Independent marketing and/or sales consultants dot the business landscape, providing small and mid-size companies with advice to improve business processes, effectiveness and earnings. In my special class of business consulting, brand strategy, the goals are similar but the deliverables different. We tend toward communications (and experience) while marketing consultants delve more into business fundies and delivery.
I can’t speak for all brand strategists but I like to work from the inside out. That is, I like to understand the foundational drivers of the company/brand. What the brand is good at? Where is the love of the founders and leaders? Who’s the best employee and why? What’s the special sauce? Only when the real business motivations are understood do I look outside…at the consumer. Mostly marketing and sales consultants start outside, then look in. Where is the demand? And how will we optimize and improve the approach to meet that demand?
In my parlance, study the brand good-ats before the customers care-abouts. Like a scientist, I study the DNA before the population at large.
It’s a different mindset. A different emphasis. It helps me sell and it helps clients buy.