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Brand Consultant Duties and Responsibilities

Specific job duties for brand consultants vary based on their employer. However, there are several core tasks common to all brand consultants, such as:

Develop Identity Brand consultants work with leaders of the companies they serve to discuss the organization's objectives. By learning all they can about a company's products, services, and mission, brand consultants can begin formulating ways to establish the firm's identity.

Strategize Once brand consultants understand their clients, they can develop ways to convey image and information to a specific demographic. For instance, if a clothing manufacturer wants to portray itself as the trendiest line of apparel for teens, how can it go about reaching that target audience? What mixture of online presence, print and television advertising, and other methods might work best? What logos and slogans would promote the image? What feeling does the website generate?

Research Market and Competitors When developing plans, it pays to know what others are doing. Looking at how competitors portray themselves and through which means provides a basis for comparison and reveals whether your brand plans are unique enough to stand out. Brand consultants also do homework on issues such as keyword usage, spending patterns, the best social media platforms for reaching particular demographics, and market trends.

Manage Details Brand consultants are concerned with the whole "package." They play a role in selecting logos, deciding color and packaging, writing advertising copy, pricing products, and determining where items are sold.

Evaluate Efforts Companies want to know how well their branding efforts are working. Brand consultants look at various sources to judge effectiveness. They may examine sales figures, market shares, or comments on social media. They may compose surveys or conduct opinion panels to see if customers recognize the brand's name and how they feel about the organization's products and services.


Brand Consultant Skills and Qualifications

Brand consultants are exceptional written and verbal communicators. They interact with a range of people while performing their job, so strong interpersonal skills serve them well. They must also know how to "read" those they wish to reach with their branding efforts in order to grasp that group's attention. Other skills critical to getting the job done include:
  • Creativity - finding novel, exciting ways to develop a brand and get its message out there can make all the difference to a marketing campaign
  • Media and online savvy - deep and up-to-date knowledge of which communication channels are most effective to achieve a desired outcome presents the best chances for success
  • Multitasking skills - brand consultants field demands from various sources and need to prioritize requests
  • Teamwork - successful branding campaigns require collaboration between several departments
  • Attention to detail - brand consultants make certain every detail gets the proper attention and that nothing slips through the cracks

Brand Consultant Education and Training

Brand consultants possess at least a bachelor's degree in a field such as marketing or business. A graduate degree can increase employment prospects. As a higher-level position, candidates typically present resumes with a good deal of previous experience in roles such as sales, advertising, or product management.

Brand Consultant Salary and Outlook

The median salary for brand consultants, according to PayScale, is about $53,000 per year, with the average salary coming in at about $44,000 annually. The salary range for this role is vast, and individual salaries vary significantly based on a person's level of seniority and the company for which they work. Performance bonuses may be a part of the total compensation package. The Bureau of Labor Statistics reports that demand for advertising, promotions, and marketing managers, which includes brand consultants, will grow 10 percent annually through 2026. This faster-than-average growth will result in some 24,000 openings during that period.

Helpful Resources

As you continue to explore what's involved in becoming a brand consultant, here are some sources of further information that may be of interest:

American Branding Association - founded in 2001, ABA serves as a networking hub for anyone involved in branding

Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible - covering such topics as why identity matters, creating your brand identity, and telling your story to the world, this Amazon best-seller gets rave reviews for its insight and utility

Brand Thinking and Other Noble Pursuits - get a handle on the state of modern branding with this book filled with interviews of notables in the field

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design - touted by readers as "fresh and relevant" and "a book that cuts to the heart of what brand is all about," aspiring brand consultants stand to learn a great deal from seeking out this publication

Branding Strategy Insider - stay up-to-date with industry trends through this website that promotes itself as a leading source of "insight, inspiration, and innovation, uncovering the ideas and techniques of the thought leaders and practitioners driving brand leadership today"

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