Quality is a good marketing tool One of the definitions of professionalism is quality performance and service. It's a given. To promote quality as something special is to suggest that it might not normally be part of your practice. Not to supply quality work, however, is to self-destruct as a firm. Assume quality as a basic concept, because it pays off in client relations and repeat business.
Reputation is a platform for marketing.
But nobody embraces an entire consulting firm by reputation alone, as one might buy, say, any Compaq product because the quality of the products is known to be consistent. The only reputation that comes close to selling is a reputation for a specific capability. A firm with a reputation for integrity and skill in human resources work can't depend upon using that reputation to sell its risk management or actuarial abilities. Sustain your reputation, but don't reside in it as a competitive marketing tool. There is also a myth that reputations outlast campaigns.