The creation and management of a brand are much more than a name or a logo. More and more companies know this and are committed to having professionals who are in charge of branding their business. Experts in creating and managing attractive, emotional, and competitive brands, believe in the importance of branding as an essential part of companies and society. That is why we want to explain what does brand consultancy means?
This article is to show you that a Branding Consultant in your business is suitable for your brand. You may not be able to pay the fees, but it may also be that no one has shown you what you can earn, and therefore you don’t see it as an investment.
What does brand consultancy mean?
Branding is the management and development of a brand for a business or a product. If the product is a person, then we are talking about Personal Branding.
The Branding Consultant is the expert in brand management in making a brand stand out from another similar, and in this way, potential customers can consider it as an alternative in their purchasing decisions.
Therefore, the first benefit of a Branding Consultancy is that it can create and develop a brand with a different positioning than the competition. And that is essential for the success of your business.
Choosing one position or another depends on a series of elements that influence the perception of our brand by potential customers. The positioning is decided after a Strategic Analysis. In this, the business itself, the environment, and the competition are taken into account.
The Branding Consultant is an expert in the development of strategies for positioning, which will determine the characteristics of the Brand, Communication, and Marketing.
What does a branding consultant do?
A branding consultant works on the creation and management of brands throughout their entire career. They do so through a series of actions faithful to a set of attributes and values inherent in the brand that will make the public identify it.
What services does a branding consultancy offer?
- Brand audit: Study the brand and its environments, such as the target audience or its competitors.
- Creation of visual and verbal identity: It is in charge of giving a name to the brand and creating the logo and the manual of use and integration in communication.
- Internal branding: It is dedicated to making workers the best brand ambassadors.
- Packaging and industrial design: It is about the creation and development of the image of the products.
- Brand strategy: Define brand positioning and design strategic objectives to be consistent and competitive in the market.
- Brand architecture: Adapt the brand image to new products or services that may arise from the diversification of business activity.
- Brand repositioning: It deals with the evolution of the brand throughout the life of the company.
Who are the branding professionals?
In a branding consultancy, you will find a cast of advertising, marketing, and communication professionals who will bring a global vision to the brand. From experts in business development to creativity through graphic designers, strategy consultants, or professional internal communication– it includes all.
Three keys to the success of branding consultants
1. Bring coherence to the business. Through branding, a unique image will be created, recognizable, and faithful to the attributes and values of the brand.
2. Increase customer recognition. A branding consultant will succeed in making your brand stand out and keeping it in the minds of your audience.
3. And of course, sell more. A good brand strategy will allow you to differentiate yourself and compete.
What can a Branding Consultant do if you already have a brand?
You may have a brand, and surely you have a positioning. But is it the right one to connect with your potential customer? That is the question you must answer. A Branding Consultant will analyze your brand and your positioning and determine:
- If they are enough to differentiate you from your competition,
- If they are suitable to fall in love with your client.
I know it sounds pretentious to “make your customer fall in love,” but a brand that does not make its customers fall in love is a dispensable brand According to the study, each year, the disconnection that exists between consumers and brands increases. They are not relevant, and that affects the way consumers buy and the way brands sell. You can see more information in this article.
What happens when a customer does not see a difference between the brands?
Something disturbing that does not recognize the value of the brand and your product does not differ from other similar ones, so the only reason to choose one or the other is the price or availability. The brand is what makes your client differentiate your product from another similar one.
How does a consumer decide which brand to choose?
The consumer goes to the supermarket shelf and sees a lot of similar yoghurts, each with its packaging, each with its price and each with its advertising claims.
All that information enters through the senses in his head. It mixed with his experiences when he consumed a similar product, with the opinions of his friends, with what he heard in that television advertisement. And he composes in his head an ideal image of the product you are going to buy.
That ideal image is unique because it is made up of what you perceived and what you had in your head. That is what is known as “brand.” A Branding Consultant works to develop that brand in the minds of consumers.
He works first to design a brand that differs from the competition in its aesthetics and the value it transmits, always thinking about what that potential client will value, what will help him choose our product and not another.
And once the brand has been designed, it works to project the values of positioning through Marketing and Corporate Communication to generate the reputation that the brand needs to be valued by the potential client.
Brand and reputation: fundamental for the generation of Trust and Engagement
Brand and reputation are a binomial of success. The brand is the product, and its reputation is its consequence. The Branding Consultant works every day to generate Brand Reputation. Branding is not a job with a beginning and an end. While there is a brand, there is branding, and you have to manage the brand.
Reputation is decisive for selling, but it is incredibly fragile. An image crisis can destroy years of work managing the brand. That is why it is so important to understand that the Branding Consultant develops and monitors the brand to avoid problems and solve those that arise.
But why is it necessary to have a good reputation?
Because customers buy with confidence, the ideal image of the brand has been generated in his mind and the belief that he will be able to satisfy their needs. They will bring a little happiness to their lives, even if it is during the fleeting moment when we eat a yoghurt.
The Brand and its Reputation generate that trust that guarantees business success. But it’s not enough. Many brands are capable of producing the appropriate Positioning and the Confidence necessary to sell their products. There is only one type of brand that consistently succeed: they are the brands that make their customers fall in love.
And how can you fall in love with your customers?
The engagement or emotional connection of the brand with its customer is produced by an alignment of the customer’s interests with the brand through the product. Only brands that know why they make their products, who understand what their customers need to be happier, can make their buyers fall in love.
The Branding Consultant is the professional capable of determining which factors that drive a company to be in the market are decisive enough for brand positioning. A position based on “why we make products” and “why customers buy” will be reflected in a brand capable of convincing and making customers fall in love because it is a brand that can be trusted, not It will disappoint. It will be consistent with the core business of the company.
In summary, the Branding Consultant will provide your brand with the differential value concerning your competition. Above all, it will create a brand capable of making your clients fall in love, capable of generating the necessary reputation to maintain trust and ensure business success. Investing in your brand is investing in your success. We hope you have a clear concept of what does brand consultancy means now.