Nutshell in a Nutshell
Nutshell Brand Consultancy is a very specialised business, focussing on developing the optimum positioning for a brand.
Identify your audience
Nutshell is about helping organisations work out exactly who they need to talk to and how they need to explain what they offer, in order to drive the highest level of success they can achieve.
Nutshell's skills and experience
Nutshell has the skills and experience to help get all staff and stakeholders on the same page and focus all your efforts on one clear vision.
Defining your brand position
There are lots of reasons why business managers and owners find it difficult to step back and think about the big picture vision for their brand. Bringing Nutshell in provides the focus and discipline necessary to tackle the critical issue of defining your ideal brand positioning.
Clarity and Consensus - Our mantra
Clarity is about articulating the vision for the brand in a way that ensures that all key stakeholders have a shared understanding of it. Clarity is the job of the content of the brand positioning.
Consensus is about ensuring that all key stakeholders have a shared commitment to the positioning of the brand. Achieving consensus is a function of the process of developing the brand positioning and making sure that the right people and steps are included in the process.
It is critical that your brand positioning have both clarity and consensus, to ensure correct, consistent execution in all aspects of the business.
Clarity without consensus means everyone understands the positioning of the brand, but they don’t necessarily agree with it. If you find yourself in that situation, you run the risk of people in the organisation representing the brand the way they think it should be positioned rather than the intended way. If this happens, you can end up with a confused, inconsistent brand and confused customers.
Consensus without clarity means that people have all signed on to the positioning for the brand, but are actually interpreting the intended positioning differently. Even though they think they are executing what was intended, their misinterpretation means the brand will end up sending out mixed signals and you’ll again end up with confused customers.
Why work with Nutshell?
Assuming you’ve got your business strategy right, the next most important strategic priority for your organisation is to get the brand positioning right. With Nutshell’s help, you will achieve:
- A clear, strong positioning for your brand
- Buy-in from staff and key stakeholders
- Clear, strong briefs for suppliers and partners
- A roadmap for achieving awareness and understanding of the brand’s offer amongst your target audience
- Consistent, powerful communications
How we get you there
Nutshell can provide a range of services and tools to optimise your brand and its execution.
Executive interviews We help you identify a concise, manageable list of the key people who need to buy in to the positioning of the brand, then we conduct individual interviews with them to probe their beliefs, aspirations and vision to ensure that the brand positioning reflects their input and has their support.
Information audit We can review any existing business data, research and market intelligence to provide an objective and fresh perspective on issues and opportunities. Importantly, we manage to distill what is often a huge amount of information down to the key elements that are relevant to determining the optimum positioning of the brand.
Fill Information Gaps We can identify needs for additional information, with a point of view on what is critical, what must be measured vs what can be assessed subjectively. We can then recommend efficient ways of acquiring it or and manage new research, if required.
Workshops Identifying the right people to have in the room and then managing the workshop effectively are both critical to achieving consensus behind the brand positioning. It is often very beneficial to use an objective outside facilitator and Nutshell has extensive experience in designing and running effective client workshops.
Work with Suppliers Nutshell can support you in working with the full range of suppliers/ partners to implement the final brand strategy. We can recommend suppliers across the spectrum of graphic design to advertising to web development to social media, etc. We can write briefs for creative suppliers/partners and help manage the creative process. We can work with existing creative suppliers/partners to ensure that what you get back is on brief and will be effective.