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Brand strategy consulting is something that we do on a regular basis at Blue Steele Solutions. Just as often, we see clients who have some concerns, whose business isn’t performing the way they would like it to.
Whether your business is struggling or ready to be turbocharged, brand strategy consulting can help. If you’re thinking about getting some brand strategy consulting for your business, there’s a few things that most brand strategy consultants are going to do for you. Knowing what they’re going to talk about beforehand can allow you to prepare for your actual consultation. What we usually do is have our customers fill out two different worksheets about their business and their customers.
When you write it all down, you may see an aspect of your branding that doesn’t make as much sense as it did in your head.
We give this to our clients as well to help them figure out just who their new strategy is going to be targeting. Once you’ve figured out who your audience is and who you are, you can finally start coming up with a strategy unique to both.
This will differ for every business, and it will differ from for each group of customers that your business has. However, most businesses have a few different customer types who are coming through their door. Creating a strategy for each different type of customer is how brand strategy consulting can really pay for itself. If your brand strategy consultant wants to have one strategy for several different types of customers, run screaming for the hills.
Filed Under: Branding, Branding Articles, Business Strategy Articles About Heather SteeleHeather’s been converting coffee to code since 1997—now she makes the code output cash for her customers.
Armed with an Apple computer and head full of marketing knowhow, she built Blue Steele Solutions to help small businesses market themselves and grow in ways they didn’t think possible.
But that doesn’t mean she has to leave her coding, design, or writing days behind—when she isn’t building out CRMs or getting her hands dirty in a new Genesis theme, you might find her writing a blog post about management or watching reruns of The Office. When she’s not moderating questions on WordPress Facebook groups, Heather hangs out at Disney World, kills old flash applications, and writes functions when she’s bored. We'll add it to our list of topics to shareNameThis field is for validation purposes and should be left unchanged. EA’s in-house team of more than 15 creative professionals is equipped with skills ranging from graphic and spatial design to creative strategy and concept management.
AgencyEA has implemented brand strategy for clients in a wide range of industries, from consulting and hospitality to media and healthcare. We build comprehensive experiential strategies, allowing our partners to connect with audiences in unique, memorable ways. We tell your story in exciting ways to motivate your audience, change perception and inspire action. Our in-house team of creative professionals ranges from graphic and spatial designers to creative strategists and concept managers.
We recognize the impact that digital, social media, and mobile executions have on experiential marketing.
Different from other agencies, we have a team of in-house production experts who function as a part of the core team. Our team of experienced spatial designers collaborates to create fresh, dynamic environments.
Our in-house communications specialists offer years of expertise in marketing, writing and brand strategy.
I want to share insight into one idea that guides The Blake Project's brand consulting practice. I’ve been in the marketing profession for nearly 30 years, mostly running my own marketing communications and brand development agency. I’m no longer sure I want to continue to be a part of a business activity that feeds on ever more ridiculous consumption. Speaking as a consumer, I don’t believe the current “cultural model” driven by ubiquitous marketing is sustainable.
A hundred or so years ago there was an expression for managing people in heavy industries like coal mining and steel mills “kill a man, replace him, kill a mule and it costs $25 dollars”.  Cheap exploitive labor continues to be the foundation of our global consumer economies.
Once again Apple provides the poster child example of how more brands will be behaving in the world.  People matter more than money. At long last, circumstances have forced Apple to take action to fix any damage their supply chain business model has on workers in their China factories. Apple (and others too) are being forced to consider their human assets just as important (if not more) than protecting their patents.
Another thing that worries me is found in the aisles of grocery stores everywhere – useless, gratuitous and wasteful product packaging. Consumers are increasingly concerned with how much trash shows up in their lives – especially in their kitchen – and they are engaging only with those brands that are sensitive to this new reality.
Beyond public relations and spin, I’m not so sure Facebook, Google, Twitter, LinkedIn and a host of others like them are too morally invested in the obligation their business models have to respect and protect the rights of people to their privacy.
No doubt, social media has changed (for the better) our access to information and interactions with each other.
Do we really need all this advertising and mindless marketing chatter?  The amount of media saturation in our modern lives is growing every year, fueling the marketing machine.
Many I know are being brushed aside and thrown out of their corporate marketing jobs because others who are younger, hipper, geekier and cheaper are in abundant supply.
Several independent studies over time have confirmed that brand equity accounts for between 5 and 7 percent of the change in a company’s stock price and many experts believe this percentage is somewhat conservative. Many CEOs have found the process of crafting brand strategy and positioning with their leaderships team an effective way to align their teams around their organizations’ business models and unique value propositions. If you can “sell in” the need for managing the brand asset, you can probably “sell in” the need for a brand consultant who can help you determine your brand’s health, position it for maximum impact and implement a process to maximize and leverage its equity.
