From a brand consultant, you need a straightforward, uncompromising approach to resolve the core issues. More importantly, you need actionable insights and creativity.
You don’t need to be asked ‘if you feel like a tree?’ You do need to be clear on what needs to be addressed for your brand to succeed. That means succinctly defining the simple good idea that differentiates you, is compelling, and ensuring you can deliver it.
In service-based businesses, people are the brand. Branding is therefore not just about identity and communications but also about its people and how they can effect change.
If you wish to be a brand driven business, then the brand development process must be robust enough to raise questions across the entire business, clarify simply what needs to be done and allow for creative insights and actions to take your brand to market.