1. You’re Not Contractually Obligated to Brand Consultants.

When most businesses look to expand their marketing efforts, they tend to do one of the following: hire a cheap contractor that can promote specific initiatives, or recruit internal employees to build out their marketing department.

The problem with the first option is that in most cases these marketers play on their own agenda. Moreover, they may be oversees. This creates communication barriers and hinders workflow as international teams are in a differing time zone. Trust me. Not only is it difficult to manage people not invested in the brand, but they tend to lean on their opinion instead of what best suits your business.

Establishing an internal marketing department comes with headaches just like any other hiring process. Not only are you forced to train employees on standards and company culture, but you must measure their performance continuously in order to ensure your investment is worthwhile. If you haven’t established a healthy culture, most of these employees will enter a trance of the typical 9-5 employee and focus on selfish ambition or advancement instead of quality production and leadership.

A consultant immerses themselves in a thorough discovery process (normally for free like I do) to ensure both parties are a good fit. Not only does this eliminate the on boarding training expenses of internal hiring, but it allows you to move on if the relationship isn’t beneficial to you. Most brand consultants will also qualify their own clients too, so you don’t have to worry about them taking any type of project on – (as most contractors do) whether they know how or not.

Consulting typically is laid out on a weekly or monthly basis. The professional helps you organize your identity and orchestrate a strategy that fits your capabilities. Even if you were to go with either of the aforementioned options, a consultant will ensure you make a solid decision. Once you’ve established your path, you’re not obligated to continue paying them for their services.

2. There’s No Benefit in Them BS’ing You.

Most have heard the saying, “you gotta spend money to make money.” Although I don’t believe consulting necessarily costs more money, the hourly investment is going to be a little more hefty. But, paying for experience and a direct strategy should be worth your while. Especially when the results are more concrete and the return is magnified.

Since establishing client’s identity and strategy is what drives consultants, they have no need to BS you to garner more income for themselves. An hourly investment geared towards your productivity and effectiveness is pretty straight forward. There’s no desire to divulge in trial and error.

In order to understand this further, it’s imperative to realize that a brand consultant cannot experience success unless companies save money and succeed themselves. The main function of this type of service is to help clients reach their goals more effectively and cost consciously. Knowing that there’s a purpose for everything creates clarity for all involved and allows you to understand where your capita is being put to work.

Before hiring someone of this caliber, first come to terms that there are a number of areas you need to improve in. Why would a consultant work with you if there wasn’t opportunity? Accepting reality and leveraging someone intellectual insight is the first step. This inevitably will help you avoid sleazy marketers that persuade you to pay them. Structure and purpose allows you to avoid wasteful spending that expands your bottom line.

 3. They Efficiently Manage Your Marketing Arms.

When you hire a brand consultant, the initial focus will be on establishing a strategy that can be managed and scaled accordingly. Instead of having someone unqualified or inexperienced directing production, a consultant can help you implement standards so all parties are more competent and cohesive.

One of my biggest areas of concern is when businesses aren’t monetizing the amount of time they’re spending on trial and error. Having an internal employee post on social media or write blogs just isn’t efficient. It’s not their main responsibility and typically not even in their job description. Failing to analyze the additional amount of time spent in these areas can be detrimental to your forecasting.

The same goes for managing contractors or freelancers. A brand consultant should be experienced in these fields as well as knowledgable of your company values, voice, and vision. Playing the middle man enables other employees to focus on their responsibilities. In more ways than one, a consultant’s job is to help companies save money. This is a crucial element.

Business owners don’t need to continue wearing a number of hats. Not only will a brand consultant help you organize your messaging and how it’s being promoted (regarding company standards) but they’ll guid you towards a peace of mind that creates improved efficiency in other aspects of the business (processes, sales, training, partnerships, customer facing positions). Now, that’s cost effectiveness.

4. Brand Consultants Eliminate Wasteful Initiatives.

One of the most powerful ways a brand consultant can help save companies money is by reconfiguring current endeavors. If your business is using internal employees or those not qualified (as mentioned in #3), then there’s probably a number of errors occurring. Not only is this costing you money on a daily basis, but avoiding areas of opportunity. This is where honest feedback and experience carries weight.

One of the most effective ways a consultant can address this is by strengthening a current ad strategy. From my experience, there are so many companies invested in poorly managed (or un managed) PPC campaigns. This is literally draining their capital. Analyzing and implementing a more specific strategy that aligns with authentic brand values not only increases conversion rates, but drives down click costs.

Moreover, there are plenty of other ways a consultant can address lackadaisical marketing. If you’re currently posting on social media, but chasing likes or shares without purpose, then a consultant can help you identify this – and present a solution. Moreover, they understand how to avoid certain verticals that are irrelevant and they position direct messaging that generates clicks with intent.