The B2B Brand Positioning Workshop is a highly facilitated, day long experience designed to gain complete consensus among your organization’s management team and marketing leadership on the brand’s target customers, essence, promise, personality and archetype. We work with you to develop your B2B brand’s position in its current marketplaces, while designing flexibility for its future growth. We generally plan for attendance by 6 to 10 key organization stakeholders, including the organization’s leadership.


The deliverable is a one-page brand positioning statement that incorporates the following essential elements: target customer, brand essence, brand promise, brand personality and brand archetype.
Our B2B Brand Positioning Workshop is lead by renowned brand strategists, including Brad VanAuken. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider.
Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. Brand Strategy is more than just your logo, it’s your mission statement, your internal culture, your goals, knowing who your audience is, your unique selling proposition, and how you present this message to your customers.
Marketing Consulting can be the best investment a company can make in its brand. A marketing consultant’s role is to help you design and implement the most effective strategy for marketing your business—whatever it takes. Outsourcing can help an overworked, under-skilled in-house staff focus on product development, operations and sales. If your business is on shaky ground, hiring a marketing consultant may not turn things around. You have to change your perspective when it comes to marketing. Think of it as an investment. If marketing is not your specialty, or you are overwhelmed, it makes sense to hire an expert. Form a strategy and a plan. You’re great at what you do, but it’s easy to get bogged down in day-to-day tasks and lose track of the big picture. Do you have any testimonials from these clients? Talk to a couple of their clients and see what it’s like to work with them. Want More Business?Join our mailing list and you’ll get marketing tips, tricks and strategies that will grow the for YOUR brand!
We regularly see small business owners whose businesses are doing well, who know what they’re doing, and who are have no problems bringing in clients.
They’re having trouble getting leads, they’re not appearing in searches, and they’re not converting as much as they need to.
Maybe one business needs it a little less than the other, but they can both benefit from the experience.
Part of brand strategy consulting is figuring out precisely who your business is as a brand and what it does (and does not) represent. You already have a pretty good idea of what your brand is, who your brand is as a business, and what your brand represents; however, you may not have looked at all of this at once, on paper. Brand strategy consulting can help you figure out exactly how many customer types you have. A strong, cohesive brand identity defines the audience’s perception at all stages of engagement. They collaborate with client teams to envision and deliver custom creative solutions including graphic design, marketing collateral development, advertising, corporate rebranding, spatial design, installation design, content development, copywriting, communications and messaging, brand strategy and more. Ultimately, we deliver custom-tailored solutions targeted to our clients’ most valued audiences and stakeholders. Our process involves full immersion in your history, goals, and culture, resulting in a fully customized brand experience. They work alongside your team to envision and deliver custom creative and design solutions. Our in-house digital team specializes in website development, mobile applications, interactive technologies and strategic digital and social media campaigns. Their experience, ability to anticipate needs and their unique perspective is one of our agency’s greatest strengths. Whether a corporate stage set, or the setting of a consumer activation, EA transforms each space to provide the right platform for your message. From script and speech writing, to video production and message management, we provide superior communications solutions in all phases of experiential campaigns.
Attraction Marketing is not a new idea, on the contrary, it’s an idea as old as commerce itself. In my professional career, and as an agency principal, the extraordinary and profound global change that has shadowed my entire professional life has brought me to an inflection point, certainly to a crossroads. Here in the US, it’s been corporate brand owners and the media who wrote the book on conspicuous consumption over the last half century. Marketers need to be thinking more about consequences to the whole ecosystem rather than stoking more consumption by the shrinking mass in the middle. I’m not convinced Apple took these actions because their moral compass as an enterprise required it. In the name of “shopability” brand owners continue to package their products based on marketing rather than its impact on local landfills. In fairness, there are many brands making real progress, taking more responsibility about the impact their marketing is having on the well being of planet, but not nearly enough.
Just because brands come packaged in recycled material doesn’t relieve brand owners of thinking bigger about better ways to bring their products to market that are more responsible and supportive to the well being of the blue marble. This addiction has fueled the growth of our social media culture and given rise to corporate organizations whose business it is to exploit data for profit first. Seems like anywhere two or more people gather in a conversation or a shared experience there’s a marketer trying to interrupt the conversation.
Unlike other generations before and after us, boomers have grown up with one foot in the old era, and one foot in the new.
Marketing and advertising is a profession that doesn’t contain people who will be thinking about the bigger issues facing our culture today. I have found that it is very difficult to “sell in” the concept of brand management if the organization’s top management doesn’t understand the value of brands.
