Branding the consulting product

Article June 2001

PM Network

Jaenicke, Barbara

How to cite this article:

Jaenicke, B. (2001). Branding the consulting product. PM Network, 15(6), 37–39.
A well-defined product brand is one of the keys to attracting customers in today's crowded marketplace.Successful branding is not only one of the drivers of product success, but a growing trend in the consulting profession as well.The article discusses how branding works with regards to consulting services, and explains how companies go about creating a brand.Effective brands express a company's vision both internally--through corporate culture, upper management behavior, and employee training (for example), and externally--though the company's advertisements, marketing, and promotion.EM2 Design, a brand identify firm, uses a brand development process that begins with confidential, individual interviews, which it then uses to dialogue with the client about how best to express their brand identity.
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