1. Lack/insufficiency of distinctiveness, recognisability, recall, demand for its presence, and purpose of its existence.
2. Discomfort/anxiety at work and aversion to facing the root of it, blaming it on either internal or external factors, and feeling powerless, trapped and suppressed by the company structure/culture - at any level of the organisation's hierarchy.
3. Declining sales/productivity and increasing staff turnover, or even lack of responses to sales and job offers and promotions.
4. Problems and frustration communicating business purpose and relevance to new staff, stakeholders and third parties like Creative and Media agencies.
5. Start-up and Growth plans/ventures with any of the four Marketing Strategies of the Ansoff Matrix: Market Penetration, Market Development, Product Development, Diversification.
6. Hunch for Framing/Reframing and Positioning/Repositioning a product/service or the entire company in the market - Advertising Strategy (eg. functional or aspirational emphasis and Return On Investment measurements) and Pricing Strategy (eg. economy or luxury class and promotional discounts planning.)
7. Urgency to talk and feel understood about your work*, and disperse the loneliness at the top of the pyramid (or the bottom of the pit) so that it doesn't all come home with you at the end of the day.
* meaning the nature of your work process as head, chief officer, director general or sole proprietor, and not your social life at the workplace for which you should better consult a psychotherapist.
1. Goodwill.
Branding carries the highest factor of value increase for the greatest intangible asset a mortal being can possess. That asset is called Goodwill and it is what makes a business worth a lot more than its tangible assets.
2. Brand Equity.
That is the magic power that comes with owning a recognisable sign and a trusted name and reputation.
3. Work satisfaction and sense of purpose for the company's owners, employees and affiliates.
4. Development of marks and signs for connection and mutual devotion with the business's target audience.
5. Clarity of communication with external agencies for Marketing (eg. PR campaigns) and Growth (eg. franchise ventures).
6. Increase of business sustainability, trust, legacy, intellectual property and stock value.
7. Civilisation.
Brands are signals of care, devotion, peaceful disruption and path-finding in context of the places and times they occur in.
Branding is about creating value by building and maintaining a trusted name and long term reputation while Marketing is about creating and capturing value by promoting and trading goods in short term campaigns.
You can develop a brand identity and never market it but you cannot do marketing without developing a brand identity.
In business plans for up to five years, usually product-based, Branding tends to be part of the Marketing Strategy, while in plans for longer business, usually service-based, Marketing tends to be part of the Branding Strategy.
If business competition were a war, branding would be the planning and building of the spirit that unites the army under one trademark banner, while marketing would be the planning and fighting of the battles for market territory in the name of that spirit.
A lot of businesses depend and rely on the charisma of their founder to build a trusting relationship with their staff, their customers and their stock-holders. But the founder is only human and free to fall sick, lose interest, change beliefs, leave it all behind and even die. The business can survive only if it has developed a brand of its own as an independent entity, like a child that develops its own personality and becomes independent of its parents. If you love your business, a brand consultant can help you distill and develop your brand to the extent where it can self organise, inspire a following of its own and go on without you.
The brand is a fundamental and inevitable part of every kind of business. You're going to have a name whether you like it or not. The only question is whether you treat it as a cause or as an effect. But it is both, and the sooner you take control of it the better. There is no way out of branding.
Charges vary depending on many factors. I currently charge 60€ + VAT (24%) via bank transfer for a single consulting session up to 90 minutes long, which is usually the standard initial video-call interview session in every new case. Thereafter every case is different, the skillset, resources and number of sessions required are different, the physical and mental demands on me are different, the personal effort and input that each client can contribute is different, and until we agree on your custom plan together there can be no set price. In some cases there is no immediate need for further consultation beyond that first session.
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