Why strong branding is important to your business

Closer Consultancy | Branding Agency | London + Liverpool

You might be asking yourself why we keep talking about branding this week? Well, it completely and totally matters, because not only is it what makes a memorable impression on consumers but it allows your clients to know what to expect from you and your business. It’s your online voice and it’s also how you are perceived without needing to say anything.

It is a way of distinguishing yourself from your competitors and to clarify what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services.

There are many areas that are used to develop a brand including advertising, social media, customer service, promotional merchandise, reputation, and logo. All of these elements work together to create one unique and attention-grabbing professional image.

Why strong branding is so important?

Branding is absolutely critical to a business because of the overall impact it makes on your business. Branding can change how people perceive your brand, it can drive new business and increase brand awareness.

Your brand will get recognised

A professional logo design should be powerful and easily memorable, making an impression at first glance. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company.

The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers.

Your brand will increase your businesses value

Branding is important when trying to generate future business, and a strongly established brand can increase a companies value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of it’s firmly established place in the marketplace.

Your brand will generate new customers

Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.

A good brand will have no trouble getting referral business. Strong branding generally means there is a positive impression of the company amongst clients, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust.

Your brand will make customers and employees proud

When an employee works for a strongly branded company and truly believes in what the brand stands for, they will be more satisfied with their work and have a higher level of pride in the job that they do.

Working for a brand that is reputable and held in high regard amongst the public makes working for that company more enjoyable and fulfilling. Having a branded office, which can often help employees feel more satisfied, and with a sense of belonging to the company, can be achieved through using promotional accessories and merchandise.

Your brand will support your social media presence

Social media is another component to branding, and digital strategies will directly reflect the brand and its desired portrayal. Digital marketing and advertising techniques such as the use of social media make it easy to create a cohesive and appealing message that plays well into your branding goals.

Your brand creates trust

Being properly branded gives the impression of being industry experts and makes the public feel as though they can trust your company, the products and services it offers and the way it handles its business.

A professional appearance and well-strategised branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company that has a polished and professional portrayal.

Closer Consultancy offers consultancy services that include complete branding design. We have experience bringing corporate brands to life, across different sectors such as real estate, engineering, and investment. We are a business development consultancy agency in Liverpool and London.

Succeed with business strategy consulting

SUCCEED WITH BUSINESS STRATEGY CONSULTING | Closer Consultancy | London + Liverpool

In our new and evolving Covid-19 world, businesses will have to change the way they think and act. What worked in the past won’t necessarily help you in the future. There’s been a radical seismic shift. Those who quickly adapt to the changes will survive and thrive. Those who naively act as if everything’s the same will be lost.

Business strategy consulting services can help organisations make a fresh start if they’re struggling, chart a course for success if they’re a startup or grow to new heights if they’re doing well and looking to grow intelligently. This type of service has become more important for a number of businesses in the wake of Covid-19 that forced many businesses to cut costs drastically just to stay afloat.

Investing in business advisory consulting may seem counter intuitive for a business trying to keep costs down, but the return on the investment can be substantial and long lasting, and more than worth the initial expenditure in the end. If you own or manage a brand and are looking for new ways to expand and thrive, a consultant may be the best qualified to help you turn things around.

A consultant can help identify key strategies

Organisations of all varieties are looking for new strategies that benefit their bottom line these days. For corporate businesses, there is also the issue of how to keep costs down without negatively impacting the brand name or reputation of the company, or hindering growth.

A business strategy consultancy can help to identify time-tested strategies that help a business grow and thrive by not only cutting costs, but making the most of their resources and making smarter business decisions based on a careful analysis of all the available data. The wrong action plan can cost exponentially more time and money than it would cost to simply hire a consultant. Hiring a consultant is easy and straightforward, they could be on a monthly retainer contract that may cover different areas of expertise such as a creative retainer or a marketing consultant retainer agreement.

Business consultants offer a wide range of services

Every brand has different needs and goals, and different motivations and considerations that spurred them to contact a consultancy in the first place. A reputable, trustworthy agency should be able to provide a wide range of business advisory services, so they can tailor each client’s service package to their unique situation and budget.

In the current economic environment, it is important that businesses find ways to stand out, whether that be through their brand aesthetic or tightening their operations to keep expenses low. As many businesses struggle to stay ahead of the competition, the day-to-day operations of the business are more than enough to keep management busy, especially in smaller businesses where owners or managers wear many hats. Choosing to use an experienced consultant may allow businesses the ability to grow, rather than simply attempting to survive.

