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Getting Help: What to ask the branding guru

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If you are owned by Apple products, you probably have a love/hate relationship with the Genius Bar. I’ve always found that Apple has good tech support and, with the advent of its retail locations, the Genius Bar takes that up a notch.

The challenge is that when I need the Genius Bar, I am likely [pick one] in a bad mood, in crisis, in mourning, on deadline, in utter confusion or just absolutely frustrated to tears. I may not be in the best state of mind to realize the value of what I am getting or prepared to take advantage of the experience. However, once my name rolls up on the board, getting the help I need is all about asking the right questions.

The same holds true when you realize it’s time to brand your business or resuscitate your existing brand. Choosing the right path to achieve your goal can be confusing, frustrating and overwhelming. When you attend your first scratch ‘n sniff meeting with a brand consultant, it’s important to get a read on how well you might work together and what role you want to play. Being prepared with some basic information before it’s your turn with the Branding Guru will make for a more fruitful session.

Once you feel comfortable, it’s time to play Ask the Oracle. The most frequent questions are “How much does it cost?” and “How long will it take?” The real question you want answered is, “How will you discover and showcase my brand value?"

Before You Brand: The Gut-check Guide to set up your brand for successAre you ready to build or energize your brand but don't know how to get started?

Are you unsure about how to select the right brand consultancy for your business?

Sign Up for ALLEnews and get a link to download the bonus: "Before You Brand: The Gut-check Guide to set your business up for branding success. These 7 strategic steps with guide you in making a smart selection.

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Next Issue:

Scaring Clients Away: 5 Frightful faux-pas that can hurt your brand

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