A brand consultant provides expert advice and guidance to help you improve your brand image and performance. Brand consultants help you focus and develop effective branding strategies, identify opportunities for brand growth, and help you overcome challenges that have been holding the brand back.
Much like a personal trainer, a brand consultant works closely with you to figure out where you are now, where you need to be next and what you’ll need to do to get there. Ultimately, a brand
consultant can help improve your brand’s performance, strength, flexibility, and consistency. Just imagine your brand with six-pack abs?

You know the feeling. You decide to get into better shape so you commit to a fitness regimen that can help you get there. This could mean walking on a treadmill, weight training, joining a Pilates class and putting together a nutrition plan. Here’s the thing. A few weeks you find you’re not seeing the results you were looking for and become frustrated. The pains are not necessarily translating into the gains you want. It’s then you decide to hire a personal trainer. Someone with the knowledge, experience, and ability to provide you with the discipline ,direction, and inspiration you need to get where you want to be. Because generic advice is out there, but you want someone who will personalize a plan, so it’s attainable, realistic and in line with your unique goals.

Hiring a personal trainer to help build your body is a lot like hiring a brand consultant to help build your business. Finding the right one can make all the difference.

A brand consultant can assume many different roles within an engagement. Among them, they’re tasked with uncovering and interpreting insights, developing go-to-market strategies, and
enhancing a brand’s design and communications approach.

These tasks often take shape in the following ways:

• Conduct market research: Research market and category trends to identify insights that could impact a brand or determine how a brand is positioned in the marketplace. This is particularly valuable in times of dramatic change.

• Analyze voice of customer research: Tap into the current wants, wishes, and needs of customers to better understand what motivates customers to buy. We call it understanding consumer pains, gains and jobs to be done.

• Develop buyer personas: Create customer personas for primary, secondary, and tertiary audiences in order to assure greater relevance. This involves creating a real-life portrait of each target audience, clearly identifying key motivators for action. The better you understand what
customers care about, the more likely you are to connect with and influence them.