A large number of companies opt for branding consulting services after a merger or an acquisition in order to consolidate their new business, believes Cristian Paul, a founding partner and creation manager with Brandient, a strategy and brand design consultancy.
Things are a little more complicated when it comes to entrepreneurs.
"They are businessmen who have the talent to spot opportunities, which is why it is more difficult for them to set goals. They are permanently seeking new opportunities," explains Paul.
Nevertheless, companies' attitudes towards branding have changed a lot lately.
When Brandient was founded five years ago, representatives had to give elaborate explanations about what they did, and found it hard to sell "intangible" values.
Today, Paul says he frequently gets asked specific questions about branding processes. "(...) Branding consultancy can be compared to visiting a doctor. You tell the doctor what bothers you, and leave it to the consultant".
Investment funds have the clearest objectives when it comes to branding, because a large part of businesses resort to this type of consulting services in the wake of a merger or acquisition.
The minimum period required to create a brand is three to four months, namely the duration between the moment the contract is signed and a definitive outcome.
At the same time a rebranding process takes at least six to nine months.
The creation of a brand or a rebranding process is followed by a follow-up period, during which the way the branding process is implemented at all levels is monitored.
"Our main competitors are advertising agencies, which provide branding services as part of a broader business," says Paul, who explains the domestic advertising market is over 15 years old, while branding has only been present for 5 years.
One of the successf
