The job of a brand consultant, or brand strategist, is to give professional and constructive business advice. This advice covers a range of topics such as applicable target markets for a brand to market their products towards, pricing strategies, and ideas on brand image that will best fit the products and goals of a business. Brand consultants can be extremely influential in helping form the overall branding strategy, working with clients and handling negotiations. The overall goal of a brand consultant is to aid in the development of a distinctive brand that will attract customers from the chosen target market. Brand consultants can work either internally or externally from a business. With the help of a brand consultant, a business can ensure that their brand will gain more recognition, boosting sales and overall profit.
Target markets are a specific group of consumers that a brand will target with their marketing strategies. The market can be divided into four main sectors:
This is known as market segmentation. By choosing a combination of characteristics from these market segments, a brand target market can be determined (e.g. middle aged men in California). With the professional input of a brand consultant, an accurate target market can be determined for the brand, allowing for a greater return on investment when marketing the brand.
One of the most difficult parts of business can be to sell a product at the correct price. If the price is too high, the product may be perceived as higher quality, but it will become unaffordable for most consumers. On the contrary, if the price is too low, consumer may opt for another product due to the perceived lack of quality. There are countless strategies for pricing that can each be used to generate the most revenue in specific situations. The expertise of a brand consultant can be used to capitalise on these strategies.
Brand image is the perception of a brand that is held by potential buyers. Once a target market is chosen, a brand consultant can play a major part in helping reshape a brand so that it will appear favourably towards the intended audience.
As the president of DPBell & Associates, Desiree Peterkin Bell brings her invaluable political and business experience when offering her services as a brand consultant. To connect with Desiree Peterkin Bell about brand consultancy and other services, visit her website.