Two Things All Branding Experts Do

Professional brand consultants are a special breed o’ cat.  Building a strong brand requires a multi-dimensional skill-set that encompasses everything from HR to graphic design to wordsmith-ing.  The best brand stewards manage to play each of these roles throughout the life of a project as they help their clients develop their corporate – or personal – identities into a cohesive package.

So, what is it that the best ‘branders’ do?  What sets them apart?

Practice Integrated Brand Thinking

As noted above, brand development is a multi-faceted endeavor.  Thus, the most successful projects are the result of an integrated way of thinking that takes into account each of the parts that make up the whole of a brand.

Though not necessarily considered a ‘branding’ firm, per se, Pentagram is an exceptional example of the power of integrated thinking.  With expertise in architecture, interior design, graphics, and packaging, the firm is able to provide a holistic approach to the crafting of their clients’ image and messaging.  Pentagram’s experience in multiple disciplines means that they utilize a project strategy that reaches beyond the simple execution of narrowly-defined tasks.

Integrated thinking means understanding the totality of your client’s brand.  No matter the limits of your contract or project role, your guidance is key to helping them understand how each brand decision – from the logo, to the tagline, to the function of the website – is essential to the communication of their organization’s image and message.

Ask Good Questions and Explore Answers

Successful branding solutions are also the result of the thoughtful process, and that involves looking at project goals from diverse perspectives.  As a result, it is important for a consultant to continuously re-examine his or her own philosophy of brand development, in addition to staying abreast of what is happening in the industry as a whole.

Landor is a leader in this arena.  Through the publishing of an online newsletter and blog, in addition to white papers and case studies, Landor gives the impression that their organization is one in which perpetual learning and research are encouraged.  For Landor’s clients, the firm becomes an expert on branding matters because of their portfolio of work and their thinking.  Their exploration of branding and marketing trends illustrate an intellectual curiosity that can only serve to broaden their field of reference as they tackle the branding challenges of their clients.

As an independent freelancer or one of several branding experts in a larger firm, your continuing evaluation of industry practices will not only help you develop the best solutions for your clients, but they will help you maintain a fresh outlook on your craft.

In most instances, there are numerous strategies available to us for any given project.  And, while the two traits noted above seem to be essential to developing the most thoughtful solutions, it’s safe to say that none of us has all the answers.

With that in mind, we wholeheartedly invite you to use the comment section below to share your thoughts on the most important traits for the successful brand consultant to have.