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Getting Help: What to ask the branding guru

apple on keyboard
If you are owned by Apple products, you probably have a love/hate relationship with the Genius Bar. I’ve always found that Apple has good tech support and, with the advent of its retail locations, the Genius Bar takes that up a notch.

The challenge is that when I need the Genius Bar, I am likely [pick one] in a bad mood, in crisis, in mourning, on deadline, in utter confusion or just absolutely frustrated to tears. I may not be in the best state of mind to realize the value of what I am getting or prepared to take advantage of the experience. However, once my name rolls up on the board, getting the help I need is all about asking the right questions.

The same holds true when you realize it’s time to brand your business or resuscitate your existing brand. Choosing the right path to achieve your goal can be confusing, frustrating and overwhelming. When you attend your first scratch ‘n sniff meeting with a brand consultant, it’s important to get a read on how well you might work together and what role you want to play. Being prepared with some basic information before it’s your turn with the Branding Guru will make for a more fruitful session.

  • Be Realistic
    Present an honest perspective on the state of your brand, its strengths and weaknesses
  • Focus
    Define your expectations and goals. No one can hit a target, if they don’t have a clue where to aim.
  • Identify Your Ideal Customers
    Knowing the interested parties helps set parameters for the scope of the project.
  • Discuss Your Budget
    The budget will affect how the blueprint is drawn to achieve your goals.
  • Bonding on Branding
    Do you get a sense of trust, passion for your project, talent you admire and a feeling of mutual respect? If so, you have the basis for a constructive working relationship with the brand consultant.

Once you feel comfortable, it’s time to play Ask the Oracle. The most frequent questions are “How much does it cost?” and “How long will it take?” The real question you want answered is, “How will you discover and showcase my brand value?”

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Before You Brand

  • Unsure about how to select a branding consultancy?
  • Afraid to get taken by fast talking agency types?
  • Prepare yourself for branding success with this guide.

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