Brand Strategy Consulting: How to choose the best brand development agency
How to choose the best brand strategy consulting agency
You have a big decision to make.
You need to choose a brand consulting agency to help you take your business to the next level. But with so many options, how do you know which is right for you?
Here are some things to consider when making your decision.
What does strategy consulting mean for brands?
Strategy consulting is an advisory service that provides strategic guidance and direction for the brand and the brand manager.
The consultant will typically use competitive analysis and audience research to provide a strategic roadmap. This will guide the brand to where it should go, with tasks such as positioning strategy, key messaging, storytelling, and more. These services help the brand navigate its market landscape successfully.
What to consider when choosing a strategy consulting firm?
There are a lot of strategy consulting firms out there. How do you know which one is right for you and your business?
Here are a few things to consider when choosing a strategy consulting firm:
Expertise and experience
When evaluating a strategy consulting firm’s expertise and experience, it is important to consider its track record of success. Has the firm been able to drive increased awareness, market share, revenue growth, and profits for its clients in the past? What types of brands have they worked with in the past?
It is also important to contrast a potential strategy consulting firm’s experience with other firms you may be considering. How do they compare in size, number of successful projects, and level of expertise? What certifications or accreditations do they have that make them qualified for your project?
Reputation and success
When choosing a strategy consulting firm, it is important to consider the reputation and success of the firm. A reputable firm will have experience in helping companies build strong brands that drive increased awareness, market share, revenue growth, and profits. Their expertise can be an invaluable resource for any business looking to develop a successful brand strategy. Additionally, their track record can provide insight into their ability to deliver results for clients in similar circumstances as yours. Choosing a successful strategy consulting firm will help you make informed decisions about how they can help you achieve your goals with their expertise in branding strategies.
Architecture
When evaluating a strategy consulting firm’s approach to brand architecture, it is important to compare its offerings and services. Some firms may offer various ancillary services such as research, design, content creation, and brand management. In contrast, others may focus solely on creating a brand strategy and placing it within an architectural structure.
It is also important to contrast the different approaches taken by different firms to determine which one will best suit your organization’s needs. For example, some firms may be more comprehensive in their approach, while others may only provide basic services such as creating identity guidelines or researching customer behavior patterns.
Positioning
When evaluating a strategy consulting firm’s positioning strategy, it is important to consider their experience and expertise in developing differentiated strategic market positions. The firm should be able to help clients crystallize their vision, define their unique value proposition (UVP), and develop strategies that will resonate with target audiences.
However, it is also important to contrast the positioning of different firms as some may offer additional services such as research, design, and content creation which may not be available at other firms. Additionally, each firm may have a different approach or philosophy when crafting effective brand strategies. Hence, it is important to research before deciding which one works best for your organization’s needs.
Equity
Brand equity is a company’s relationship with its customers and is one of the few things a company can own forever.
To ensure the strongest, most enduring brands, companies should seek out strategy consulting firms with deep expertise across the full range of branding services and can provide disciplined alignment with customer requirements. EquiBrand is a top brand strategy firm that offers strategic positioning, brand architecture, equity extension services, brand naming, identity development, and management solutions.
Voice and tone
A strategy consulting firm will analyze the industry, sales, and marketing data to understand the core users of a brand. They will then create a composite profile of these users and their brand architecture to make informed decisions about how the brand should look, feel, and sound at every customer touchpoint. The strategists and designers will also consider how the brand should have a voice and tone to establish a cohesive business strategy that covers all products/services/marketing opportunities for the future.
Identity
When choosing a strategy consulting firm, the importance of brand identity cannot be overstated. A well-defined brand identity helps an organization stand out from competitors and drive growth. Brand consultancies can help clients crystallize a differentiated strategic market position and bring that strategy to life for leadership, employees, and the market. This involves creating and placing a brand strategy within a brand architecture structure, driving internal leadership support for the brand strategy, and creating identity guidelines. Additionally, these firms can offer ancillary services such as research and design content creation. Brand consultancies can also help clients leverage their existing resources (such as marketing initiatives, social channels, internal company messaging, and consumer-facing IPs) while focusing on digital innovation (pairing creativity with strategy).
