CONSULTEX provides strategic consulting to companies that want to build a new brand, strengthen an existing one, clarify its positioning, restructure their brand portfolio, or prepare the brand for expansion into new markets and product categories.
When is Brand Management consulting needed?
Brand Management consulting is typically required when:
- the brand’s positioning is unclear or no longer aligned with the company’s strategy;
- the brand is insufficiently differentiated from competitors and communication is inconsistent;
- the company is preparing a rebranding, a brand extension, or the launch of new brands;
- the product and brand portfolio has become difficult to manage;
- the company is entering new segments, product categories, or markets;
- the brand identity and key messages are applied inconsistently;
- the company lacks clear indicators for evaluating brand performance.
What does the CONSULTEX service include?
Brand audit and diagnosis
We assess the current state of the brand, including its positioning, differentiation, consistency of identity and communication, customer perceptions, and alignment with the marketing strategy.
Where a broader assessment is required, branding can be reviewed as part of our Marketing Function Audit service, which helps identify strengths and weaknesses across the company’s entire marketing system.
Brand strategy and positioning
We support the development or revision of the brand’s strategic foundation, including:
- target audience and relevant customer needs;
- positioning and differentiation;
- brand promise and Reason to Believe;
- brand mission, vision, and values;
- brand personality and Brand Essence.
Depending on the complexity of the project, these elements can be structured using tools such as Brand Key and Brand Platform.
The objective is to create a coherent strategic foundation that guides the brand’s identity, communication, and further development.
Brand identity and Brand Book
CONSULTEX supports the definition of strategic requirements for the brand’s verbal and visual identity and can coordinate the development or optimisation process together with the specialists or agencies involved.
We also provide support in structuring the Brand Book and the rules required to ensure consistent use of the brand across communications, sales materials, digital channels, and other customer touchpoints.
Brand portfolio and brand architecture
For companies managing multiple products, sub-brands, or business units, we provide consulting on structuring the portfolio and defining relationships between brands.
The scope may include:
- the roles of the corporate brand, master brands, sub-brands, and product brands;
- brand hierarchy and architecture models such as Branded House, House of Brands, Endorsed Brands, and Hybrid;
- how Brand Equity is transferred and protected across the portfolio.
This area is particularly important for FMCG companies and corporate groups.
Brand extensions
We assess the potential of brand extensions, taking into account alignment with brand positioning, dilution risk, cannibalisation, customer relevance, and the impact on the overall portfolio.
Brand communication strategy
We support the definition of communication principles that ensure consistency between the brand strategy and promotional activities.
Brand Governance
For companies with more complex organisational structures, we can define the rules and responsibilities for brand management: who manages the brands, who makes strategic decisions and approves changes, how agencies are coordinated, and how brand consistency is maintained over time.
KPIs and brand performance monitoring
Depending on the company’s specific needs, we can define indicators for measuring awareness, perception, preference, loyalty, associations, and other relevant components of Brand Equity.
What does the company gain?
A professional Brand Management system helps the company to:
- clarify brand positioning and differentiation;
- maintain alignment between the brand, marketing, and business strategy;
- reduce the risk of poor decisions related to rebranding, brand extensions, and portfolio management;
- use communication and promotional investments more effectively;
- strengthen Brand Equity and the economic value of the brand;
- establish clear rules for the long-term development and management of the brand.
How do we work?
The CONSULTEX approach is adapted to the company’s specific situation and level of maturity. Not every project requires all components of the service.
Typically, the process follows these stages: Analysis and diagnosis → Brand strategy → Visual identity → Brand management system design → Implementation plan → Monitoring and adjustment.
CONSULTEX can work directly with the company’s management and marketing team and, where appropriate, coordinate strategic aspects with branding, design, research, or communication agencies involved in implementation.
Why CONSULTEX?
CONSULTEX approaches branding from a business, strategy, and management perspective, not only from a creative one.
Our approach provides:
- alignment of brand strategy with business and marketing strategy;
- structured analysis and well-founded decision-making before execution;
- integration of branding with the product portfolio, sales, and business development;
- independent consulting, separate from design and advertising service providers.
As a result, the brand is treated as a strategic asset that must be built, managed, and developed over time.
For a broader overview of concepts such as brand, Brand Equity, Brand Value, Brand Key, Brand Platform, and brand architecture, read the CONSULTEX blog article: “Brand and Branding: How to Build a Strong Brand and Why It Matters for Business Growth”
If you want to build a new brand, strengthen or reposition an existing one, prepare a rebranding or brand extension, or clarify your brand portfolio architecture, contact CONSULTEX.
We will analyse your company’s situation and identify the Brand Management solutions most relevant to your objectives and current stage of business development.