You are entering the large and expanding market of business or personal consulting. Thousands of businesses have gone before you and established their brands. How can your business clearly identify and differentiate itself in a crowded marketplace? By smart advertising and publicity. You can't depend on word-of-mouth advertising to do it. You must be proactive. This chapter outlines how successful consulting businesses have made names for themselves, then promoted those names to build business with proven techniques. You can do it.