Why hire an independent brand strategy consultant?
As a growing or fast-scaling business, it’s more important than ever to cultivate a strong brand. It’s well documented that strong brand can help you stand out from the competition, build trust with customers, engagement with your people, and propel your marketing and communication efforts. But with so much on your plate, developing a brand strategy can feel overwhelming. That’s where an external, independent brand strategy consultant will help.
Objectivity and perspective
Hiring a brand strategy consultant can provide a range of benefits for your business. First and foremost, an external consultant brings objectivity to the table. They have a fresh perspective and can provide unbiased recommendations based on their expertise and experience working with a range of businesses.
This objectivity is essential when it comes to evaluating your current brand and identifying areas for improvement. This also allows you to be an active participant in, and not a facilitator of the process. Importantly, it removes any perception of departmental or hierarchical bias or ‘ownership’ of the project, allowing everyone to be the collective authors of the brand strategy.
‘An external perspective can be critical in helping you see your business as it really is, not as you wish it to be.’ Martin Lindstrom — Brand Sense: Sensory Secrets Behind the Stuff We Buy.
Tools, methodology, process
In addition to objectivity, a brand strategy consultant brings a wealth of knowledge and expertise to the table. They are trained in the latest best practices, will have developed tools and methods — and have a deep understanding of how to effectively develop and implement a brand strategy. They can draw on best practices and experience from other sectors and industries. In fact, effective brand strategy calls for a unique set of skills at the intersection of business, research, marketing, and creative copywriting. Harnessing this expertise can save you time and resources, as you don't have to spend as much time researching and learning about brand strategy on your own.
‘A brand consultant brings a wealth of knowledge and experience to the table, which can save you time and money by avoiding costly mistakes’
‘A brand strategist brings valuable experience and expertise to the table. They can help you understand the nuances of creating a brand that resonates with your target audience.’
Nancy Duarte — Resonate.
Another benefit of hiring a brand strategy consultant is flexibility. An external consultant can work with you on a project-by-project basis, providing flexibility and allowing you to bring in specialised expertise and methodologies as needed.
‘A consultant can provide specialized expertise on a project-by-project basis, filling in knowledge gaps and bringing in new ideas.’
David Aaker — Building Strong Brands
Money, money, money
And let's not forget about cost-effectiveness. While hiring an external consultant may involve upfront costs, it can save you money in the long run by helping you avoid costly mistakes and ensuring that your brand strategy is effective. A strong brand strategy can lead to increased brand awareness and customer loyalty, which can ultimately drive business growth and profitability. It is worth investing in, to get it right first time.
‘Hiring a brand strategist can save you money in the long run by avoiding costly mistakes and ensuring that your branding efforts are effective.’
Karen Leland — The Brand Mapping Strategy
Creativity (lateral thinking)
The benefits of hiring an independent brand strategy consultant don't stop there. Your consultant should also bring a creative approach to the table. A fresh set of eyes and new ideas, they can help you think outside the box when it comes to developing your brand strategy. They will devise creative solutions to challenges and identify new opportunities for your brand. In some cases, (like mine!) they will demonstrate the strategy in action, creating key messaging as creative examples, showing how the strategy will immediately impact your communications — and bring the strategy to life.
Hiring an external, independent brand strategy consultant can provide a range of benefits for your business, including objectivity, expertise, flexibility, cost-effectiveness, and a creative approach. So, if you’re looking to establish or strengthen your brand, it may be worth considering bringing in a brand strategy consultant to help you succeed. It won’t exclude you from the process – quite the opposite — but it will give this most important aspect of the business the time, care, craft and expertise it needs. To do it once, do it right.
If you need some help, get in touch and we can discuss how I could help your business.