Here’s my business problem. When I tell people I’m a brand planner and run a brand consultancy they immediately think I’m trying to sell them a new logo. New design and packaging. They think brand consultants are needed only for repositioning or brand extension.

The big ass fact is most of my work is done on behalf of marketers with existing brands and logos – not in the market for a design makeover. My clients tend to be making okay or good money but are adrift strategically. If they were hemorrhaging they wouldn’t be talking to brand peeps, they’d be engaging blocking and tackling business consultants.

My brand planning rigor is actually closer to that of a business consultancy than a design firm. The work is all about articulating a business winning strategy and the three planks that further that strategy. My “one idea, three planks” approach puts into English an action plan – a decision plan, really – that lets companies and employees know how to sell. From product, message and experience points of view.

Make more money is not a strategy. Make higher margin is not a strategy. Make customers happier is not a strategy. For an example or six of business winning brand strategies, please write steve@whatstheidea.com. And help solve my business problem.

Peace.