The Appropriate Time to Seek Advices From a Brand Design Consultant
When it comes to brand design, many people's first reaction may be that it's only for large companies, but in fact, every business, regardless of size, should seek the advice and assistance of a brand design consultant at the appropriate time. Building a brand is not something that can be accomplished overnight, but rather requires long-term strategic planning and execution. Especially when a company is at a critical stage of development, seeking the help of a professional brand design consultant is an indispensable and crucial key.
According to a "Brand Strategy and Design Research Report" released in August 2023, as many as 72% of companies say they will hire a brand design consultant to provide professional advice during critical periods or moments of their company's growth. These periods usually include:
1. When the company is newly established: In the early stages of a company's establishment, the establishment of the brand image and identity system is crucial. This is the best time to seek the help of a professional brand design consultant, as they can assist the company in establishing a clear brand positioning and visual image, thereby helping the company stand out in the market.
2. When the company is undergoing transformation or restructuring: At critical turning points in a company's development, such as changing its business direction or merging and integrating, the company needs to re-examine its brand positioning and image to reflect the company's new look. Seeking the assistance of a brand design consultant can help the company navigate the transition period and maintain customer trust.
3. When the company is expanding or entering a new market: When a company plans to expand its business to new regions or fields, the dissemination and localization of the brand image need to be emphasized. Brand design consultants can provide targeted suggestions to ensure the brand's successful landing in the new market.
4. When the company is upgrading or replacing its products or services: When a company launches a brand-new product or service, how to ensure that the brand image matches the product/service is a major challenge. Brand design consultants can take an overall perspective and help the company grasp the rhythm and direction of brand upgrades.
In addition to the above critical periods, companies may also encounter some difficulties in their daily brand management that require the professional assistance of brand design consultants, such as:
1. The brand image is becoming increasingly vague or lacking in recognizability: Over time, the company's brand image may become boring or unattractive, and it needs to be reshaped.
2. The brand communication is ineffective: The company's brand message fails to be effectively conveyed to the target customer group, and the brand communication strategy needs to be re-examined.
3. Brand extension is hindered: When a company attempts to extend its brand to new products or service areas, it may encounter some obstacles, and professional advice is needed.
4. The corporate culture and brand image are out of sync: As changes occur in the company's internal operations, the corporate culture may no longer be consistent with the existing brand image, and integration is required.
In summary, regardless of what stage of development a company is in, seeking the advice and assistance of professional brand design consultants at the appropriate time can help the company better grasp the direction and pace of brand building, and enhance the brand's market competitiveness.
According to the "2023 Brand Design Trend Report," the average service fee of a professional brand design company is around 150,000 Hong Kong dollars, but the actual cost will vary depending on the depth and breadth of the service content. Some well-known brand design consulting firms, such as Landor, Interbrand, and Brand Union, typically have higher average service fees.
However, even for small and medium-sized enterprises, the investment in hiring a brand design consultant is worthwhile. A successful brand image not only enhances the company's reputation and visibility but also brings long-term business value. According to the "2022 Brand Value Report," in renowned brand companies, brand value accounts for more than 30% of the company's total market value on average.
Therefore, when a company is at a critical stage of development or facing brand management difficulties, seeking the assistance of professional brand design consultants is undoubtedly a wise choice. They can leverage their professional brand analysis and design capabilities to help the company establish a unique and cohesive brand image, and provide guidance for the company's long-term development.
何時要尋求品牌設計顧問的建議？
一提到品牌設計，很多人第一反應可能會認為這只是大公司的事,但其實每家企業，不管大小，都應該適時尋求品牌設計顧問的建議和協助。品牌建構不是一蹴而就的，而是需要長期的策略性規劃與執行。尤其是當企業處於關鍵發展階段時，尋求品牌設計專業顧問的協助,更是不可或缺的重要關鍵。
根據2023年8月發布的一份《品牌策略與設計研究報告》，有高達72%的企業表示，在企業成長關鍵時期或關鍵時刻，都會聘請品牌設計顧問提供專業意見。這些時期通常包括：
1. 企業新創立時期：企業成立之初，品牌形象和識別系統的建立至關重要。這是尋求專業品牌設計顧問協助的最佳時機，因為他們能夠協助企業建立清晰的品牌定位和視覺形象，從而有助於企業在市場上脫穎而出。
2. 企業轉型或重塑時期：在企業發展的關鍵轉折點上，如改變經營方向、併購整合等，都需要重新審視品牌定位和形象，以反映企業的新面貌。這時尋求品牌設計顧問的協助，能幫助企業順利度過轉型期，維繫住客戶的信任。
3. 企業擴張或進入新市場時期：當企業打算拓展業務至新的地域或領域時，品牌形象的傳播和本地化都需要格外重視。品牌設計顧問能夠提供針對性的建議，確保品牌在新市場上的成功落地。
4. 企業產品或服務升級換代時期：當企業推出全新產品或服務時，如何讓品牌形象與產品/服務相匹配，是一大挑戰。品牌設計顧問能夠從整體視角出發，為企業把握好品牌升級的節奏和方向。
除了上述關鍵時期,，企業在日常的品牌管理中，也可能會遇到一些困境，需要尋求品牌設計顧問的專業協助，例如：
1. 品牌形象日漸模糊或缺乏辨識度：隨著時間推移，企業的品牌形象可能會變得無聊或者缺乏吸引力，需要重新塑造。
2. 品牌溝通效果不佳：企業的品牌訊息無法有效傳達給目標客群，需要重新審視品牌溝通策略。
3. 品牌延伸受阻：當企業嘗試將品牌延伸至新的產品或服務領域時，可能會遇到一些阻礙，需要尋求專業意見。
4. 企業文化與品牌形象脫節：隨著企業內部運營的變化，企業文化可能已經與現有的品牌形象不符，需要進行整合。
綜上所述，不管企業處於何種發展階段，適時尋求品牌設計專業顧問的建議和協助，都能幫助企業更好地把握品牌建設的方向和節奏，提升品牌的市場競爭力。
根據《2023年品牌設計趨勢報告》，一家專業品牌設計公司的平均服務費用在150,000港幣左右，但實際費用會因服務內容的深度和廣度而有所不同。一些知名的品牌設計顧問公司，如Landor和Pentagram其平均服務費用通常更高。
不過即使對於中小企來說，聘請品牌設計顧問的投資是值得的。因為一個成功的品牌形象不僅能提升企業的知名度和美譽度，還能為企業帶來長期的商業價值。根據《2022年品牌價值報告》，在知名品牌公司中，品牌價值平均占到企業總市值的30%以上。
因此，當企業處於關鍵發展階段或面臨品牌管理困境時，尋求品牌設計專業顧問的協助，無疑是一個明智的選擇。他們能夠運用專業的品牌分析和設計能力，幫助企業建立獨特、具有凝聚力的品牌形象，為企業的長期發展保駕護航。