From creative direction to brand management, there are many important positions in marketing and advertising. Brand consulting is one of the key relationships that can help companies drive business and grow over time.
So what is a brand consultant? And what does a brand consultant do?
A brand consultant is an expert who helps companies define, sharpen, and grow their reputation over time - which makes the brand a more important driver of business performance. They often work alongside senior managers and other partners - in such areas as technology, PR, etc. - to help companies activate their full potential.
Roles of a Brand Consultant
Brand consultants, also known as brand marketing consultants or brand strategists, assume many roles. They’re tasked with uncovering insights, developing strategies, and enhancing a brand’s design and communications approach.
Research + Insights
Research is a keystone of all brand consulting work. Most key decisions should be based on a foundation of data - about the customer, category, and competition.
Brand consultants may oversee primary research that is focused on defining and addressing the needs of customers (current and prospective). Brand consultants may also conduct secondary research to study the category and better understand competing brands and relevant trends.
Research may inform a range of key company functions such as:
The best brand consultants are fluent in a range of research methodologies across quantitative and qualitative data collection - such as surveys, in depth interviews, focus groups, ethnography, and more.
After thorough research is complete, consultants apply the data to documenting the ideas on which high performance brands are based. This may rise to the level of sharpening a company’s Purpose, Mission, and Values.
It will likely extend into creating an actionable portrait of the target audience, clearly delineating their needs and goals. From there, brand consultants will define a company’s strategic positioning and distill what makes it different from competitors. helping to define a unique market positioning. This will aid in building a deep, textured brand story.
Brand marketing consultants also spend time overseeing a process to put the target audience at the center when it comes to new product development and innovation in general. ‘Needs-based’ innovation uses a brand’s promise as a guardrail and inspiration.
Companies with multiple brands can also enlist the help of a brand consultant to make sure each brand has its own structure, identity, and clear relationship to other brands - known as ‘brand architecture.’
Finally, brand consultants may be instrumental in building an overall marketing plan that will involve educating internal and external audiences on a brand’s meaning - and creating growth opportunities for the business.
Design is the most visible aspect of brand consulting and often what causes a company to engage a consultant. Brand consultants play a key role in aligning brand positioning with creative development.
From names and logos to websites, the consultant offers insights and suggestions to enhance all company communications, marketing messages, experiences, and more. Consultants can also advise on workspaces, offices, storefronts, and other brick-and-mortar spaces to create a strong, cohesive brand that attracts a loyal customer base.
Signs You Need a Brand Consultant
Now that you understand more about the role of a brand consultant, you may be wondering if it’s time to hire a branding expert for your company.
Here are a few signs you may need a brand consultant:
- Your company growth is stagnant.
- You’re not achieving company goals.
- You’re ready to reach a new market.
- You’ve been through a recent merger or acquisition.
- You’re introducing a new product line.
- Your brand feels outdated.
- Your website is not performing well.
- You aren’t tracking results.
- Your customer profiles are unclear.
- Your leadership team is ‘stuck.’
Drive Results with Brand Consulting
If you’re seeking clarity, insight, and guidance for your company, contact Finch Brands. We offer deep expertise across insight, strategy, and design - to help make our clients’ brand more important drivers of their business performance.