N is for Name

If you want to attract high-value clients, your name must become synonymous with your expertise. It’s not just what you do—it’s what your name represents when others think of you. Your name is your most valuable asset for standing out in a crowded industry. It’s the first thing that comes to mind when people need a solution, seek guidance, or search for trusted advice.

In many ways, your reputation becomes a megaphone, amplifying your expertise without you having to say a word. But how do you build a reputation that resonates and drives business growth?

Your name can be the foundation of sustainable growth, authentic connections, and meaningful opportunities. A builds a strong reputation which clearly communicates what you do, who you help, and why people should trust you.

What’s Kn.o.wn stand for again??

You may have heard me refer to the Kn.o.wn framework, I developed this when I was creating a series of talks about increasing thought leadership and industry expertise to leverage your business growth. It's simple yet effective. And in a quirky twist, it has MY name in the middle of it. (N.O are also my initials)

So what has this all got to do with N for Name?

K - Master Your Knowledge:

Establish yourself as an expert by refining your insights and creating content that attracts ideal clients. Clients and peers will associate your name with solutions and trust.

N -Strengthen Your Name:

Your public presence and messaging will reflect your expertise clearly. Your name becomes recognisable for delivering impactful results.

O - Seize Opportunities:

Identify key speaking, content, and collaboration opportunities to increase visibility. These efforts reinforce your authority and elevate your standing.

W- What you offer:

Package your expertise into solutions that meet client needs. This builds trust and positions you as a go-to provider.

N- Build a Powerful Network:

Leverage a values-aligned network to expand your influence. Connections with trusted collaborators amplify your reputation.

We'll take a high level view of some of these aspects below.

My Story: Attaching Your Name to the Right People and Businesses

Your reputation isn’t just shaped by your actions—it’s also influenced by who and what you associate with. Collaborating with individuals and businesses that align with your values strengthens your reputation organically.

Equally important, how do you decide which collaborations to attach your name to—and which ones to avoid? Attaching your name to the wrong partner can dilute your brand and weaken trust.

I shared this story in a recent post, maybe you've done something similar? Several years ago, I followed a woman whose business journey inspired me, but after collaborating with influential leaders, her messaging shifted to aggressive, high-ticket sales that felt misaligned with her values. Despite her apology, the disconnect damaged her reputation, showing how crucial it is to align partnerships with your core mission and voice.

More recently, I was approached by a complementary business, and asked to partner with them, I admit, I was flattered by the invitation. One of my clients needed their services, so I confidently recommended them, mistakingly without thoroughly checking their recent client reviews. In my conversations with this new partner, they seemed credible and professional, however their work was low quality and their erratic behaviour completely disrupted the project. When the client gave me this feedback I tried to help alleviate the situation but it was too late and the contract was cancelled prematurely. This taught me a hard but valuable lesson about the importance of due diligence in partnerships.

Takeaway:

Carefully vetting collaborators protects your name and ensures you work with partners who reflect your values. Reputation is built over time but can be damaged quickly when you align with the wrong people.

Pro Tip:

Before attaching your name to a partner or collaborator:

• Review their client feedback and track record.
• Have candid conversations about their values and approach.
• Start with small collaborations to test alignment before making larger commitments.

A careful approach ensures your reputation stays intact and grows through relationships built on trust and alignment.

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Five Aligned Collaboration Checks to Protect Your Name

Identify Your Core Values and Mission

List 3-5 values that guide your decisions (e.g., integrity, innovation, sustainability). Ensure these align with your mission and vision so you know what to look for in partners.

Observe Their Business Practices

Look beyond marketing language—check reviews, employee testimonials, and past initiatives. Make sure their actions align with their stated values.

Start with Small Collaborations

Co-host an event or run a joint campaign to test alignment. This helps you assess chemistry before committing to a long-term partnership.

Trust Your Intuition and Spot Red Flags

Pay attention to inconsistencies between their words and actions. If something feels off, reconsider moving forward. This is more important than you realise!

Ask Key Alignment Questions Early

Examples: What values guide your business decisions? How do you ensure partnerships reflect your mission? What clients are you working with right now who reflect your best work? Who are your ideal clients?

When seeking values-aligned partners, ensure their actions reflect your shared mission and values, test alignment through small collaborations, and ask thoughtful questions early to protect your reputation and build trust-based relationships. Remember it's your name being attached to theirs.

Visuals play a crucial role in making your name recognisable and establishing a sense of trustworthiness, reinforcing your reputation. Consistent branding—through aligned profile photos, banners, and colours across all platforms—creates familiarity, builds credibility, and ensures your audience perceives you as reliable and professional.

Bonus LinkedIn Tip: ?

Use the "Featured" section to showcase articles, case studies, or media that highlight your expertise and align with your brand identity.

Additionally, link back to key pages on your website, ensuring that the social icons and visuals on your site match your brand’s colours, tone, and messaging—creating a seamless, recognisable connection between your LinkedIn profile and online presence.

I often tell my clients, work in threes, three featured formats in a row, e.g. three links to website, three articles or three images. If you make these adjustments to your featured section, I'd love to see it, let me know.

Ready to Build Your Name and Reputation with KNOWN?

The next cohort starts soon—make sure your name is on the list. Let’s get you known, trusted, and sought after in your industry!

By the end of the KNOWN programme, your name will not just represent what you do—it will represent the trust, solutions, and value you bring to the table. The combination of mastering your knowledge, refining your message, leveraging opportunities, crafting high-value offers, and building a strong network will position you as a recognised leader in your industry.

Here's more details, click the "Keep me in the know" button to keep informed of the next cohort start date.

If you want to continue receiving tips and strategies to elevate your visibility, make sure to subscribe to this LinkedIn newsletter by clicking the subscribe button at the top! Thanks for reading right to the end, I appreciate your time, let me know in the comments if this has been helpful!