Standards
Brand standards define the desired brand identity and how it should be expressed. They include elements such as colors, fonts, visuals, and messaging.
Brand standards are important when choosing a strategy consulting firm because they help ensure consistency across all communication channels. A well-defined set of brand standards will ensure that all materials produced by the company have a consistent look and feel, making it easier for consumers to recognize their brand identity. Additionally, clear guidelines can ensure that all content created by internal teams meets quality standards and is aligned with the overall vision of the brand.
Research
When evaluating a strategy consulting firm’s brand research capabilities, it is important to consider their methodologies, from quantitative to qualitative data collection methods such as surveys, in-depth interviews, focus groups, ethnography, and more.
It is also important to compare their competitive analysis capabilities with those of other firms you are considering working with. This will help you determine if their approach is comprehensive enough for your needs or if additional resources need to be brought in.
Purpose
When choosing a strategy consulting firm, it is important to consider its purpose. A brand’s purpose should drive its mission, values, strategy, and market positioning. It should also help to create an actionable portrait of the target audience and inspire innovative products that meet their needs. Additionally, it should guide how each brand should be structured and related to other brands within the company’s portfolio. Finally, a clear understanding of the brand’s meaning can help educate internal and external audiences and create business growth opportunities.
Values
When evaluating a strategy consulting firm based on brand values, it is important to consider the expertise and experience of the firm in creating and implementing effective brand strategies. Additionally, it is important to assess whether the firm has a track record of delivering successful results for past clients in similar markets or industries as yours.
It is also important to compare potential firms on their approach to branding. Does the firm have experience creating differentiated strategic market positions that can be translated into actionable objectives? Can they provide research and insights into consumer needs, trends, or preferences? Do they have experience crafting identity guidelines that align with your overall goals for the brand? By comparing these aspects between potential firms, you can better understand how well each would fit your particular needs and goals for your brand strategy.
Vision
When evaluating a strategy consulting firm’s vision for a brand, it is important to consider the internal and customer-informed brand vision and the optimal brand positioning designed to maximize target relevancy and competitive differentiation. Additionally, messaging concepts should be considered to align with the positioning and improve brand image.
The vision for a brand should not be limited to just creating a strategic market position or placing it within an architecture structure; consultancies should also offer ancillary services such as research, design, and innovation that contextualize or express this position.
Promise
A brand promise is a statement that defines a brand’s value proposition. It outlines what the company stands for, its benefits to customers, and why people should choose its products or services over those of competitors. A strong brand promise helps to differentiate a company from competitors by creating an emotional connection with customers that inspires loyalty and trust.
When choosing a strategy consulting firm, it is important to consider its ability to craft an effective brand promise that will resonate with your target audience. A strong promise can help create differentiation between brands in crowded markets and drive customer loyalty, increasing awareness, market share, revenue growth, and business profits.
The best strategy consulting firms for small businesses
There are a lot of strategy consulting firms out there. But finding the right one for your small business can be a challenge.
The good news is that we’ve done the research for you and compiled a list of the best strategy consulting firms for small businesses.
These firms have a proven track record of helping businesses grow their brands and reach new heights.
So, without further ado, here are the best strategy consulting firms for small businesses:
1. LEK
LEK is an excellent choice for small business branding strategy consulting because of its expertise in identifying key differences among brands and sub-brands, maximizing share and ensuring appropriate coverage of consumer segments, streamlining and clarifying 10-brand architectures, defining customer segments in nine countries and using automation, design, and marketing techniques to define new ways to satisfy the customer. LEK’s experience in branding strategy consulting has helped companies worldwide grow their businesses by providing them with customized solutions that meet their unique needs quickly and efficiently. Additionally, LEK’s services are cost-effective, so small businesses can benefit from their expertise without breaking the bank; they also offer a range of payment options, including budget billing options which make it easier for clients on a budget to get started on their branding initiatives right away; plus they provide regular progress updates, so clients know exactly where they stand financially at all times throughout the process.
