When to Hire a Brand Consultant

Most organizations have internal experts to manage the day-to-day business operations and marketing efforts. However, on occasion bringing in a brand consultant can be extremely beneficial. Here are five specific reasons to bring in an outsider to help with your problem or project.

1. You need to do something specialized.

There are always going to be tasks or projects that require unique skills, training, or experience that your internal team is not able to do or doesn’t have a lot of experience implementing seamlessly. In marketing and communications this might be related to research, brand refreshes, websites, marcom planning, or a variety of other specialized skillsets or big project undertakings. For most of these situations, hiring a consultant provides you with an instant expert at a relatively low investment. Rather than devoting time and resources to hiring new staff or training existing employees, a consultant can come in, do the work, and move on when the job is done.

2. Your team is large and needs facilitation.

If you have a large group of internal experts, it can sometimes be hard to manage the multiple goals, conflicting objectives, and general egos within the team. It’s also hard to participate in the process if you are leading the process. In these situations, you will benefit from the facilitation and organization that an outside consultant brings. Good consultants are experienced in working with large groups and diverse personalities. They have a knack for creating an atmosphere where all voices are heard, collaboration occurs, and consensus is gained.

3. There are political or charged issues that need navigating.

Sometimes the politics inside an organization make it nearly impossible to get anything done. This can be especially true when embarking on a rebranding project where some people may feel personally tied to the past brand and conflicted about moving forward. A good brand consultant will be a neutral third-party expert with no emotional ties to your problems or political roadblocks and can help with conflict resolution. They can be the voice of reason and help you identify and address issues in a manner that is not threatening or wrongly motivated. Their process can help you clear the air, define common goals, and leave your team with a new course of action.

4. You need fresh ideas and a new perspective.

It's easy to get stuck when you’re exposed to the same people, processes, and procedures day after day. Unfortunately, a “we always do it that way” mentality won’t move your brand or business forward. Bringing in a consultant can help you uncover new ideas and give you a means to reassess goals, explore new strategies, and reach agreement on the right tactics to accomplish your objectives. This can be especially helpful at the start of a year, the beginning of a new marketing project or brand launch, or during a business lull. Good consultants will inspire your team and get you back on track.

5. You want to signal or create big change.

An outside expert provides a level of authority that even qualified insiders just can’t deliver. If you need to convince your boss or leadership team that change is needed, sometimes it requires an outsider’s voice to break through existing barriers and convince insiders of new opportunities. Plus, taking the time to bring in an expert indicates that something is important and requires extra attention and expertise. This can set the tone and expectations for big things ahead.