Brand Consulting: Role of Brand Consultancies 

The branding process is never linear. With competition, changing market demands, and limited resources, many brands need help to stay afloat. Startups have a 90% failure rate within two to five years of operation.

Fret not! Whether you're an emerging or an established company, brand consulting can level your game. It's all about becoming a stronger, more attractive brand that stands out in a crowd.

If you're wondering how to kick things off, you're lucky! We have compiled a beginner-friendly guide about brand consulting to help you find the right partner.

Brand consultancies anticipate challenges and errors, resulting in creative and innovative solutions. Of course, much of this process hinges on the skills of the brand consultant in charge.

Brand consultants wear many hats, so their roles need to fit a definition. Due to branding's complexity, they must be adept at market research and analysis, identifying customer behavior and industry patterns essential in shaping a brand identity.

They are also brand strategists, carefully defining and crafting a brand's positioning strategy and key messaging. They are highly collaborative, working across different departments and engaging with customers or clients. Compared to a brand manager role, consultants are focused on planning and strategizing rather than implementing.

While you may have a brand strategist and a brand manager within your organization, you can still benefit from the guidance of a third-party brand consultancy. They can bring diverse insights and experiences to strengthen your brand.

Here are some advantages you may want to take advantage of.

Improved Brand Perception and Reputation

Consistency is critical to building a positive brand perception and reputation. A dedicated consultant can give you an unbiased view of your brand status and keep your finger on the market's pulse. As brand strategists, they assess and develop strategies that will improve your image and strengthen your brand.

Strategic Positioning for Market Differentiation

A brand consultant can help you determine your brand's strengths and unique features, which you can leverage to entice consumers. The consultant will also conduct thorough audience research and use competitive analysis to aid in defining your brand identity and strategy development.

Additionally, a brand consultant ensures you avoid common pitfalls in positioning your brand, like ignoring your audience, lack of competitive research, and inconsistencies. They provide messaging aligned with your brand values and understood by your internal team.

Enhanced Customer Loyalty

A competent brand consultant understands the value of trust in establishing a lasting relationship with clients. By figuring out customers' expectations and needs, they can create exciting campaigns that address them. Enrichment initiatives like loyalty programs and other rewards can encourage customers to return instead of trying new competitors.

Step 1: Brand Audit and Analysis

Brand consulting begins with determining the brand's status through brand audit and analysis. At this stage, brand consultants complete an assessment of a brand's mission, goals, values, and identity. They examine what people think about a brand and how it compares to competitors.

These help assess growth opportunities and enhance weak points in existing strategies. Ultimately, a brand audit and analysis also keep you abreast of your brand health.

Step 2: Defining the Brand’s Purpose and Mission

The next step is for the brand consultant to dig deep and define the brand's purpose and mission.

The brand purpose is the reason a business exists besides making profits. For instance, the home and lifestyle brand IKEA aims "to create a better everyday life for people." The brand mission is a manifesto of what it promises to deliver to customers and how it will do it. A good example is TED, whose mission is to "spread ideas that spark conversation, deepen understanding, and drive meaningful change."

Together, they become the guiding force that helps business owners, brand managers, and other stakeholders make decisions consistent with the brand's goals and values.  

Step 3: Develop a Brand Voice and Shaping Brand Identity

The brand identity is a culmination of elements that set your brand apart. It is distinct and influential in conveying the intended perception you want your audience to have of your brand.

With this in mind, a brand consultant oversees the design of your brand look, including the logo, typography, images, graphic illustrations, etc. Another vital element is the brand voice, which, according to the branding glossary, refers to the tone and language used to communicate ideas and messages effectively.

For example, Harley Davidson often implies a rugged, rebellious, and strong identity. Its brand voice is bold, confident, and aggressive to match this image.

The brand voice is crucial in shaping the brand identity. It humanizes your brand by injecting a personality unique to you. Your brand becomes recognizable and relatable. 

Step 4: Writing the Brand Story

Creative brand stories are powerful tools that can deepen the emotional bond between a business and its customers. They can center on brand values and revolve around consumers and their challenges. This premise directs the story, breathing life into a character your audience can relate to.