Business strategy consulting

Whatever challenges your brand is facing, and whatever industry you’re in, an experienced consultant should be able to help you become more lean, nimble and responsive to changes in the market, creating a startup pitch deck is an example of the kind of support that returns tenfold in comparison to investment. Streamlining your business operations can save your company time, money and resources so you can continue to grow and thrive.

Marketing and sales

If you don’t have the in-house resources to manage your marketing and sales projects effectively, you could quickly lose your segment of the market to the competition. Business strategy consulting services can inject a fresh perspective and brand aesthetic to keep your marketing and sales efforts on the cutting edge.

Consultants also provide a significant amount of value for a brand. They can help to develop strategies for growth or manage projects. Since consultants are not committed to a single business, they bring experience from a variety of companies and industries, which allows them to offer creative solutions and enables “out of the box” thinking. They can provide an objective viewpoint, which allows for more diverse ideas than could be provided solely by employees within the organisation. A consultant may have a higher level of business expertise than the average employee and can provide unique solutions for businesses. Companies may want to consider the advantages of the level of expertise that can be brought by a consultant, as well as how they could benefit from having an established strategic plan.

For many companies, the flexibility provided by an outside consultant can be the most cost-effective and valuable option for a brands development and revenue growth.

Benefits of using a consultant

  • No taxes, benefits or human resource issues
  • Contract work is scalable
  • Easy to terminate when no longer needed
  • Independent advice
  • Diversity of ideas from other experiences
  • Flexible retainer contract that can be reviewed regularly (monthly/rolling contract) on agreement
  • Usually a higher level business professional than may be hired

To succeed in our new environment, brands must set themselves apart, hyper-focus your sights on your goals and go after them with everything you’ve got.

Layoffs, corporate restructuring, takeovers, re-organisations, relocating jobs to lower-cost cities and foreign countries will be common place. To adopt, you should be fluid, open-minded and always on the lookout for a way to do things better.

Complimentary breakthrough strategy sessions

Complimentary breakthrough strategy sessions | Closer Consultancy | London

We’ve opened up sessions during October to book in some complimentary breakthrough strategy sessions:

15th + 16th October

22 + 23rd October

29th + 30th October

During the session, we will discover the exact steps you need to take in order to generate consistent sales.

Where did September go?

Restrictions are being tightened up again and I fear we are about to enter a VERY difficult period – made even more challenging by the onset of winter here in the UK.

However, there will be winners through all of this and I am convinced that the single most important key to that success is MINDSET.

Picture yourself and where you are in your business, career and life. Now picture the person who has similar raw talent and ability to you but is at a different level.

Their achievements leave you in awe and if you were living their life you’d really feel like you had made it. Now investigate the difference. Dig really deep into the gap between you and them and work out why it’s there.

You might point to differing circumstances. Maybe you think you have more commitments, fewer contacts, or just less luck. Maybe you think they just happened upon the right place at the right time. They probably know the right people too.

You have exactly the same number of hours in your day. If you really wanted to, you could turn any disadvantage into something that makes you unique. It could form part of your success story.

I’ve referred to making money but read whatever measure of success you are optimising for. A lifestyle, a certain achievement, a change in the world or another level in your career or life.

There is always a way of solving a problem if you think creatively enough.

Now is the time to talk to your customers. Talk about successes. Talk about failures. And serve your customers the most value possible.

Through COVID I have been working with businesses, who have had huge commitments, obligations, setbacks and bad luck. They chose to push on in spite of those things, not use them as reasons not to.

Super-successful performers are constantly trying to better themselves to reach a higher level. Explaining it all away; pointing to chance or luck-completely misses the opportunity to take inspiration and learn.

There are people out there with the same abilities as you, running flourishing businesses throughout COVID. Find out what’s in the gap and take the steps to close it!

To book your strategy session, get in touch with Naima at naima@closerconsultancy.com

The importance of online presence for business

The importance of online presence for business | Closer Consultancy

The importance of online presence for your business goes far beyond setting up a website that contains the name of your company and contact details. It involves creating a digital platform for your business where people can find useful information and interact with you through social media networks.

Digital Era

Digitalisation and the current times has made it totally necessary for people to rely on the internet to look for products and services that they need. Any online business that does not effectively have an online platform risks losing new lucrative opportunities.

24 Hour Availability

The internet is always available and can showcase your business 24/7. This enables your prospective customers to find your products and services at any time of the day and from any location in the world. If you run a retail business, your online store will be accessible on a 24 hour basis and customers can conveniently order your products whenever they need to. This is a key advantage over retail shopping where you have to wait until business hours.

