Expertise, credentials, methodologies, all important, all expected. The catch? None of them explain why a client should choose you over the firm next door.
If you’re in professional services and wondering why you’re blending into the background, here’s the truth: expertise is table stakes. Your personality is the only thing left that sets you apart.
The Same-Same Services Trap
Imagine you’re a CFO looking for financial advice. You Google it. Suddenly you’re staring at 47,000 results that look exactly the same.
Every firm promises deep expertise.
Every team photo looks like a corporate stock shot.
Every about page could have been copy-pasted from the same AI prompt.
How are you supposed to choose? You can’t. Not on what they’re showing you.
What Clients Are Really Buying
We talked to a bunch of professional services buyers recently and asked how they make decisions.
The official answer? “We evaluate capabilities, methodology and relevant experience.” The honest answer? They choose the team that feels right.
Not "demonstrates superior expertise" or "presents the most compelling proposal." Feels right.
Because at the end of the day, these buyers know they're going to spend the next 6-12 months working closely with whoever they choose. And life's too short to work with people you don't actually like.
The Personality Paradox
Here’s the kicker: most professional services firms are led by genuinely interesting people. Smart, opinionated, funny humans with stories worth telling. But their brands? Bland as unsalted crackers.
Somewhere along the way, “professional” started meaning “personality-free.” Firms chose safe over memorable. And spoiler alert: safe is the riskiest strategy of all.
What Likable Looks Like
Likeable doesn’t mean being everyone’s best mate. It means being authentically, confidently yourself. The firms winning right now aren’t trying to appeal to everyone. They’re being distinctly them:
Consultants who call out industry BS in LinkedIn posts
Lawyers who explain complex things in plain English
Accountants who joke about tax codes (and somehow make it work)
HR advisors who admit when traditional approaches suck
They have opinions. They sound like humans. And clients love it.
Three Things That Make Firms Actually Likeable
1. Real voice, not corporate speak
Stop sounding like everyone else. Whether you’re blunt, thoughtful, warm or sharp, own it. Your authentic voice is your competitive edge.
2. Actual opinions about your industry
The most magnetic firms don’t just deliver work. They say what they think. They challenge outdated practices. They stand for something bigger than “getting results.” Sometimes controversial. Always memorable.
3. Human connection over performance metrics
Behind every B2B decision is a person who wants to feel smart and supported. Firms that win aren’t just solving business problems. They’re making their clients feel good about who they chose to work with.
Your Brand Is Your Personality Amplifier
Most firms have personality. They just never show it anywhere that matters. Your brand should be the megaphone for who you actually are.
That means:
Website copy that sounds like you, not a generic template
Proposals that feel personal and thoughtful
Social content that shows your real opinions
Visual identity that captures your energy, not just your logo
When your brand reflects your real personality, prospects already know what you’ll be like to work with before they ever meet you. That’s powerful.
The Business Case for Being Human
Distinctive, likeable firms:
Win more pitches (even against “better qualified” competitors)
Charge premium rates (personality creates preference)
Get more referrals (people recommend firms they like)
Attract better talent (great people want to work somewhere interesting)
Keep clients longer (relationships built on genuine connection stick)
Generic “safe” firms? They compete on price. And they wonder why expertise isn’t enough anymore.
Permission to Be Interesting
The best firms have given themselves permission to be interesting. They’ve figured out that:
Showing personality isn’t unprofessional. It’s strategic.
Having strong opinions isn’t limiting. It’s magnetic.
Being distinctly yourself isn’t risky. It’s the only sustainable advantage left.
Your expertise might open the door, but your personality is what gets you invited back.
The Real Question
Everyone has personality. The only question is whether you’re brave enough to let yours show up in your business.
Because in a world where clients have unlimited options, the firms that feel most human are the ones that win.
Your personality is your brand. Your brand is your business. Make it count.