When To Call A Brand Consultant

An advertising agency and a brand consultancy both play important roles in business growth. Earlier in the year I touched on the differences between the two. Back on the topic  - when should you call a brand consultant?

• Your company has acquired or merged with another company.
• You're launching a new product, service or company.
• A competitor has mounted an unexpected attack on your brand.
• Your profit margin or market share is shrinking.
• Research shows that your brand is not understood by your audience.
• Customers don't see a difference between your brand and your competitors.
• You're having difficulty knowing what to brand and how.
• You need to decide the relationships between parent and sub brands.
• There's a noticeable gap between business vision and customer experience.
• Your brand expressions don't fit your brand strategy.
• Your brand expressions lack excitement or relevance.
• Your brand expressions are confusing with too many product names, sub-brands, logos, taglines, etc.
• Your brand's touchpoints lack consistency across media or cultural borders.
• Your creative partners need to better understand your brand.
• You need to get executive buy-in for brand programs.
• You need to completely understand your brand's strengths, weaknesses, opportunities and threats.
• The meaning of your brand fluctuates as executives come and go.
• You want/need to educate your organization on the benefits of building a strong brand.
• You want to extend your brand into new product or service categories and would like to know which categories have the highest probability for success.
• You want to set up brand metrics against which to measure the success of branding endeavors.
• You want to make your brand more relevant to certain customers.
• You want to bring the brand to life at each point of customer contact.
• You want to take your brand global.
• You need to revive your brand.
• You need to 'sell' the brand internally.

Sponsored By: Brand Aid

Comments

[Brendan Farley]

Perhaps it would be easier to list, "when you should NOT call a brand consultant"? The length of your list highlights the true problem in marketing today. No one internally understands - or wants to understand - marketing. These type of questions are critical to the success of a company. Thus the knowledge to answer them should be fostered within....

Brendan Farley

[Derrick Daye]

Brendan,

Perhaps that list is longer?

Derrick