Brand Building

A strong and memorable online image allows you to build your brand and gain the credibility that you need to attract more customers. Along with making your business readily accessible, an online presence gives your customers an easy way to find out more about what you have to offer.

Positive Image

Interacting with your customers and getting feedback from them through online reviews as well as regularly updating your online posts will create a positive image for your business. Personable experiences and interactions will turn your customers into loyal fans and into your promoters. This type of image increases the likelihood of prospective customers doing business with you and boosting your sales.

Larger Audience

Getting online gives you access to a much larger audience that includes people within your location and beyond. This exposes your online business to even more opportunities and gives you the chance to operate on an international level.

Positive Reviews

A credible business that values its customers can look forward to positive reviews that will result in customer loyalty and a broader customer base. Customers often use reviews to make their purchasing decision and it’s important to prioritise quality customer service.

Effective Marketing

Having an online presence makes it easier for you to market your business and sell your products. A professionally designed and informative website with well written content enables customers to make informed purchasing choices. Getting your business online provides a marketing platform that gives you a cost effective way to reach a wider audience.


It is essential for both small and large businesses to maximise on the benefits of having a strong online presence. Aspects such as dynamic search algorithms and social networks are influential in the process of making it easier for customers to locate different businesses online. A business that does not have an online presence is regarded as non-existent in 2020.

Customers get all information they need from Google and search engines are an unrivalled source of data. You can hire professionals who can help you establish an online presence based on their knowledge of factors ranging from the latest algorithms to search engine codes. Marketing your business online includes launching your website, SEO and strategic use of social media.

The customer value journey in 7 steps

The customer value journey in 7 steps

The customer value journey is about turning strangers into fans. It gives you a step-by-step process for attracting, converting, and keeping your best customers.

To get started, take another look at your customer journey. Find the gaps, and start putting together a strategy that gets people excited about being your customer.

Keep in mind that customers will get lost along the way, or forget they ever started on a path with your brand. That’s why you need to create a strategy that walks people through an experience of your brand, giving them a nudge when they get stuck and encourage them every step of the way.

Check out the steps below to ensure your digital marketing is engaging your customers:

Step 1: Be on your prospects radar

The first step is obvious. Get on their radar through advertising, blog posts, events, word-of-mouth, social media, or any other channel that puts your products, offers, and solutions in front of your ideal prospects.

Step 2: Engagement

This stage begins immediately after your first interaction with a prospect and continues through their entire experience with your brand. It’s an ongoing conversation you have with them in multiple channels: blog, social media, email, DM’s, etc.

Step 3: Newsletters and clicking follow matters

When someone likes their experience with your brand, trust begins to build. Once that happens, it’s time to ask for a small commitment – subscribing and giving you permission to email them.

But listen, people are careful about giving out their email address. You have to offer something valuable that makes it worth their while. Think about how you can give them value for free, it could be a reading list, worksheets, reports, and templates.

Offer them something they want, they fill out a form to get it. It’s that simple.

Step 4: Make Them a Customer

If your free offers have enough value (answering questions and solving problems), your prospects are often eager to deepen their commitment. They just need to know how.

The best way to do that is through an entry-point offer – a high-value, low-risk offer that lets them experience your service without taking too much risk.

An entry-point offer is not designed to make you a profit. It’s only purpose is to create a smooth transition from subscriber or follower to paid customer. You can focus on profits later in the Journey. For now, you only need to ask for a small commitment, something that covers the cost of acquiring the customer.

Step 5: Every customers needs a memorable experience

The dopamine from a new purchase gets people feeling good which is why the fifth stage of the customer journey is to build on that excitement.

Consider offering new customers a quick-start guide, bonus services or special content that will make them feel like they received VIP treatment.

Step 6: Get commitment

At this stage, your goal is to generate repeat buys and real profits. While your entry-point offer was designed for conversions, your ascension offers should be geared for profits—because if you’re serving your customers well, they’ll want to buy again and again.

This could be up-sells made after that initial purchase, real solutions to make running their business easier or one-stop-shop add-ons.

Step 7: Happy customers will talk about you

Happy customers love to share their experience, Your customers actively spread the word about your brands, products, and services.

However they might need a little encouragement to do so. The great thing is, once they do, they become even more loyal to your brand. Ask your customers to share their positive experience with your brand by writing a review on your LinkedIn profile or posting about it on instagram/twitter.

They tell stories, make recommendations, and share your offers because they truly believe in them.

Finally consider active promotion, it could be an affiliate or commission relationship – or just a free offer for sending some new customers your way. The point is, it’s a win-win for all.

