In the ever-changing landscape of business, first impressions matter more than ever – that’s why it’s so important to establish a strong and memorable brand.
A brand isn’t just a logo or your tagline, it’s the essence of your business. It’s in every story you tell, and it’s the emotional connection that you create with your target audience.
In a super competitive environment, the key to standing out is through truly unlocking your brand’s potential. But when you’re in the business day-to-day, it can become much harder to see the bigger picture and see your business from the same view your target audience does. That’s where brand consultation comes in.
What is Brand Consultation?
Brand consultation is a collaborative process between your brand and a specialist brand communications agency (hello, that’s us!) to define and set a robust brand strategy.
It shouldn’t be seen as a one-off project – often brands bring in brand consultants at the start of a new project or when something isn’t working for the brand. Just like the business landscape is ever-changing, so too should your brand.
Brand consultation should be seen as an ongoing and vital part of day-to-day operations, aimed at driving brands through every stage of the business journey. This way, your brand remains relevant and competitive by continuing to evolve with the times.
What does Brand Consultation involve?
In the beginning, brand consultation may be defining your marketing positioning against competitors, establishing your target audience and setting your values, mission, and vision to create a strong brand that everything will be built from.
Consultation throughout is even more important, as it involves constantly evaluating and shaping the brand strategy based on what is working to ensure the brand continues to thrive.
Aspects that are typically covered through brand consultation include:
- An understanding of the Brand Landscape
It’s crucial to have a clear understanding of the brand landscape and factors that will affect your brand. Brand consultation will deep dive into industry trends, competitor strategies and changing market dynamics to ensure your brand stays agile and can move quickly to stay relevant and front of mind with your target audience.
- A defined Brand Identity
You might have the name and the logo nailed – but is the brand truly there? Brand comes from your values, mission and vision, creating a strong foundation which everything from the business comes from. Having a defined brand identity means consistency and authenticity in every interaction with your audience. From website and social media, to marketing and sales materials and customer interactions – a consistent brand helps to reinforce brand recognition and build trust with your audience.
- Target Audience Insight
Understanding your audience is key in crafting a brand that speaks directly to their needs and desires. Key insight to consider is demographics, lifestyle habits, their needs, what motivates them and their pain points.
Being armed with this knowledge means brands can communicate tailored messaging that meets the needs and solves the pain points of their target audience, creating a strong connection between your brand and your customers.
You might already have your audience defined, but have you checked back to see whether this is still the right target audience for your brand? And if they are, are you currently reaching them? This is where brand consultants can offer support in shaping key marketing and sales strategies so brands can keep reaching their target audience.
- Crafting a Compelling Brand Strategy
Armed with a deep understanding of your brand and its audience, brand consultants can support businesses with a plan of action for reaching overall business goals.
This comprehensive brand strategy works hard to make sure everything within the business is aligned, from defining the key messaging, selecting appropriate communication channels to outlining a roadmap for implementation to ensure every touchpoint is covered. Brand consultation is key for unlocking your brand’s potential and a core part of cementing the future success of your business. Interested in how you can shape your brand to create a lasting impact on your audience? Get in touch with us today at email@example.com.