Step 5: Implementing the Brand Strategy

Now, it's time to develop a brand strategy and implement it!

Planning is crucial at this stage. This means developing plans according to your brand's vision and short and long-term goals. Ensure that you have the right team on the ground and ample resources to realize these goals.

Step 6: Monitoring Results

Finally, assess results according to your metrics or key performance indicators (KPIs). Employ tools to measure quantitative results, like sales monitoring, conversion rates, Google analytics, and surveys. Qualitative data can be gathered via customer feedback online and in-store

Brand Intelligence

Building your brand intelligence is critical to understanding your customers. Market research unearths precious data on customer behavior, interests, expectations, feelings, and ideas associated with your brand.

Consequently, you become adept at predicting trends vital to developing innovative solutions. Brand intelligence also provides insights into competitors' performance, economic data, and industry trends. Brand consultants may integrate AI and machine learning within your system for real-time data and better collaboration.

Brand Identity Consulting

Creating a unique identity can be tricky, especially in a saturated market. With the help of a consultant, you can craft an image that best reflects your brand and resonates with your audience. 

Brand identity consulting may include developing an authentic story, designing visual branding like timeless logos, and ensuring style consistency. Brand consultants can help build brands’ cultures and implement brand strategies successfully. 

Rebranding 

Creating a unique identity can be tricky, especially in a saturated market. With the help of a consultant, you can craft an image that best reflects your brand and resonates with your audience. 

Brand identity consulting may include:

• Developing an authentic brand story.
• Designing your visual branding like timeless logos.
• Ensuring style consistency.

Brand consultants can help build brands' cultures and implement brand strategies successfully.

Digital Branding

Brands with digital initiatives are likelier to reach and engage with their audiences effectively without paying a hefty price tag. However, it takes a carefully strategized campaign to reap the benefits of digital branding.

Digital branding can be as comprehensive as your business requires. It entails implementing search engine optimization (SEO), establishing and developing your social media presence, building a reliable website platform, and managing your digital channels. Digital branding also involves content marketing and paid ads. 

With a growing digital-first market, many businesses are investing in digital branding. The market is projected to reach over $700 billion by 2028.

Brand Crisis Management

Brand crisis management protects your brand reputation and deters theft and other potential threats before they can cause irreversible damage to your business. Setting up a brand crisis management system involves creating a crisis team responsible for real-time interventions and monitoring. In addition, brands must have an effective feedback loop in place. But listen to your customers and take action.

Remember that no one, including experienced brands, is immune to cybercrime, PR crises, and other vulnerable situations. A business owner or brand manager should prepare to lessen threats shortly. 

Choosing the right partner is crucial to helping you become a brand of success. Below are things you should consider before making a decision.

Branding Services

Brand consulting agencies may vary depending on the services they offer. Some may have full-service packages, while others may specialize in certain services. That said, assess what you need according to your goals and services and see which branding services you can avail yourself of.

Budget

While hiring the best brand consultancy is ideal, not everyone can afford it. That said, setting a budget that reflects a realistic investment for your brand is crucial. Often, brand consultants have packages based on the scope of work, team size, and project duration. So, research and compare potential agencies that fit within your budget.

Track Record and ROI

As a client, do your due diligence and research the achievements of your potential brand consultancy. Check for awards and other industry recognition. Look into case studies to assess campaign results like increased sales, market reach, and return on investment. They should also be experts in your industry and have a diverse portfolio that aligns with your brand.

Client Testimonials

First-hand feedback from past clients is one of the most reliable sources for gauging a brand consultant's reliability. Check online reviews, contact past clients, and ask other industry experts about their experiences with the consultancy.

Cultural Fit

Finding a brand consultant who's a cultural fit with your brand can be vital to the success of your collaboration. Start by checking if they share your company's mission and vision. Do they have the same work approach and ethics? Ensuring cultural fit can lessen the likelihood of misalignment, low productivity, and unhappy employees.

Ready to become an iconic brand? Work with our brand strategy studio and let your business take flight!