To talk about your strategy or how we can implement the above for your business email Naima at Closer Consultancy for a session: info@closerconsultancy.com

Why you should outsource business development

Why you should outsource business development | Closer Consultancy | Blog

I find a common dilemma for founders and directors of startups is how to approach their first business development and sales hires.

Why is business development different for startups?

For most growing companies asking the same question, it’s more appropriate to ask “when” rather than “if”.

For example, if you’re the founder of an early stage tech company, sales and business development may be something that you currently handle yourself but eventually, as you gain traction in the market, it’ll become a core function that you build a team for. For you it’s more of a question of timing and funding.

But when you’re running a consulting or a professional services firm, such as a management consultancy or training provider for example, the question is more complex. For a start, finding a business development manager who is capable of selling your services is usually a major challenge.

In fact, I’d suggest that if you sell high value and complex products then you really can’t remove your delivery team from the sales process. In these situations, the business development role becomes primarily about “hunting” for new business.

What business development options are right for your company?

For many firms the options are generally split between hiring an in-house business development manager to fill the pipeline or outsourcing to a specialist business development consultancy or freelancer.

When considering these options I think it’s worthwhile asking the following questions:

  • How much new business do you need or can handle?
  • What’s the level of seniority you need to engage your market?
  • What’s your working environment like?

How much new business do you need or can handle?

Management consultancies and startups are different in the way that they look at business growth strategies. Generally they are harder to scale than businesses such as software vendors, plus they are particular about the type or work that they want.

Whilst your ability to scale dictates how much new business you can handle, the latter point is about the type of client or the type of work that you want.

Essentially, whereas a software vendor will take anyone’s cash if they are willing to part with it, services firms are concerned about client/work fit.

Put this all together and the answer of how much new business you want or can handle is usually “not that much” or “one or two new clients”.

Using this answer you can figure out how many prospects you need in the pipeline and what activities are likely to drive that number. Rarely do you end up with something that justifies a full-time employee.

What’s the level of seniority you need to engage your market?

This question deals with the caliber of the talent that you need to attract.

If you’re selling high-value B2B services and need to engage senior stakeholders in large organisations, for example, then you’re going to need more than a graduate hitting the phone.

That approach may work for companies where the sales process is more transactional, but in management consulting it’s not an option. By understanding the level of person you need you can determine how realistic it would be to attract that person into an in-house role, or whether you are more likely to find that person freelancing or running a specialist business development consultancy.

Why is that more likely? In my view, good people either move up or they move out. When they’ve moved out into the freelance world, they’ve usually done so for reasons such as flexibility, freedom to choose what they work on and often higher earnings (but not always so).

What this means is that smaller firms can attract a more senior person as a “client” rather than if you were advertising for an employee. And this usually fits very nicely with our first consideration around the amount of resources you need.

What’s your working environment like?

The final question I find useful in determining whether you hire an in-house business development manager or use an external freelancer or business development consultancy, is often the most overlooked.

Yet, it is usually the main reason that in-house business development managers don’t work out. Now, I’m pretty sure that your office is like 99.9% of all consulting and professional services firms I know. Open plan with everyone sitting staring into their screens doing client work, right?

When you drop a business development manager into that environment two things will happen. Firstly, for the business development or even salesperson, it’s just not the right environment for them to make calls. Now, I know that you might have heard that cold-calling is dead but I’m going to tell you this – sales is still a contact sport. Even if your BDM is pinging out emails and sending LinkedIn messages they will still need to pick up that phone at some point to get results. They may not be hammering out 120 dials a day like in the old days but they will need to be speaking with prospects – a lot! If they’re the only person on the phone they will become conscious of it, which more often than not leads to them doing less of it. I’ve seen it happen so many times.

Secondly, the impact on the office of someone hustling away in the corner usually isn’t ideal. Sure, some might see it as creating a bit of a buzz but for others it will be a distraction. Ask yourself honestly what office culture you have; if it’s quiet and peaceful – keep it that way and work with someone externally.

In-house Business Development, Freelance or Outsource?

So, you’ll now have a better idea of whether bringing someone in-house or working with external partners is likely to work for your business.

Obviously, there’s always a commercial dimension to this but any good business development manager, internal or external, should pay for themselves by contributing directly to your firm’s revenue.

In my experience, one of the greatest risks of hiring in-house is when it goes wrong. For consulting and professional services firms a business development hire is high-risk and requires a large commitment to get them up to speed and generating revenue.

Working with a freelancer or external business development consultancy is usually more flexible and provides the option to pilot the process to see how it works for your firm.