Brand consultants are professionals who perform in-depth marketing research and analyze the brand and develop marketing solutions for the companies. With the help of a brand consulting service, a company can successfully sell its product and attain its business goals and objectives. A brand consultant needs to work with various consulting firms, advertising agencies, as well as the board of directors of the company and comes into a particular decision that may benefit the company. Apart from that, a brand consultant also needs to liaise with the brand manager as well as marketing executives of the company to make any crucial decisions. However, there are some brand consultants who can provide their expertise and services to the company. Generally, the brand consultants do not remain in the payroll of the company, and so they are not bound to follow the rules and regulations of the company that are usually applied to the other staff. But the brand manager can offer its service to two or more companies, but those companies should not be competitors of each other.
Role of a Brand consultant
A brand consultant plays a pivotal role in any creative branding agency. Though the role of the brand consultant varies from company to company still, it has some common functions that are discussed as follows:
1.Understanding the nature of the company: The main function of a brand consultant is to understand the nature and the objective of the company. For this, the brand consultant needs to have a round of discussion as well as meeting with the key members of the company. A brand consultant should have a clear understanding of the vision, mission, the short term as well as long term goal of the company, its brand value, brand strength, the target customer of the company, the marketing where the company operates, etc. Until and unless a company can understand these entire details he will not be able to take any critical decision about the company.
2. Analyzing the bottlenecks: Another most important role of the brand consultant is to analyze the bottlenecks that the company is currently facing due to which they are not able to achieve its desired goals. The brand consultant must point out the pain area and comes out with a practical and feasible solution for solving that problem.
3. Accessing customer’s perception: The brand consultant of a company also needs to assess the perception of the customers with the help of both primary and secondary research. It is essential since customers are the biggest ambassadors for every company. A brand consultant needs to finds out the answer form the customers that why the customer chooses their brand, how the product that the company offers can provide solution to the customers, whether the customers have any complaints regarding the company or its products, how the products if the company is better than that of its competitors.
4. Planning the promotional strategies: The core responsibilities of a brand consultant are to come up with effective marketing and promotional strategies with the help of which the company can enhance its sales. Apart from that, the brand consultant should also study the direct and indirect competition that the company is currently facing for planning the marketing program strategies and elevate the brand value of the company, which will, in return, help the company to gain its competitive advantages.
5. Enhancing customer service experience: A brand consultant also needs to come out with some effective plan so that the company can satisfy its customers by providing outstanding customer service. The brand consultant must design the customer service program in such a way that the company can retain its existing customers and can attract more and more new customers.
Due to the above-mentioned functions of a brand consultant, every company needs a creative brand consulting service.