You are a change agent. It is your special skill. And you want very much to bring a proven practice of innovation to your organization. If fostering change and growth is one of the key responsibilities in your job description you need a brand consultancy that specializes in modeling where, within the business practice, you can produce the change you are responsible for quickly and within a given budget. They can help you move the entire organization forward with the right data and insights but without the burden of the usual guardrails of your internal team.
Your incremental growth has hit a midlife plateau/slump. When you realize your company has been successful for a while, 3-5-15 years. You have seen steady growth, but you need to reach that next level, whether it be an entirely new product category, or a different demographic that is big enough to exponentially expand your business. Look for outside-of-the-box thinking through a creative sprint with a brand consultant. Use them as an unbiased voice in figuring out what next level looks like.
You wear multiple hats. You have been given the extra responsibility of marketing; a solo-preneur, a sales executive that is now “sales and marketing,” or R&D department it’s not where you started, but the task of building a marketing plan has now been added to your plate. The perfect person to hire would be a Fractional CMO, Fractional Chief Creative or Fractional Chief Brand Officer. Most of the key skills are the same (aside from having a creative brain to both write and art direct if necessary). If you are spending 15k and above per month on paid media, you would want a hybrid CMO/CCO. If you are in the early stages of defining your brand’s mission and executing a robust competitive analysis a CBO is a great fit.
A stellar fractional brand consultant should be ableto back up the following expertise with case studies and previous work experience:
Researching Industry Trends in a Unique and Ownable Way - a brand strategy consultant should be going beyond pulling stats from the same places you can (Statista, Mintel etc.) by building a story using journalistic practices to identify marketplace gaps wherein your brand can strongly anchor.
Consumer Research - comparing your current customers to an identified growth segment using specialized tools that you do not have at your disposal mixed with the existing customer data you share.
Strategize Brand Architecture – help the greater team (sales, R&D, finance, marketing) understand and then act upon the challenges and opportunities facing your company in the next 2-5 years. Turning the most important foresights into preferred futures for the business.
Developing and Launching Marketing Campaigns – always rooted in cultural insights, push boundaries, challenge conventional thinking, and inspire creativity for your internal teams. Then start showing up where your audience is.
Optimizing External and Internal Communication Channels to Improve Brand Awareness and Reach – Suggest new channel strategies (what platforms are you currently on? Is your content the same on each channel or are you using each platform for its best purpose? Are you setting the correct KPIs for each channel?)
Look for brand strategy consultants who can bring fresh perspectives, creative ideas, and innovative approaches to the table. Consultants who can challenge conventional thinking and inspire creativity within the organization through strategy backed up with data.
And if they are also going to be making the actual content that comes out of brand development work, seek out a team with a keen eye for design, storytelling, and brand aesthetics, as well as the ability to develop creative concepts that resonate with target audiences and experienced, cutting-edge production partners.
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