Monthly Archives: June 2017

Branding Agency and The Brand Parameter

Branding Agency and The Brand Parameter

The typical branding agency these days tends to mimic the competition, but good quality branding agencies, or a branding agency that knows what it is doing, will know that it needs to do several things. Firstly it needs to find a single and honest relevant point of differentiation, a point that is a brand benefit to the customer. From here it should live and breath this brand core, from recruiting, training, experience packaging, promotion advertising, website design – everything that it does, from the ground up, needs to express this key branded point.

Once you know what this core brand element is, and once you have started to build this, you need to know where you are aiming for. There are several ways to develop a brand, from pushing the boundaries right out, and creating a brand that gets market attention, or you can build the brand more carefully, mimicking the competition. When I say mimic, what I mean is, to establish how the competing brands are approaching the market, and placing their brand in a way that doesn’t build any brand risk. Of course it always depends on the situation, is it a first to market brand? is it an established brand? does the brand cross borders and cultures? does the brand have a shelf life? such as 3G, is the brand representative of a new product or technology? is it representative of an establishment, charity etc. Understanding these areas, and what the audience is looking for or expecting, allows you to target that audience with relevance and interest.

A truly good branding agency will know how to channel into any area and disrupt in the best way, never going beyond acceptable, never sitting in a place of too much brand comfort, but always leading the field of brand. The risks here are that by going too far ‘out there’ you create the potential of brand risk, you allow your competitor to target you, to change the course of the market etc, and you simply don’t want to risk a brand in tat way anyway. That isn’t to say that the brand wont be inspiring, or intelligent etc, it just means it needs to follow the right direction.

When we re branded one of world famous telecom brands, we needed to know what the brand was about, what the benefit was for the customer, and what was believable as a brand shift. There was a new competitor coming into what was once a monopoly market, and that competitor was going to come in hard and high, in that they would be fun and cool and aggressive in this brand space. Knowing this and expecting this branding approach allowed us to stay calm, mature, and focus on the core of that brand. If we had tried to make them look young and cool, it simply would have been too much of a shift. We knew that we had to create a brand that would be respected, admired and aligned to the benefit.

We managed to do this with great success, so much so this brand is now one of the most successful telecom brands in the world, certainly for the region they are in, and today they have a brand that works over 20 counties.

So what I am saying here is that any branding agency that operates at the level that a branding agency should, needs to know where there clients brand will sit, they need to understand this branding place very well, they need to know what their competitor brands are doing, where their brands will go, and how to sit in this space and create a brand that shines, that is rich and expressive, that shakes a market up, but doesn’t alienate.

The art of branding, is learning about your clients brand and their branding world, skills that only really come from experience and capability things that any good branding agency should be able to achieve.

Joseph Hedges associated with Branding by Garden, is one of the famous branding agencies, branding companies provides brand consulting, brand design, brand strategy, identity design, corporate identity and naming.

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Avoid Common Mistakes When Applying For A Management Consulting Position

Avoid Common Mistakes When Applying For A Management Consulting Position

In management consulting, the recruiting process is very competitive. Hence, you must make the most of all your means to get to your dream job. Some, however, are not thorough with their preparation, so they end up commiting mistakes that put their candidacy at a disadvantage. When recruiters notice these blunders, they get readily weeded out in favor of those who did well in their documents, tests and interviews.

One of the reasons why applicants fall short along the way is skipping research about the target firm. The facts you get from reading on the Internet, reliable people and other sources can lead you to the right path. By keeping yourself up to date, you are well-informed about new job opportunities, the firm’s corporate culture and some social events participated by important people in the industry. Intensive understanding can guide you in writing effective resumes, in acing interviews and in making smart statements during networking events. As an old adage says, knowledge is power. You must believe that!

Another aspect where you can go amiss is your inability or disinterest to network. In management consulting, this is quite an important strategy since many are called to interview because of the recommendations you get. It may seem unfair for those who lack connections, but for recruiters, it’s quite an effective way of hiring people. Assessing applicants from scratch is costly, not to mention time-consuming. Networking, however, should be done not after sending out resumes. Building a professional circle needs time, diligence and sincerity. It should start as soon as the calling for management consulting is already there.

Submitting a poorly written job application doesn’t produce any positive result, either. The cover letter and resume are documents that serve as your launching pad to your career. They must be tailored to stand out head and shoulders above the rest. To do this, include relevant information on your education and experience. Also, list quantitative achievements to have more impact on the recruiters. Saying “Doubled the population of consulting club members through extensive campus recruitment” has more bearing than “Took charge of consulting club’s recruitment of new members.” Remember that too much unnecessary information is dragging. The documents should be concise, comprehensive and comprehensible.

Another tool used in recruitment is pre-employment tests. Tests must not be taken for granted because the results reliably tell recruiters something about you and your capability to do the job. A high score on numerical reasoning means you can interpret information on graphs, charts and tables well. A terrible score on verbal reasoning implies you need improvement in preparing and understanding long textual reports. An excellent mark on abstract reasoning suggests you have superior innate intelligence. If you are scheduled for testing, call the firm’s Human Resources Department promptly, ask about the tests and be mentally equipped to answer them.

