As brand consultants, we help our clients articulate their branding strategy at the highest level based on brand insights directly from their consumers and/or customers. Iconic brands don’t just pop into existence.
First, we should establish that brands and branding strategy are much more than logos. It can be tempting to start there, but the reality is that those should reflect your corporate positioning relative to your consumers’ perspective, not drive it. That’s why it’s so important to start at the beginning.
Formulating your strategy starts way back with why your company and products are there in the first place. What problems are they solving, what opportunities are they creating, and how are you representing them in the marketplace?
Role of the Brand Consultant
Brand consultants generate and/or leverage insights based on the current situation, business plans, competitive analysis, internal research, and consumer research to inform the creation (or re-creation) of a brand. This includes everything from the core mission of the organization to the personality, look, and feel of the brand identity.
Because a brand is so much more than a logo, determining the optimal branding strategy nearly always involves multiple meetings, from executive and managerial interviews to collaborative brainstorming sessions. Pulling all that together with general and specific consumer research can give your brand a much more strategic starting point, with greater potential to thrive in the hearts and minds of your customers.