A brand covers the entire experience your client’s prospects and customers have with the company. It’s what they stand for, a promise they make, and the personality they convey.
A brand strategy represents a company’s competitive positioning. It brings it to life to capture the mindshare of the market. It’s the personality of a company’s entire go-to-market strategy, and lives within all marketing communications, campaigns and execution.
Brand Strategy Value
Many small to midsize businesses don’t put much focus on brand strategy, instead choosing to focus on sales and distribution. That’s a mistake, because a good brand strategy helps companies:
Stand out from their competition
Bring their competitive positioning and value proposition to life
Position them as a certain “something” in the mind of prospects and customers
Grow faster than weaker brands
Charge higher prices
Gain market power
Fortune 500 clients often pay $50,000 to $100,000 to define and shape their brand strategy. The Consulting M.O. enables you to add brand strategy consulting into your mix. While you may not charge $50,000, you can easily deliver $50,000 worth of value to your clients. Strong business brands generate more leads, accelerate sales cycles, and create financial goodwill on the balance sheet.
Brand Strategy Services with the Consulting M.O.
Brand Audit. Evaluate how your client’s prospects, customers and employees perceive their brand. Diagnose any brand problems, and recommend future solutions.
Develop a Brand Architecture. Define your client’s value proposition and prioritize their features and benefits.
Create a Brand Strategy. Complete the brand architecture to define the single idea your client stands for, and select the personality traits to display to the market.
Develop a Brand Story. Build a compelling story that conveys the brand strategy in all communications with your client’s market.
Brand Visual Requirements. Match colors, typestyles and logo characteristics to reinforce your client’s brand visually. Match recommendations to an existing logo to determine effectiveness, or create them to define a new corporate logo.
Brand Operational Requirements. Define how your clients will deliver on their brand promise through their daily operations. Install procedures and processes to ensure their company delivers.
Your client may need a brand strategy if:
Their current brand doesn’t reinforce their value proposition or competitive strategy
They don’t have an existing brand architecture or strategy
Sales reps have to discount to get orders
Prospects are having trouble differentiation them in the marketplace
