Brand Strategy Consulting Guide 2025: Research, Positioning, Messaging, Architecture, Naming and Visual Identity
Brand Strategy Consulting Guide 2025: Research, Positioning, Messaging, Architecture, Naming and Visual Identity
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Brand strategy consulting defines who you serve, why you win, and how you show up across touchpoints. It covers research, positioning, messaging, brand architecture, naming, and visual identity. You need it to raise mental availability, reduce confusion, protect pricing, and turn growth plans into repeatable signals people remember.
Want a fast brand health readout and a plan you can ship in 90 days? Talk to a consultant
What Brand Strategy Consulting Covers
- Research. Voice of customer, category codes, competitors, and memory cues. See our strategy consulting services.
- Positioning. Clear promise, proof, and reasons to choose that sales and product can use.
- Messaging. Headlines, proof points, and a small set of claims that pass fact checks and work in sales calls.
- Brand architecture. Simple rules for master brand, lines, and products so buyers do not get lost.
- Naming. Shortlist creation, screening, legal checks, and linguistic review using public sources and counsel.
- Visual identity. Distinctive codes such as color, shape, type, and layout patterns that repeat everywhere.
Why It Matters Now
Most buyers are out of market
LinkedIn B2B Institute highlights the 95 and 5 view and the need to build memory for future demand.
Brand equity links to growth
Kantar’s Meaningful Different and Salient framework ties equity to penetration, price power, and share.
Consistency lifts revenue
Studies report up to a 23% revenue lift when the brand shows up the same way across channels.
Codes drive recall
Distinctive assets support mental availability that makes a brand easy to think of and easy to find.
| Finding | Figure | Source |
|---|---|---|
| Out of market buyers dominate most of the time; brand building must reach future buyers | About 95 and 5 split | LinkedIn B2B Institute overview and How B2B Tech Brands Grow PDF |
| Brand equity that is meaningful, different, and salient links to penetration, price power, and future growth | Positive ties to share and pricing power | Kantar MDS explainer and BrandZ Global |
| Consistent brand presentation relates to revenue gains across channels | Up to 23% | Demand Metric study and Marq summary |
| Distinctive brand assets help build mental availability | Priority for salience | Ehrenberg Bass overview |
| Naming requires clearance searches to reduce conflict risk | Use USPTO and counsel | USPTO search and USPTO clearance guidance |
These sources support the case for brand strategy consulting and give a base for measurement and decisions.
A 30 60 90 Day Brand Plan
- Days 1 to 30. Run ten interviews, a simple survey, and a quick code audit. Draft positioning and three message pillars. Map the current brand architecture and name conflicts.
- Days 31 to 60. Test two headline options and a value proof page. Decide on architecture rules and naming shortlists. Define three codes to repeat in all media.
- Days 61 to 90. Ship the message, update core pages, sales deck, and top journeys. Train teams, set a small scorecard, and review weekly.
How We Run Brand Strategy Consulting
- Work with strategy and growth. Brand choices support goals and pricing moves. See strategy consulting services.
- Coordinate with product and digital. Codes and claims show up in key flows. Visit digital and technology.
- Connect to customer experience. Messages and tone appear in care and sales. Read improving the customer experience.
- Make architecture simple. Clear rules reduce waste and confusion across lines and markets.
Need a practical brand plan you can ship in 90 days?
Brand KPIs That Leaders Track
- Recall and reach. Prompted recall of the brand and core claim in the right category.
- Distinctive asset use. Share of creative that uses the top three codes.
- Pipeline impact. Lift in qualified demand and win rate on named use cases.
- Price power. Reduced discount rate where value proof is used.
Related Reading
- What Is Strategic Brand Consultancy?
- Strategy Consulting Services
- Digital and Technology Consulting Services
- Improving the Customer Experience
- Business Transformation Consulting Services
Sources
- LinkedIn B2B Institute. How B2B Brands Grow. https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow
- LinkedIn B2B Institute. How B2B Tech Brands Grow PDF. https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/b2b-inst-22/all/how-b2b-tech-brands-grow.pdf
- Kantar. Meaningful Different and Salient framework. https://www.kantar.com/inspiration/brands/what-is-the-meaningful-different-salient-framework
- Kantar. BrandZ Global. https://www.kantar.com/campaigns/brandz/global
- Demand Metric. Impact of Brand Consistency. https://d2slcw3kip6qmk.cloudfront.net/marketing/press/webinar/The-Impact-of-Brand-Consistency-Report-New_Cover.pdf
- Marq. State of Brand Consistency. https://info.marq.com/resources/report/brand-consistency
- Ehrenberg Bass. Distinctive Asset Measurement. https://marketingscience.info/research-services/distinctive-assets/
- USPTO. Trademark search. https://www.uspto.gov/trademarks/search
- USPTO. Clearance search guidance. https://www.uspto.gov/trademarks/search/comprehensive-clearance-search-similar-trademarks
About the Author
Aykut Cakir, Senior Partner and Chief Executive Officer, has a demonstrated history in negotiations, business planning, business development. He has served as a Finance Director for gases & energy, pharmaceuticals, retail, FMCG, and automotive industries. He has collaborated closely with client leadership to co-create a customized operating model tailored to the unique needs of each project segment in the region. Aykut conducted workshops focused on developing effective communication strategies to ensure team alignment with new operating models and organizational changes.