2. Propel
Propel is a leading strategy consulting company for small businesses. We partner with brands and companies to instigate, formulate, and nurture new ideas for proven innovation success. Our team of experts offers expertise in revitalizing core positioning with a brand refresh that exceeds evolving customer expectations. We also provide strategic guidance on creating a unique value proposition that attracts customers and increases market share. Additionally, we offer comprehensive services such as consumer research studies, industry analysis reports, marketing strategy development assistance, product launch planning assistance, etc., all at an affordable cost that fits the budget of small businesses. Therefore Propel is an ideal choice for strategy consulting for small businesses looking to succeed in today’s competitive marketplace.
3. InVision
InVision is a leading strategy consulting firm that provides high-quality services to small businesses. Their team of experts comprises experienced brand strategists, designers, and communication experts who can provide tailored solutions based on their client’s needs. InVision has extensive experience in branding strategies and can provide insight into how best to position a brand to maximize its relevancy and competitive differentiation. Additionally, they offer messaging concepts designed to align with the positioning and improve the image and creative briefs and look & feel concepts for developing effective brand strategies. With their expertise in visual insight techniques such as personas analysis or customer journey mapping, InVision can help small businesses develop successful branding campaigns quickly while staying within budget constraints.
4. Upgraded
Upgraded is a great choice for strategy consulting for small businesses because they offer the expertise needed to revitalize your core positioning and exceed evolving customer expectations. Upgraded works with clients to identify their unique value proposition and craft a powerful brand narrative that resonates with customers. They also guide optimizing your marketing efforts, from website design and content creation to social media strategies, to maximize visibility and engagement. Furthermore, Upgraded provides comprehensive market analysis tools that help small businesses gain insight into their competition’s tactics to stay ahead of the game. With Upgraded’s help, small businesses can rest assured knowing they have a strong brand identity that will set them apart from their competitors in today’s increasingly competitive marketplace.
5. Valued
The Brand Strategy Consultants is a valued strategy consulting firm for small businesses due to its effective customer insights and segmentation capabilities, B2B Elements of Value® framework, and Winning on Purpose book. The company helps its clients understand what their customers truly value, build effective customer segmentation strategies, and avoid commoditization by understanding what each customer set values most. Additionally, The Brand Strategy Consultants provides an insightful story in their Winning on Purpose book that guides readers on inspiring customer love within their teams using Net Promoter scores.
6. Society6
Society6 is a great choice for strategy consulting for small businesses because of its expertise in reaching Millennials and Gen Z. We helped Society6 develop an art-fueled brand strategy that appeals to young audiences, which has proven to be successful in achieving increased sales and brand awareness. Our team has extensive experience creating effective marketing campaigns that reach specific target demographics, allowing us to provide valuable insight into how best to market products and services to this unique audience. Additionally, we utilize cutting-edge technology such as artificial intelligence (AI) and data analytics tools to understand consumer preferences better and optimize marketing strategies accordingly.
7. Fast Company
Fast Company is one of the best strategy consulting firms for small businesses because it partners with brands and companies to instigate, formulate, and nurture new ideas for proven innovation success. Fast Company helps its clients develop strategic plans tailored to their unique needs and allows them to focus on their core business. At the same time, they receive expert guidance in branding, marketing, product development, and more. Fast Company also provides valuable resources such as webinars, articles, and podcasts that educate small business owners about effective branding strategies. With over 25 years of experience in the field, Fast Company is an industry leader in providing quality strategy consulting services.
8. Harvard Business Review
The Harvard Business Review (HBR) is a globally renowned business publication that publishes articles on various management, leadership, innovation, and strategy topics. It is considered an important resource for strategy consulting firms because it provides insights into current trends in business practices and new ideas to improve processes.
Strategy consulting firms use the insights from the HBR to develop effective value propositions for their clients. This helps them create products or services that innovatively address customer needs and stand out from competitors in the market. Additionally, the insights from this publication can be used by brands to create successful marketing campaigns or product launches that resonate with customers.
9. Entrepreneur
When looking for a strategy consulting firm for small businesses, it is important to consider their expertise and experience in helping businesses succeed.
10. Business Insider
Business Insider has compiled a list of the best strategy consulting firms for small businesses. The top three brands on the list are:
- W2O Group: This global branding and marketing agency offers strategic planning, digital marketing, and customer experience design services.
