Five Things Brand Strategy and Identity Can Consultants Do For You

Good Brand Consultants Can Make You Stand Out From the Crowd. Apple has always made pretty good computers. In the 1970s, the Apple II was a great alternative to other home computers like the Commodore PET and the Tandy TRS-80; with its color graphics and open system architecture, it was a great deal for both casual users and hardcore programmers. But Apple didn’t make a real name for itself in the market until director Ridley Scott evoked the imagery of George Orwell’s dystopian political novel “1984” in a popular Apple television commercial that premiered during Super Bowl XVIII. It was this commercial that began Apple’s long run as the “preferred alternative” to other software and computer giants in the marketplace. To this day, Apple successfully markets its product as such, taking on the much larger Microsoft head-to-head in just about every advertising campaign. You can bet a great team of brand strategy consultants worked around the clock to come up with this image, and more strategists are working to maintain it every day.

Good Brand Consultants Can Help You Decide Who to Market to. Remember Members Only jackets? Those muted-tone coats with epaulets and the brand right there on the lapel? Once popular, these fashion statements have been consigned to the back of the 80s Shame Closet, along with mullet hairstyles and old Journey LPs. But as recently as February 2008, Members Only is back – this time, with a “lookbook” – a press kit geared toward creating media buzz – revealing the company had re-branded to appeal to the oh-so-hip Abercrombie and Fitch crowd. Doubtless, a team of brand strategy consultants were behind this choice.

Good Brand Consultants Can Give Your Business a Better Name. In the 1930s and 40s, Timely Publications was a fledgling pulp magazine publisher, offering its readers comic-book superheroes like Ka-Zar the jungle lord and Namor the Sub-Mariner. Their sales grew with the addition of new characters to their stable. But it wasn’t until the company changed its name to something more evocative that it began a dynasty that now includes television, movies and a treasure trove of branded merchandise. Today, Timely is known as Marvel Comics, one of the “big two” comic publishers (along with DC) that dominate the entertainment market with characters like Spider-Man and the X-Men.

Good Brand Consultants Can Create Brand Architecture. Daimler Chrysler didn’t get to be a one of the most recognized names in engineering by selling products labeled “Daimler Chrysler.” Here’s a company that has great brand architecture, encompassing world-famous names like Mercedes-Benz, SmartCar, the Mitsubishi Fuso and Freightliner line of trucks, and more. Sir Richard Branson has made an even more recognizable household name out of the Virgin brand, through a combination of consistent naming (Virgin Records, Virgin Airlines, Virgin Megastore, etc.) and his unique public persona. These things didn’t happen by accident – both branding efforts were completed by top-flight brand consultants focused on creating a winning brand architecture.

Good Brand Consultants Can Help You Focus. A great team of brand consultants can help you zero in on what matters most to your customers. When Starbucks shifted its focus to promotional music and other types of corporate synergy in an attempt to maximize profits, it lost business. With a refocusing effort that brings the store back to what made it great – providing great coffee in a hip, comfy setting – the java giant might regain some of that lost market share.