Brand consulting

Say what will be different on the next quote they send.

Brand consultants are hired after a logo project that did not change how the company introduces itself. The useful promise is a way of describing the offer that a salesperson can say out loud, and a small set of pages or templates that match it.

What changes on the next quote

Ask to see the last proposal, the homepage, and the sentence the founder uses at a conference. The gap between those three is the brief. A brand proposal that starts from a workshop about archetypes, and never looks at the quote that went out on Friday, will produce a guideline nobody opens while selling.

Name the audiences who are confused, not 'the market'. A buyer in procurement who cannot tell them apart from a cheaper rival. A candidate who thinks they are a different kind of firm. Pick the one the client is actually losing.

A small kit, not a rebrand theatre

List the artifacts. A one-page description of the offer. A homepage structure. A cover for the proposal they already send. Three things a client can point at. A 60-page brand book is a different sale, and most independent clients do not need it in the first engagement.

If a designer will execute the visual work, say whether that fee is inside yours. Brand consultants lose trust when the proposal sounds complete and the identity work is a surprise invoice. Say who writes, who designs, and who approves.