Branding and rebranding in consulting: important aspects and meaning
Branding and rebranding play a key role in the success of a consulting company. The competition in the consulting market is great and in order to be offered, companies must clearly broadcast their uniqueness, values and benefits.
Branding in consulting
Branding is the process of creating a company's identity, including visual style, mission, values and brand voice. In consulting, this is especially important because clients buy not only services but also trust.
The basic elements of branding are:
- Unique selling proposition (USP):What
- Visual identity: Logo
- Tone of communication: Messaging
- Values and missions: What
Branding helps companies stand out from competitors, build trust and form long-term relationships with customers.
Rebranding: when is it necessary?
Rebranding is a change to an existing one, designed to better align with new strategies of policy makers, customer needs or brand changes in the marketplace. In consulting, rebranding can be particularly relevant in the following cases:
- Achange in strategy: on
- Perception problems: if the brand is associated with conservative practices or poor performance, rebranding can help change the image.
- Merger or commitment: in such circumstances, it is often necessary to incorporate the values of two companies into one brand.
- Visual style refresh: To maintain a modern look, especially in the face of rapidly changing looks.
Example of a profitable rebranding
Many consulting companies have gone through rebranding. For example, PwC rebranded itself in 2010, dropping the name PricewaterhouseCoopers and simplifying it to a short acronym. This made the brand more modern, easily recognizable and understandable to new clients.
Conclusion
Consultancy branding and rebranding are not just marketing tools, they are strategies to control a company, increase its competitive advantage and strengthen customer relationships. Regular branding not only allows you to maintain relevance in the marketplace, but also build long-term trust.
