In today’s fiercely competitive business environment, having a strong brand can help you attract more clients. In fact, a 2022 global survey by Statista showed that 50% of global consumers would pay more for products and services from brands with appealing images.

Unfortunately, not every company can set up an entire branding team to work full time on increasing brand awareness and penetration. While this would be an excellent solution, it is also an expensive solution.

Instead, consider hiring a brand consultant to help you stand out from the crowd, attract customers, and foster loyalty.

In this article, we will discuss the role of a brand consultant, how they enhance your marketing strategy, and we will share practical tips for finding the perfect consultant for your business.

Understanding the Role of a Brand Consultant

A brand consultant is a professional who specializes in helping businesses develop, manage, and improve their brand image. They are responsible for assessing a company’s current branding, identifying areas for improvement, and implementing strategies to create a strong and consistent brand identity. By hiring a brand consultant, businesses can benefit from increased brand recognition, customer loyalty, and ultimately, higher profits.

The right consultant can help choose the right type of logo for your company, and hire the right designer or agency to re-do your brand image. However, brand experts don’t focus only on visual elements, they also help you establish the right communication strategy to position your brand within the right market.

For example, when Airbnb wanted to expand its business globally, it enlisted the help of a brand consultancy firm, DesignStudio to manage the rebranding. The result was a reimagined brand identity that reflected Airbnb’s core values and global appeal, which has been instrumental in the company’s continued growth.

When Do You Need a Brand Consultant?
Brand strategy should be integrated into every aspect of your business, however there are particular moments when hiring a brand consultant is critical.

Consider hiring a brand consultant if you are going through any of the following:

• Launching a new brand or startup
• Your brand is not resonating with your target market
• You are introducing new products or services
• You want to increase your online presence and traffic
• You are launching into new markets
• Your website is not performing well and it lacks focus
• Your brand feel outdated
• You recently went through a merger or acquisition

If you identify with any of those statements, you should definitely talk to a brand consultant.
And if you are not sure whether you need to change your brand strategy, you can reach out to our branding experts at Just Digital, and we’ll give you our opinion.

Four Ways a Brand Consultant Can Enhance Your Marketing Strategy

A brand consultant is an invaluable asset to any business, helping you create and maintain a strong, consistent identity that resonates with customers. Let’s take a look at some of the ways they accomplish this:

1. Identifying and communicating your unique selling proposition (USP).

A brand consultant helps you identify what makes your business stand out from competitors and ensures that your marketing efforts effectively communicate this USP. For instance, Apple’s USP is its innovative design and ease of use, which is consistently conveyed through its marketing campaigns.

2. Developing a consistent brand voice and message.

A brand consultant works with you to create a unified brand voice and message that resonates with your target audience. This consistency is crucial for building trust and brand recognition. For example, Nike maintains a consistent brand voice focused on empowerment and inspiration, which has contributed to its immense success.

3. Creating an impactful visual identity.

A strong visual identity is key to making your brand memorable. A brand consultant can help design a logo, choose color schemes, and create other visual elements that effectively represent your brand’s personality and values. Coca-Cola’s iconic logo and red-and-white color scheme, for example, are instantly recognizable worldwide.

4. Aligning your marketing efforts with your brand’s values and goals.

A brand consultant ensures that your marketing campaigns are consistent with your brand’s overall objectives, resulting in a cohesive and focused approach. Patagonia’s commitment to environmental responsibility is consistently reflected in its marketing campaigns and initiatives.

 

Implementing Innovative Marketing Techniques

Brand consultants can also help your businesses stay ahead of the curve by providing creative marketing solutions. Here are some examples:

• Utilizing data-driven marketing strategies: A brand consultant can help you analyze customer data to create personalized and targeted marketing campaigns. By leveraging customer insights, companies like Amazon and Netflix have been able to create highly effective marketing strategies.
• Incorporating social media and influencer marketing: Brand consultants can help you develop a strong social media presence and collaborate with influencers to reach a wider audience. Daniel Wellington’s fashion brand, for instance, has built a multi-million dollar business using this approach.
• Crafting compelling storytelling and content marketing: A brand consultant can assist in developing engaging stories and content that connect with your target audience. Dove’s “Real Beauty” campaign is a prime example of how powerful storytelling can have a significant impact on a brand’s image and success.

Finding the Perfect Brand Consultant

Hiring the right brand consultant is a key factor in the success of your marketing strategy. When selecting a brand consultant, make sure you consider their experience, skills, and ability to understand your brand’s goals and values. But before you reach out to anyone, you need to have a clear idea of what you need first.

Here are three key areas you need to define before you hire a brand consultant:

1. Objectives: Think about what you want to achieve with the help of a brand consultant, such as increasing sales or strengthening customer loyalty.

2. Budget: Develop a realistic budget for the project, so you can make sure you are getting the best value for your money.

3. Timeline: Specify a timeline for when you need the project to be completed and any milestones that need to be achieved.

Once you have a clear idea of your needs, you can start searching for a brand consultant that meets your criteria. Ask for referrals from other companies, or search online to find professionals who fit your requirements. Make sure you talk to both independent consultants and agencies, as they will be able to cover your needs in different ways. Then, narrow down your list, arrange for interviews and ask them about their experience, approach, and portfolio. Finally, pick the best fit and start building your brand!

Maintaining Brand Success Through Ongoing Brand Management

After you have established your brand identity and developed a successful marketing strategy, it’s important to maintain its success through ongoing brand management. Working with a brand consultant is essential to ensure that your brand message remains consistent and relevant over time.

Brand consultants can help you respond to customer feedback, track your progress, and make necessary changes to stay ahead of the competition. They will also be able to provide valuable insights into emerging trends and new marketing opportunities. As the business landscape evolves, having a brand consultant on board can give you the edge you need to stay ahead.

Overall, brand consultants can provide immense value to your business. From helping you develop an effective marketing strategy to managing brand success over time, they should be considered an asset for any organization. With the right consultant on board, you can be sure that your brand will reach its full potential.