- SapientRazorfish: This digital consultancy specializes in developing web-based solutions for clients around the globe, including e-commerce platforms and mobile applications.
- Prophet Brand Strategy: This consultancy focuses on helping businesses develop strong brand identities through creative strategies, messaging development, and visual design solutions
FAQs
Here are some of the most frequently asked questions about brand development agencies:
What is strategy consulting?
Brand strategy consulting is an advisory service that provides strategic guidance and direction for the brand.
The consultant will typically use competitive analysis and audience research to provide a strategic roadmap for the brand. This will guide the brand as to where it should go, and the consultant may use positioning strategy, key messaging, storytelling, and other services to help navigate the market landscape.
What is the cost of working with a brand consulting firm?
The cost of working with a brand consulting firm can vary depending on the experience and type of business targeted. Generally, brand consultancy services can range from a couple of thousand dollars to hundreds of thousands.
What kind of consulting services do brand consulting firms provide?
Brand consultancies provide a wide range of consulting services, including:
- Brand Strategy Development: Brand consultancies help clients crystallize a differentiated strategic market position and bring that strategy to life for leadership, employees, and the market to drive growth for the organization. This includes creating and placing a brand strategy within a brand architecture structure, driving internal leadership support for the brand strategy, and creating identity guidelines.
- Research & Analysis: A branding consultant can also offer research findings and analysis to contextualize or express the brand strategy being developed by the client company.
- Design Services: From names and logos to websites, designers can offer insights and suggestions to enhance all company communications, marketing messages, experiences, etc. They can advise on workspaces (office/storefronts), furniture, etc.
- Content Creation & Management: Content writers create content-related material like blogs/articles, which helps enhance customer engagement with brands and build customer trust by providing expert advice on products/services offered by them. Additionally, they manage the social media platforms of brands effectively so that they get maximum reach among the target audience through their campaigns.
How can brand consulting help improve a company’s brand?
Brand consulting experts can help companies build strong brands that attract loyal customers. The consultants offer insights and suggestions to enhance all company communications, marketing messages, experiences, and more. They can also advise on workspaces, offices, storefronts, and other brick-and-mortar spaces to create a cohesive brand that drives increased awareness and profits.
By engaging with a brand consultant who has experience in this field of work, companies can leverage their expertise to improve their brand image. This will likely lead to increased market share and revenue growth if done correctly.
What kind of data do brand consulting firms use to develop their strategies?
A brand development agency uses a range of data to develop its strategies, including:
- Primary research focused on understanding the needs of customers (current and prospective).
- Secondary research to study the category and competing brands.
- Data on customer preferences, habits, and needs.
- Information about trends in the industry or specific markets.
- Information on competitor tactics and strategies.
What is the difference between brand consulting and marketing consulting?
Brand and marketing consulting provide strategic guidance and direction for the brand and the brand manager. Both use competitive analysis, audience research, positioning strategy, key messaging, and storytelling to help navigate the market landscape.
Brand consulting typically works with existing businesses, while marketing consulting works with start-ups and existing businesses.
What is the role of brand engagement in brand development?
Brand engagement is an essential part of brand development. It creates a connection with consumers and ensures that they are aware of and understands your brand’s identity, values, and message. It also involves creating an environment where consumers feel engaged with your brand and are willing to invest their time, energy, and resources. Effective brand engagement helps build trust between consumers and brands while leading them to take action to support the brand’s mission or goals. Furthermore, it can help drive performance results for businesses by creating loyalty among customers who are more likely to purchase products or services repeatedly due to their positive relationship with the brand.
How can you know a brand strategy will work for your business?
There’s no surefire way to know whether or not a brand strategy will work for your business. However, some key indicators can give you a good idea of whether or not a particular brand development agency is likely to be a good fit.
First, look at the agency’s past clients and see if they have experience working with businesses in your industry. If they do, that’s a good sign. Second, ask the agency about its process for developing brand strategy.
Third, see the agency’s creative capabilities by looking at their past work. And finally, make sure you feel comfortable communicating with the agency and that they seem like they understand your business and what you’re trying to achieve.
Keep these factors in mind, and you’ll be well to finding the right brand development agency for your business.