At the end of the day, it’s a consultant’s job to get everything in order to ensure companies save money and make more of it.

Happy Monday everybody, Jordan Trask here of PreFocus – and that’s exactly what I help you do, prefocus before spending any money on your brand.. Now, I wanted to start this week off right as I’ve taken a little bit of time off from my podcast. I’ve been meeting with some really insightful people that take branding to another level. Whether it’s implementing your strategy, your voice, or your brand persona internally in order to develop a strong culture that people are attracted to and intrigued by – or the cognitive aspect where you’re transitioning branding into an advertising campaign or marketing strategy (online or offline).

As I’m putting the next podcast together, I wanted to begin a Monday thought starter to inspire a couple businesses that aren’t sure where to begin with their marketing efforts. I was a part of a marketing workshop for the Chamber of Commerce in Glendale, AZ last week and we really went down the entire process of developing a marketing strategy. We discussed planning it out and what it really looks like in real time. We talked about how many moving pieces are actually involved and how messaging can really leverage consumer engagement and even improve conversion rates.

But when it comes to small business, some don’t have that big budget that allows them to expand their marketing and branding into different channels and be able to measure their return adequately. This also hinders them from expanding the successes they’ve had into other areas, whether that be on or offline. So, I just wanted to try to just inspire some of you this week if you’re not really sure where to begin.

I challenge you to use social media (or other platforms like your onsite blog) to harness your value, originality, and authenticity as a brand, company or small business. You know, take pictures of your people. Try showing your happy customers and the enjoyable experience they’re partaking in. Show your vehicles or showcase your facilities and anything else that’s easy to capture and promote on your own. These things should be easy to discuss because it’s specifically what makes you authentically you.

Don’t ever be afraid to take things to the next level by explaining the differentiation of your services or products. What makes you different? What makes you more valuable or more interesting to your target audience. How can you stand out amongst your competition? Take some time to really identify and define your ideal target audience and figure out who or what resonates with them the most. These are all small things that you can do internally with a small team or as a CEO and president of your company.

Don’t be afraid to take pictures, even if they’re selfies. Highlight your people enjoying what they do and do your best to capture the passion they relay. When companies convey happy employees that love providing the branded value, they’re essentially establishing trust with consumers. That’s the easiest way to get on social media and really draw people to your brand. They’re going to want to become a part of the culture you’re establishing. The best part about it is it’s free, you can do it yourself. You can type an authentic message that has something to do with a certain situation that your audience can relate to. This creates a trustworthy perception that makes your company more believable.

As always, I endorse a prefocus as purpose means everything in marketing. I urge you to not invest in wasteful initiatives and activities that really draw people away from the validity of your brand.

I had a great discussion with Lee Griffith earlier this week regarding an upcoming podcast we’re planning for. After coming across each other’s business models, we were both intrigued by the level of authenticity we consistently speak on. Lee has extensive experience in company culture analysis and specializes in corporate behavior coaching, career development, and team building.

Amongst many other things, we discussed the benefits of building an insightful brand. Not only am I committed to providing clients with a thorough understanding on how to voice and engage their value, but I want to give them an option to implement their vision internally. This is where Lee and I’s passion collided exponentially.

Understanding Where Society is Today.

As our conversation trickled into areas of sustainability and empathy, we realized that our societal culture has slowly been shifting towards selfish ambition. We live in an age where a large portion of companies focus on “what’s in it for me?” With the expansion on online media and news coverage, people seem to receive a slighted version of reality on a continuous basis. We’re being told what’s acceptable, what we should accept, and what we can’t say. We’re also being criticized for authentic perspective, no matter the stance.

Not only is there a workforce divide between millennials and Gen X, but there’s a lack of respect for authenticity – and even authority. The  clash between cultures is ignorant as both haven’t the slightest idea of the experiences that drive the other. Not only are corporations increasing their stinginess, but inflation and job satisfaction are ruining some of these experiences.

Taking a Look Today’s Work Culture.

People are becoming more and more unwilling to be their authentic self. There’s a new sense of anxiety that comes with employment even though most are willing to conform in order to keep their jobs. This isn’t healthy and creates justifications for employees to act out of character or lash out against authority.  It most definitely hinders personal and corporate growth. Establishing the parameters of your business and setting expectations for brand voice and persona not only creates a fulfilling aura, but satisfies customers a lot better.

If you take a look at today’s hiring processes, it tends to surround experience and accomplishments. Cultural fits aren’t considered often and turnover continues to increase. So why is this? It’s because value is being based on, “what can you do for me.” To take things further, most companies want to know how far prospective employees are willing to bend for the company that pays them. What do you think would happen if you define the persona of your ideal applicant and allow prospects to qualify themselves?

Why Value is Being Lost in Business.

