Be the firm clients come to.
A premium position means they look for you. A reputation you cannot see is only a story.
We got business because of our reputation. I said that for years, and it was partly true. We also had a way of positioning the firm. What I did not have was a picture of whether that position was still pulling the next client in, or whether we were living off work we had already done.
Premium is not a louder claim. It is the discipline of being the specific firm a certain client already wants, and of knowing whether that is still true.
The positioning method is Beacon. Beacon