Coming to an interview unprepared is another critical mistake to avoid. In management consulting, two types of interview are employed – fit and case. The former may be easier, may not need practice. The latter, however, necessitates more practice. To crack the presented case, it’s a prerequisite to be familiar with a multitude of business cases and consulting frameworks. You will feel tensed and panicky once you are in front of the interviewer and you haven’t practiced resolving cases beforehand. If you prepare for it thoroughly, you can project confidence, mastery and grace under pressure. And because you feel calm, logical thinking will be effortless.

During consulting interviews, some applicants don’t mind about their nonverbal behavior. As a result, recruiters frown at their fidgeting, lack of eye contact or arrogant tone of voice. Bear in mind that messages are conveyed even beyond words. If you slouch, you get across sluggishness. If you beam, you convey friendliness and optimism. If you come to the interview in casual clothes, the getup might be interpreted as a sign of disrespect to the firm’s working environment. Hence, attentiveness on how you express your ideas, dress yourself and move your body can be helpful.

For best practices on how to apply for a slot in management consulting, download our free management consulting guide. explains how you can beat the other applicants in your job application, written tests and case interviews. It also contains an interview script for your additional reference.

Get More Information About Franchising

Get More Information About Franchising

One of the most common forms of business in Australia today and continuously growing is a franchise. The popularity of a franchise is its established goodwill and possibly captive market within a territory.

The Franchising Model

Franchising is often seen by both the franchisor and franchisee as a preferred business participation model.As for the franchisor it is less capital intensive and provides them with the opportunity to develop a widespread distribution base with the ability to harvest profits readily and efficiently.As for the franchisee it is perceived as providing them with access to a preferred business model at acceptable cost and lower risk than going out on their own.

Despite this, problems manifest where the franchisor fails to keep their end of the bargain.This may occur for any number of reasons but one of the biggest traps for would be franchisees is where they are being invited to take up a greenfield franchise based on an untried or unproven business model with little or no financial track record.Problems are compounded where aspiring franchisees decide to save fees and do not engage advisors to assist or rely on their accountant without obtaining legal advice.

Franchising is an area where both accounting and legal due diligence is required.Accountants need to address financial due diligence and lawyers need to be retained to carry out legal due diligence.The accountant addresses the figures and the lawyer the law. Accountants are not lawyers and should not be consulted on matters regarding the application or interpretation of the law. They are not entitled to charge for legal advice at law. Often we see clients who have relied upon the advice of an accountant only to find they are vulnerable to litigation based on the advice given.A three-way partnership is required to properly address the legal and accounting issues to protect the client against litigation.

Although there are many good franchises there are a number which fail to perform due to the inexperience of the franchisor or insufficient time being spent on developing the franchise system or just greed. Often franchisees get trapped because there is insufficient scrutiny of the preferred business model by either the franchisee or their accountants. It is this lack of scrutiny which often leads to litigation which could have been avoided by proper due diligence at the beginning at a fraction of the cost. Why would anyone want to spend money on a business which will not perform, was never going to perform and had no real basis upon which it would perform? Most franchising disputes arise in this area and are increasing due to a lack of proper advice.

If you are interested to know something more on Franchising and other details,you are welcome to the Commercial Law site.

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How To Apply For Small Business Grants

How To Apply For Small Business Grants

Small business grants are a boon for businessmen eager to start their small but significant business. However many people are unaware about these types of grants and are confused about the myriad of information they get from friends and well wishers.

However, to get accurate information about these business grants you can rely on the internet you can get a lot of information on the net on small business grants.

There are links that can provide you information on government grants and assistance too. These links can also enable you to find the small business grants schemes that are available in your own hometown.

Useful accurate details

There are no direct small business grants that you can get from the federal government. However, there are state development agencies which can offer you some direct small business grants. There are also other types of financial assistance which is provided in order to encourage and also to assist the entrepreneurs to start or to expand small businesses.

Some useful links

You get to have an access to a list of links to each state’s economic development agency sites. So, when you have time, you can go through the links to find about the specific financing resources.

The federal government through SBA can offer you with a host of attractive loans to start and also to expand a small business. You get to know on the funds and grant that are offered to you from the site.

What is SBA?

SBA is the US small business administration. It has helped and assisted lots of Americans to form small businesses. At the present scenario, the SBA offices in each and every state provide and assist you with information on financing, planning, and training and also on advocacy for the small firms.

In addition to this, SBA also works with many people with right to lending, training and educational institutions throughout the nation.

Financing your business

There are a lot of sources which can help you locate some sources of small business finance from the federal government. You get to see the small business grants and loans on such site.

There are also offer of small business guide to the government grants and loans on the site for you. You get to know how to get the government loans, venture capital and grants for your small business.

Innovation grants for green technologies

There is also innovation of grants for the green technology development on the site which you get to preview. Through this link, you get to know about the financial assistance for small businesses that can develop green technologies.

Are small businesses worth for getting the grant from the government?

In America, there are around 25 million of small businesses that employ around fifty percent of private work force. Such business can generate more than half of the country’s gross domestic product. This way, such small businesses are the principal source of new jobs in the economy of US.

Can SBA help a person for the grant facility?

Of course, if one’s business is at present or will be owned independently and also operated, the SBA can help that person.

Also, if the business is not dominant in the field and meets all the business size standards that are required, then also the SBA can help the person for the grant.

Charles Bretz has been associated with Government Grants as an advisor and consultant. To find out more on how to receive Free Government Grants visit Government Grants USA. Click Here

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