Brand Consultants – The secret ingredient for a successful business

by in Brand consultant, Branding, Brands 

Brand consultants

 

Ever thought about how your business is surviving without a Brand consultant?

No?

Well you better give serious thought to it now about how.

Do you know that the presence of these Brand consultants could make your product’s life and their absence could just smother it before it even starts taking its baby steps?

And it does not matter whether your business is in Bangalore or in Strasbourg or even in some random village.

Competition exists everywhere.

Your business needs them.

But firstly, get to know them.

 


So really, what does Brand Consultant mean?

Simply put, they are the ones you consult about your trademark image and they could be an individual or even an organization.

Their role is to put the brand under scrutiny and analyze its impact on the target audience.

What does this analysis involve?

  • In depth evaluation of the brand identity.
  • Its current and past performance.
  • The marketing and advertising strategies in current use.

Hard core figures and facts are what these Brand consultants look for and talks in terms of, while offering expert recommendations and insights on how their client could revive or power up the image of their products and services.

This kind of a well researched and number based decision making methodologies enhance that aura of power for your trade to increase sales and to gain a strong foothold over the competition.

P(x) Belief in Brand Consultant

Sometimes, certain ad agencies like P(x) extend their roles into brand consultancy to give a better value and increased returns to their clients.

In such a case, the beauty of advertising works in synchrony with the brains of brand consulting to create a truly remarkable, ‘beauty with brains’ kind of an impact on the target consumers.


Understanding what Brand Consultants do

Suppose you are wearing a dress to a party where everyone is supposed to look really great. You go over to your best friend, the chummy Brand consultant and ask them,
 
‘Hi, how am I looking?’

Indian-Party-Wear-Saree

Your ‘friend’ can then take a look at the crowd and then at you, and tell you how you could maybe put on some make up or change your hairstyle to be more in sync with the current fashion.

5 out of every 5 popular people are doing this.
 

They will further suggest what kind of unique makeup and hair style you could use to further differentiate you from just about any popular person which would truly make you stand out from the rest, in a nice way of course.

They may also suggest you the kind of parties you must go to, to increase your visibility and thus your popularity, what all activities you must take part in and they may go a step further by helping you fulfill all these tasks.

This analogy could be seen as simply as having to look at ourselves through the expert eyes of others and getting an unbiased judgment. Our trademarks need to get popular, get the best kind of visibility and getting an opinion on how to do go about this, is priceless.

Since we are selling our business to ‘others’, we must know

  • How we look to ‘others’?
  • How best we could improve our reputation?
  • What all best ‘parties’ we could carry our trade names to which in turn would increase their visibility and consequently their popularity even more.
  • The kind of marketing needed with different kinds of products and so on.

How were Brand consultants born?

These Brand consultants may sound like a new phenomenon which seemed to have seeped in the consciousness of every thriving business today.

So how did the story of having brand consultants on board started?

Well, Once upon a time, advertising agencies did their job of making enticing creative’s which they sent over to various channels in the form of intrusive advertising and messages aimed to reach the maximum number of people.

This used to appropriately take care of the sales and keep the competitors at bay.

Brand Over timePeople, their purchase decision making and their preferences changed. The various ‘Do-not-Disturb’ signs that the consumers has put in by way of their preferences. Their new found love for social media has changed the rules of the advertising and branding game like never before.

Since necessity is the mother of invention, Brand consultants were a natural progression in synchronization with the call of the market.

Brand Consultants

Today these Brand consultants make decisions

  • On how and where to use the advertising.
  • Where the consumers are.
  • Where their attention must be taken.
  • How to position the trademark to best maximize its profits from the target audience.
  • How best to power up the product in the minds of the consumers.

 


Brand consultants Do


In three words, they revitalize Brands.

Brand consultants give a clear detached opinion on the advantages and disadvantages of the current advertising, marketing strategies and the overall trademark image. These consultants then suggest and carry out effective branding solutions that will transform their client’s fortunes.

Like missionaries on a revolutionary task, these consultants conduct extensive research which includes but is not limited to:

  • Coordination with the client

This is the first stage where mediation takes place with the client’s company directors or CEO or COO and their relevant employees to assess the marketing and advertising strategies being undertaken by the company presently.

  • Understanding of the client’s expectations and current strategies

A proper report is formulated based on the thorough communication with the company in order to understand:

  • How the client wishes to project its product.
  • How they have been doing it so far in by the usage of their by their trade names, tag lines, ad campaigns, pricing, product placement and distribution and other advertising and marketing tactics.
  • Overview of the competition

At this stage, the following questions are answered:

  • How much competition the client has?
  • How much of it is only based on advertising and marketing strategies?
  • What is the market presence and the market share of the competitor?
  • Where and what is the Achilles heel of the competition and how it could be taken advantage of
  • What is the strength of the competition?
  • Is there something their client could learn from their competitors?
  • The need for creating a niche

Based on the previous stage study, a very important report is made which is the need of the client for creating a niche.

Is the strength of the competition so strong that the client must spend most of its marketing and advertising efforts in creating a special hallowed place for itself? Or the client offers such a unique product or service that it has a dull competition and only needs to spread the word around for its uniqueness?

Here the need for creating a niche is analyzed and validated with the past and future market trends.

  • Conducting Market research

This is the stage to get the hands dirty with the real market reality. A well designed market research is carried out, mostly through questionnaires and then dividing the target audience into relevant sections based on pre-decided parameters. This is followed by maximal distribution of this questionnaire and meticulous data collection.  

  • Preparing the report and its analysis

Based on the market research, a report will be prepared which will be analyzed for any new trends or features. The results will be interpreted based on expert studies and this would be included in the report. Furthermore, based on previous trends, how the market conditions could change and should affect the business tactics will also be discerned in the report.

  • Presenting the report to the client with the appropriate recommendations

At this stage, the well researched market report is presented to the clients in a simple manner. This includes the appropriate recommendations on how the client could get the maximal returns from their advertising and marketing campaigns, how they could increase their reputation and drive sales.

This report would also answer any specific questions the client might have included during the initial stages of communication along with suggestions for improvement or productive strategies over the same.

            The kind of suggestions which are usually made in the report can range from anything among the following:

  • Changing the trade name.
  • Taglines.
  • Ad campaigns.
  • Design of the packaging.
  • Below the line advertising.
  • Niche advertising.
  • Visual merchandising.
  • Equity management.
  • Copy writing.
  • Internal engagement.
  • Customer service.
  • Celebrity endorsements.
  • Sponsoring popular events of the target audience.
  • The need for the client to explore other advertising and marketing channels.

Furthermore, many of these consultancies give more just recommendations and play an active role in the actual implementation and management of the proposed changes.


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Aparna Ghildiyal
After working as a neuroscience researcher, Aparna renewed her love for writing by working as a content writer. Later she joined The Art of Living International Bangalore Ashram as a resident - volunteer. Her education qualification includes a Master of Science degree from BHU, one of the top central universities of India.