged mediocrity
Taking twice as long to make decisions – according to Gartner, 80% to 90% of buyers revisit their decisions with new information
Under pressure to justify every dollar spent.
And the market has shifted too. Although enterprise clients are more open to engaging independent consultants, they’re splitting larger contracts into smaller projects and procurement teams are getting pickier about their supply chain.
The result? Every consultant sounds equally 'professional' so your expertise alone isn't enough. Even if you have 20 years' experience and an impressive corporate exit story.
This is where brand messaging becomes your secret weapon. It bridges the gap between what clients need to know and why you’re the best choice. It has the biggest impact at two stages of the marketing funnel:
Awareness: brand messaging cuts through the noise, making clients notice you instead of scrolling past another generic pitch.
Consideration: when clients are deciding who to trust, clear and compelling messaging makes their choice easy. You’re not just an option, you’re the option.
3 ways independent consultants are breaking the rules (and winning)
After helping a lot of independent consultants with brand messaging and website copy, I’ve seen patterns emerge. The ones landing big contracts know how to play the game in 2024. Instead of following the big firms’ playbook, they’re using their size and agility to create a competitive edge and unique brand story.
Here’s what they’re doing differently and why it works.
1. They’re pre-empting big firm projects
The smartest consultants don’t try to go head-to-head with McKinsey on $10M transformation projects. Instead, they position themselves as the ‘pre-big firm consultant’.
They offer smaller, focused engagements that clients need before they’re ready to commit to a major spend. They solve problems the big guys aren’t even hired for yet, making themselves indispensable.
They diagnose before the big firms do. Think opportunity sizing or cost-benefit analysis for a new strategy.
They align stakeholders. Running workshops to get buy-in before large-scale projects launch.
They pilot solutions. Testing a new strategy in one division before scaling across the business.
Why it works:
Enterprise clients are terrified of wasting money on the wrong initiative. They see independent consultants as low risk, high reward. You’re solving immediate problems without the bureaucracy (or price tag) of the big firms.
Messaging in action:
Here’s where dialled in brand messaging makes the difference. Instead of saying ‘I run workshops’ the independent consultant says:
'I help leadership teams align on complex decisions in just three days, so they can move forward without endless meetings.'
It’s not just what you do, it’s how you communicate the value behind it.
2. They’re using size as a superpower
Mimicking the big firms doesn’t work. Consultants stealing enterprise clients know this. Instead, they turn their independence into a competitive advantage, leaning into speed, focus and accessibility.
Here’s how they’re framing it:
Speed: decisions made in days, not weeks
Expertise: you’ll work with me, not a junior associate
Flexibility: we pivot when you need it, no red tape, no one-size-fits-all approach
Why it works:
Big firms are slow, generic and full of layers. Independent consultants can highlight their difference and how it makes their clients’ lives easier.
Messaging in action:
This isn’t just about being fast or accessible, it’s about framing it as an advantage. Imagine reading this on a consultant’s website:
'We pivot to your business needs without layers of bureaucracy slowing us down.'
It’s clear, memorable and speaks directly to clients’ frustrations with big firms.
3. They’re crystal clear about what makes them different
Too many consultants rely on vague claims like “we deliver results” or “we help businesses transform”. The ones winning these clients have figured out that it’s not just about what you say, it’s about how you say it. They inject personality, tone and a point of view that makes clients stop scrolling and start listening.
Use tone of voice to stand out
B2B doesn’t have to mean beige to beige.
The best consultants know their tone of voice is their secret weapon. Whether it’s bold, approachable or just unapologetically them, they make sure their personality shines through loud and clear.
When you’re starting out, develop a set of brand guidelines (or hire a copywriter to do it for you) that covers how you want the company to sound, the words you do/don’t use and mock up some examples.
Small things like always using a specific greeting or calling your group of clients a specific name can help bring your brand to life and make it memorable.
Forgettable: 'We provide innovative solutions for businesses.'
Unmissable: 'We fix your operations mess and make it look easy.'
Why it works
A sharp tone of voice cuts through the corporate blah-blah-blah and makes you sound like a person (one who gets it). People buy from people. When your messaging has personality, clients remember you…and actually want to work with you.
Make your client the hero in your story
Your clients don’t care about your life story, they care about their challenges. Your value proposition should be outcomes focused and any marketing materials should be too.
Don’t make your about page on your website all about you, your past clients and history without adding what it means for your clients. What does your experience mean you deliver for them?
The best consultants make their messaging client centred instead of ego driven.
Example:
Instead of: 'I left Big 4 to start my own consulting firm,' say:
'As a former Big 4 consultant, I helped ASX-listed companies navigate high stakes decisions. Now, I bring that same expertise to leadership teams like yours, helping you align quickly and act with confidence on your most critical challenges'.
Why it works: It’s not about you, it’s about what you do for them.
Win like David, leave Goliath behind
Big firms are still swinging their size around, but you’ve got the advantage: agility, personality and a value proposition that actually connects. With clear, client focused brand messaging, you can turn their bureaucracy into your opportunity and start winning enterprise clients.
And if your 2025 to-do list includes a new website, it’s time to act.
Now.
Why? Because a site that’s ready to work for you in January doesn’t start with rushed copy in June! Brand storytelling takes time to get right and creative service providers book up fast.
To sweeten the deal, I’ve created a special January Jumpstart package:
$450/£225 off all website copywriting packages if you book by 30 January 2025
SEO tags (worth $600/£300) completely FREE
Only 2 spots left
Email me today to secure your spot: caroline@storycopywriting.co.