Since most of the workforce is searching for occupations that garner the most money, we’re starting to see the ramifications when they aren’t able to allocate a fulfilling opportunity. We’re seeing more and more young people turn to entrepreneurial opportunities without the experience necessary to succeed. Therefore, brand promises are being broken due to business owners chasing revenue instead of supplying value. In effect, it’s ruining many customer experiences.

But, before you think I’m placing the blame on business, society isn’t helping. People are becoming more needy and selfish as convenience has been shoved in their face over the course of the last decade. With not much mediation, who’s willing to give? Well, in my opinion, it starts with the work culture that most everyone is engrained in. So how can we address this ongoing epidemic?

Defining Company Culture Through Branding

Some of you are going to think: “Man, who’s this guy think he is?” That’s OK – I’m not here to make everyone sing and dance towards change. I’m simply looking to speak on my experience and the reasoning behind the brand I established. You see, in order for me to define my value, I need to identify the audience I’m trying to reach. If you happen to be reading this article, it’s very likely your brand culture sucks. Either you’ve realized this, or you can’t seem to hold onto employees.

Why a Clearly Defined Brand Excels.

In most cases, you’ve looked for ways to enhance the culture you’ve developed. Whether that be providing more incentives, discounting prices, or even conforming a little to hold onto high performing people. Hey, at least you want to address things! The problem is, you’re not defining your brand and setting expectations on the front end. No matter how many benefits you stack on top of each other, people will always look elsewhere when the experience isn’t fulfilling to them.

If the purpose of your company isn’t pumping through the veins of your people, then you’re doing them a disservice. It’s very unlikely that they’ll buy in. As a matter of fact, you’re doing yourself a disservice! This is the stigma surrounding the “neediness” of millennials. Whether you want to believe it or not, employees want to be apart of success and providing value. They want to go home and know they accomplished something rewarding instead of dreading doing it all over again the next day.

If you haven’t clearly defined the value you’re company provides, then a sense of emptiness is inevitable. People long to be their authentic self, and until companies are able to conform a little and meet them in the middle, they’ll continue to search for the perfect employee while experiencing disappointment in results.

How You Can Begin Implementing a Branded Culture

Although this may seem like a fairly simply analysis that is easy to fix, I urge you to take this seriously. Try asking yourself these questions:

• What is the origin behind your company or what was the main problem you set out to address?
• What is the type of service you envisioned when you first launched?
• Are you currently executing this vision and finding people capable of doing the same?
• Can you look in the mirror and acknowledge you’re chasing revenue instead of empathy for those around you – for those supporting you – for those spending money with you?
• Can you take the ideal characteristics (or competencies) of your brand and relay them as a standard?
• What does success look like for your company and how can your people be a part of it?
• Do you want to develop a unique brand that relays a sense of authenticity and attracts talented individuals that are willing to take a pay cut to experience what your company has to offer?

I’d love to give you all the answers, but that would require an extensive amount of discovery. Every business is different. Every company experiences their fair share of failures. The brands that are able to pivot and find a way to provide value (even if they’re not the most profitable) tend to be the most rewarding. As society continues to evolve, companies with the most empathy for their customers and employees will experience the fulfillment of business they long for on a daily basis.

My Passion For Your Success is Real.

Don’t believe me? Try scheduling a quick call with me to see where your opportunities lie. Taking the time to define your brand and corresponding company culture will allow you to find more ways to invest in the performance of your people while catering to the needs of your customers. Once you commit yourself to the process, you’ll quickly realize how easy it is to develop trust and loyalty.

At the end of the day, providing clarity and setting expectations for the value propositions you’re making will set you up for success more than you think. Whether you need a simple consultation by a brand advisor to help you get on track or you’d like to enroll in the program Lee and I are developing – investing in your brand is the right move. Just don’t be wasteful in the meantime as your ideal culture awaits.

1. Brand Authenticity

First and foremost, I believe in truly being authentic. Customers want to know who you are and who they’re doing business with. They want to know what your values are and why. They want to know what your company’s purpose is and how you came into fruition. But, most importantly, consumers want to know what your core competencies are and how you’re able to execute them differently than your competition.

Is the Brand Misleading?

In addition to the reasoning behind your launch, potential customers are looking for reassurance their money is well spent and they can trust you. As consumers become more aware of selling tactics, they want to know if there’s a catch. Are they going to have to upgrade or spend more? If they download a “free guide,” is there really going to be powerful information or simply more sales funnels. Especially online, users are beginning to recognize slanted selling tactics and want straightforward answers with actual solutions to their needs.

What are the Brand’s Incentives?

This doesn’t just include cost. Do you have a cause? Is there something you do that gives back to others? Are you reinvesting a percentage of revenue back into the company or towards a customer benefit? Is there a quality culture that you’re attempting to build and maintain over time? Are you transparent or convincing enough so they know you’re putting their money to work? All of these incentives will play a role in how trustworthy or appealing your brand is.

