As a brand consultant, we help you define your brand and build a strategic plan that maps out the best possible future for your brand
Everyone should know what your brand should stands for, including every customer, employee, or partner. And they need to know the strategies that you are investing in so they know their role in delivering those strategies. As a brand consultant, we take on your most difficult challenges to unlock future brand growth and will help you find clarity by creating a brand your consumers will love.
At Beloved Brands, we start by defining your ideal consumer, and build a brand positioning that is balanced with functional and emotional benefits, create a brand idea you can stand behind. Then, we help you make decisions in building a strategic brand plan that everyone in your company can follow, behind a shared vision, purpose, key issues, strategies and tactical plans.
We believe the best answers are inside you. Our role as a brand consultant is to help you uncover those answers and make them smarter. We won’t give you answers. We prefer to keep asking challenging questions until you find your answers that inspire you and help your brand to grow.
1. Brand Positioning workshop
We help create a brand positioning statement and brand idea that sets up a brand concept that will help your brand win in the marketplace.
Detailed explanation of our brand positioning process
As part of our brand strategy consulting process, we start our brand positioning workshops by helping you define a focused consumer target profile with consumer insights, enemies, and buying behaviors.
From there, we use our consumer benefits ladder to move your thinking from product features to functional consumer benefits and emotional consumer benefits.
We find a winning brand positioning statement in a unique, ownable space motivating to your consumers. Then, we help you build a brand idea that becomes your brand’s 7-second pitch.
Then, we stretch the brand idea out across the five touchpoints to drive consistency throughout your organization, including the brand promise, story, innovation, purchase moment, and consumer experience. Finally, we take all this great work and turn it into a brand concept and a brand story that sets you up to execute and win in the marketplace.
2. Strategic Brand Plans workshop
We build a strategic brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards a brighter future of higher growth.
Detailed explanation of our strategic plan process
At the beginning of our strategic brand planning process, we start with a deep-dive business review to look at every aspect of the brand, including the marketplace, consumers, channels, competitors, and the brand. We use interviews with executives and customers, as well as conduct an audit of competitors and your brand’s work. From there, we summarize the drivers and inhibitors currently facing the brand, and the potential risks and opportunities in the future.
Our brand strategy workshop uses our Strategic ToolBox questions to open up your team’s thinking and help frame the key issues facing your brand. We lay out each element of the strategic brand plan with unique tools to inspire thinking and guide the writing of brand vision, purpose, values, key issues, strategies, and tactics. Once we finalize all the plan elements, we put the strategic brand plan on one page and a formal presentation.
3. Marketing execution coaching
Align your marketing execution behind a brand idea that tightens your bond with consumers and moves them through their buying journey
Detailed explanation of our marketing execution process
We believe the goal of any marketing execution is to tighten your bond with consumers and drive demand for your brand.
To focus your agencies, we start with a creative brief that uses the brand positioning and the strategic brand plan. The brief will focus any outside agency on developing smart, creative advertising and media decisions. We work with sales to find programs that work at the purchase moment through retail channels, packaging, e-commerce, direct selling, customer service, and merchandising.
Moreover, we work with product development to create an innovation process that brainstorms new ideas, turns them into concepts, looks at a testing and assessment method, and then builds and executes a launch program. At each decision point, we will advise you on the potential options.
With my 20 years of marketing experience, I offer coaching on any marketing execution, including advertising, media, innovation, in-store promotions, and internal communications.
We summarize everything into a brand book presentation to communicate with your team
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At Beloved Brands, we have worked as a brand consultant with some of the best brands across many industries and around the world, including the NFL Players Association, Shell, National Geographic, Slack, the Mayo Clinic, Pfizer, Alexion, Loblaws, Jack Links, Hershey’s, Capital One, Advil, Bush’s beans, 3M, Henkel, Shopper’s Drug Mart, the NBA, Reebok, Miller beer, Wise chips, and Honda.
As a brand consultant, we have done work in the US, UK, Canada, Australia, New Zealand, Germany, Saudi Arabia, Mauritius, the Maldives, China, and Thailand.
Examples of our brand consultant work engagements
- Advised the NFL Players Association (NFLPA) to create a new business model for the former players group and shifted the strategic focus of an internal sports agency to drive harder against strategy and innovation.
- Led brand planning workshop for the Asian region of Shell, then provided coaching on the brand plans for 11 markets across Asia.
- Brand consultant to a food brand on brand positioning statement, brand story and built a brand plan for the China and UK markets.
- Advertising coach to a major consumer packaged goods company, providing input to the strategy and creative advertising, working with both the brand leaders and ad agencies.
- Developed full brand strategic road map and brand plan for a major premium casual dining restaurant chain to establish a new brand strategy that led to launching new look/feel plus brand service values with all 6000 employees.
- Led the brand planning process for a healthcare company, coaching on a deep-dive analysis, discovering key issues, writing brand plans and positioning statements.
- Worked on new positioning strategy for a technology brand that shifted the concept results from the bottom 25th percentile into the strongest concept ever tested.
Graham robertson Bio
Meet Graham Robertson, founder of Beloved Brands
As the founder of Beloved Brands, Graham Robertson has been a brand consultant to the NFL Players Association, Shell, Pfizer, Honda, The Mayo Clinic, and many other organizations.
Graham advises leaders on defining their brand and figuring out the best possible future for their brand. He has trained some of the world’s best marketing teams. He will make your marketing team smarter, and you will see them deliver their best possible performance on your brand.
Graham brings his real-world marketing experience to his role as a brand consultant
Throughout his marketing career, Graham led some of the world’s most beloved brands at Coke, General Mills, Pfizer, and Johnson & Johnson, rising up to VP Marketing. He has been recognized for his contributions in marketing by winning Marketing Magazine’s Marketer of the Year award, as well as four Effie advertising awards.
In 2020, Graham was ranked one of the top ten CMOs by The Silicon Review and in 2021, he was recognized as one of the most inspirational leaders in business by Tycoon Magazine.
Phone: 416 – 885 – 3911