And it wouldn’t be too difficult to understand the value of objective and honest input from an outside expert who has deep experience in brand management across a wide variety of organizations and industries. A compliment to The Blake Project’s one-day and two-day brand positioning workshops for B2C brands, this workshop integrates insights about the elements that most often differentiate business to business companies from each other. This includes identifying, analyzing and selecting the brand’s target audiences, competitive frame of reference and key customer benefits (functional, emotional, experiential and self-expressive).
We also make sure that people know the difference between brand terms such as unique value proposition, essence, mantra, promise, personality, associations and position. This is delivered at the end of the workshop and can be a direct input into tagline development.


As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. What you should be doing, what you need to step back from, and how to get the results you’re after. If you do not have the time or resources to act on the advice of your marketing consultant, you’re going to be wasting money. This is a shift that marketing consulting can help companies make. Showing how your product solves problems, makes people feel a certain way, or answers their questions is far more important than HOW you do it. If you are spending your marketing budget without a way to measure what’s working you are operating in the blind. Your biases will always color your decisions, but a new pair of eyes is often times the best way to see what you may be missing.
A marketing consultant helps you design a plan that is executable, on budget, and stick to it.
Once you have your brand strategy, they will help follow it through, track results with analytics and make adjustments along the way. Establishing milestones gives everyone a target to shoot for and sets the stage for what is expected from everyone involved. A frank, no punches pulled reply means that they’re going to tell you what you need to hear, not what you want to hear. At EA, we conceive and implement bold and meaningful creative solutions that deliver long-term, impactful impressions.
From inception to execution, they handle all logistical details to ensure flawless production. The ancient tradition of storytelling serves to remind us of who we are, and how we relate to each other within the structures of our organizations, our village, our culture and our world at large. Like the music industry, the global advertising industry is scrambling to find ways to navigate this sea change with a business model that serves consumers and adds value to their clients. If anything, the recent economic meltdown and continued doldrums we are experiencing has served to focus my attention to what’s more important in my life, and in what new areas I can direct my experience and expertise to make things better. In my view, if we are to prosper as a culture, brand owners need to be thinking about more important stuff than share of wallet.
Whether a consumer or marketer, there’s no hiding your behavior (online and off) from the Internet. This can’t be good for developing the kind of brain power we’re going to require to solve the “wicked problems” in our world that the business gurus are talking about in all their books and blogs.
Consumers no longer discern difference in a sea of sameness.  Everything is now commodity swimming in a sea of white noise. No other generation has experienced the speed and intensity of cultural and technological change than Baby Boomers. However, one approach to making them aware of the power of brands is to outline how much of the organization’s financial value is the result of its brands and other intangible assets rather than tangible assets (plants, equipment, inventories, etc.).
The workshop focuses on developing the brand’s essence, promise, personality and archetype.
This can also be used to inform and rally employees and staff, guide external communications, inform customer touchpoint design, influence corporate strategy and serve as a foundation for other brand identity work.
The Blake Project’s B2B Brand Positioning Workshop process has been validated by 100+ brands across numerous industries, business categories and business platforms.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. If there is no interest in your product, a marketing consultant will not be able to create demand out of thin air.
A marketing consultant can help you get away from the busy work and put you back in the driver’s seat, but you still need to be involved. If someone is inquiring about coffee, and your website talks about how you roast it, make sure you explain WHY that makes your coffee taste better. You’ll likely need to engage the services of developers, copywriters and others to get everything done.
If your car is running normally, they can upgrade it—throw a turbo on that sucker and watch it purr. No matter the platform or channel, agencyEA works seamlessly with our clients to develop, grow and elevate their brands. I’m thinking Apple was forced by more marketing and public relations factors to face the consequences and fix any inequities their supply chain has on other human beings. In many ways, the web itself has the potential to become the Big Brother of Orwell’s vision.
We also ensure that your brand has chosen the most powerful benefits to own and that it has developed the proof points and “reasons to believe” for those benefits.
This statement is always valued by advertising agencies as an important component of the creative brief. It has been very well received around the world by CEOs, senior marketers, executive directors, heads of government, celebrities and other organizational leaders for its ability to align and energize the organization and its management team with the brand’s positioning.
A marketing consultant will help you prioritize high-level goals and make sure the focus stays where it matters most.
Be open to new ideas, platforms, maybe even some crazy ideas, and be confident that change is good. Is there anything that will keep you from acting on the advice from your marketing consultant?
While US kids play video games, kids in other countries are playing with advanced calculus.
My generation invented the era we live in now, yet the marketing culture in contemporary business organizations has a bias towards to us razor back boomers.
Not to stretch my metaphor too far, but I would like to suggest that the discipline of marketing is the energy that vibrates in the marketplace attracting those customers who value the proposition, their association with it, and share its value to others.
With so much choice, and so much me-too branding going on, consumers must have the “what’s in for me” question clearly answered before they associate with your brand’s promise.



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