What About the Customer Experience?

Being authentic strikes a nerve that creates a vulnerability for critique – but authenticity also shows you’re committed to developing a quality brand your customers can trust and grow with over time. As soon as you seem phony or people perceive you as impersonal, not original, or cheap – you lose your unique authenticity. Often times, brands reach for ways to gain acceptance by literally mimicking others. Not only does this prove you’re disconnected from the customer experience, but disinterested in them. Instead of trying so hard to garner attention, why not promote authentic content that showcases your unique value? You can do this by simply telling your story..

2. Staying Relevant with Your Branding.

The second key to a successful brand is relevancy. If all of your promotional messaging or content doesn’t tie back into your value or objectives – then it’s lacking purpose. Although it may seem like quantity gives you the best chance, you’re potentially ruining the perception of potential customers. Taking the time to strategically place your brand with relevant copy and imagery allows viewers to define your brand and recognize your message when they come across it.

As aforementioned, generating authentic content instead of replicating similar brands will give you an advantage over your competition. For the most part, no business is the same, and it’s not only important for you to define your audience but taylor initiatives to them.

Relevancy enables potential customers to define your identity. It may sound cliche, but establishing your own niche and staying within your boundaries is a powerful way to gain brand recognition. When you’re able to allocate the values of your specific audience and only cater to their wants and needs, you begin to develop loyal following that supports your brand personality or identity.

3. Quality Presentation & Clarity Matters.

The third key to branding successfully is a quality. This is pretty self explanatory as low quality promotions tend to create a low quality perception. Although this may not cross the minds of sustained companies that rely on loyal customers, the expansion of online search and competition should generate a reconsideration. Eventually these smaller companies are going to come after your loyal fan base.

Quality Brand Messaging

When I initially think of quality, I don’t immediately turn to imagery and design – as these are secondary, in my opinion. Grammar, spelling, confusing (or convoluted) messaging can be just as big of a turn off. Consider two side by side podiatrists in an ad directory with the same message. One is clear and precise to the needs of it’s patients and the other tried to cram as many benefits, features, reasons into their limited dimensions. Nine out of ten times, the direct message providing sought value is going to resonate better.

Quality Brand Imagery

Imagery also plays a big role in quality control. Using the same example, imagine both podiatrists used the same message, but one used a picture of a general patient smiling with a doctor. The other used an actual image of their podiatrist examining a real patient’s foot? Do you think the potential patient looks forward to taking a selfie with a random doctor or experiencing the satisfaction or happiness of being treated by real doctor John who loves what he does? Up to you, I suppose..

Quality and Cohesive Brand Design

Design also needs to be considered. Now, I don’t necessarily mean a highly technical design needs to be incorporated in order to maximize your return, but cohesive branding needs to be executed. Although this may sound silly to some, matching the designs of your business card, letterheads, templates, flyers, emails, and social media posts, (even imagery editing) creates a memorable experience for the viewer. Remember, branding is about establishing your company and becoming recognizable. You’re hindering the effect you can have by not paying attention to quality presentation and simple design elements.

4. Consistently Relaying Your Brand Message.

The fourth key to branding successfully is consistency. In order to build loyalty and trust, you have to be purposefully consistent with your message, values, promise, and voice. Once you decide to invest in branding your company properly, you have to dedicate yourself (and everyone else representing the brand) to promote the same message and value across all touchpoints and channels.

Most importantly, you need to incorporate your brand initiatives into your marketing plan. Whether that may be blogging, advertising, social media posts, or marketing materials – implementing your voice within these channels is imperative. Especially when you’re catering to each level of the sales cycle – which we’ll get into more on a future podcast.

No matter if you’re involved in guest speaking, networking events, or any of opportunities to relay your brand purpose – you have to be consistent and believable at all times. This was hard for me to do when I first launched my company as I was initially chasing revenue. Taking the time to identify and streamline my message has allowed me to become more efficient with my pitch and solidify my services – and stick to the value I can provide my clients with on a consistent basis.

5. Committing to Branding.

The last successful branding key is commitment. Aside from marketing, you need to ensure you’re people are educated on your brand and being ambassadors at all times. Setting the guidelines for representation will not only solidify expectations but it creates clarity and a culture that people understand and support. Remember, your employees tend to be your first line of defense, and if they’re not being held accountable for brand standards then you’re doing your company a disservice.

This also goes for your marketing team. Take the time to figure out how each marketing campaign ties in and determine how you’re going to commit to monitoring your a plan. Make sure that measurement management follows the guidelines of your brand voice as well.

Committing to branding isn’t something that can be done overnight, but the return and loyalty you’ll receive will make the investment worthwhile. Essentially, it’s up to you how your brand is perceived, but staying true to your brand identity allows you to zero in on your value and execute the corresponding customer process.