BRAND
CONSULTING
CONSULTING
Tired of Competing on Price Alone?
You’ve built a quality product. Your service delivers results. But when customers evaluate options, the first question is always “What’s your price?” You’re forced to discount to win deals. Margins shrink. You’re stuck competing with cheaper alternatives despite being better.
Here’s what’s really happening:
- No clear differentiation – Customers see you as interchangeable with competitors
- Price-sensitive buyers – Attracting customers who switch for 5% savings
- Weak brand recall – Prospects don’t remember you after initial research
- nconsistent identity – Your brand looks/sounds different across channels
- Sales constantly defending price – Instead of demonstrating value
- Difficulty scaling – Weak brand makes expansion into new markets harder
he truth? Companies with strong brands charge 20-50% premiums and still have customers preferring them. The difference isn’t the product—it’s the brand strategy..
What Strategic Branding Delivers
When you move from commodity to brand, everything transforms:
20-50% Premium Pricing Ability
Strong brands command higher prices without losing customers. You compete on value and identity, not cost.
Lower Customer Acquisition Cost
Brand equity drives inbound interest. When prospects already know, trust, and prefer you, CAC drops 30-40%..
Higher Customer Lifetime Value
Brand loyalty increases repeat purchases, reduces churn, and generates referrals. CLV increases 25-100%.
Competitive Insulation
When competitors lower prices or launch similar products, strong brands remain customer’s first choice.
Easier Market Expansion
Strong brands scale across geographies and categories because the foundation—positioning, identity, values—travels.
Increased Business Valuation
In acquisitions, strong brands contribute 30-50% of total valuation. Brand is your most valuable business asset.
My Brand Consulting Framework
Phase 1: Strategic Foundation
(Weeks 1-3)
Deep Research:
- Leadership interviews to understand vision and values
- Customer research to uncover perceptions
- Competitive analysis and positioning map
- Market opportunity and white space identification
- Historical brand evolution study
- Internal culture and employee perception assessment
Current State Analysis:
- Brand awareness and recall measurement
- Brand perception vs. reality gap analysis
- Visual identity consistency audit
- Customer touchpoint experience review
- Pricing power and value perception study
Deliverable: Comprehensive brand audit report with strategic insights, gaps, opportunities, and recommendations.
Phase 2: Strategic Positioning
(Weeks 4-6)
Core Strategy Work:
- Define target audience with surgical precision
- Develop compelling positioning statement
- Craft differentiated value proposition
- Create brand narrative and story
- Establish brand values and personality
- Develop competitive differentiation strategy
Architecture & Hierarchy:
- Brand architecture model (house of brands vs. branded house)
- Sub-brand relationship structure
- Product naming strategy
- Portfolio organization
- Future growth pathway planning
Deliverable: Brand strategy document with positioning, messaging architecture, and strategic foundation.
Phase 3: Brand Identity Development
(Weeks 7-10)
Visual Identity:
- Logo design and system development
- Color palette with psychological rationale
- Typography system for hierarchy
- Typography system for hierarchy
- Graphic elements and patterns
- Application examples across touchpoints
Verbal Identity:
- Brand voice and tone guidelines
- Key messaging by audience segment
- Tagline and descriptor development
- Naming conventions and guidelines
- Content style guide
- Communication do’s and don’ts
Deliverable: Complete brand guidelines document with all visual and verbal identity standards.
Phase 4: Implementation &
Activation (Weeks 11-14)
Internal Launch:
- Leadership alignment and buy-in
- Employee training and activation
- Internal brand champion program
- Resource center and tools
- Change management strategy
External Rollout:
- Phased launch strategy
- Marketing campaign planning
- Website and digital presence redesign
- Physical touchpoint updates
- PR and communications strategy
- Customer communication plan
Brand Governance:
- Approval process establishment
- Brand guardian training
- Quality control systems
- Feedback mechanisms
- Evolution protocols
Deliverable: Fully launched brand with operational governance system.
Phase 5: Measurement & Evolution
(Ongoing)
Brand Health Tracking:
- Quarterly brand awareness studies
- Perception and sentiment monitoring
- Competitive positioning assessment
- Pricing power analysis
- Customer loyalty metrics
- NPS and satisfaction tracking
Strategic Refinement:
- Market trend monitoring
- Brand relevance assessment
- Portfolio evolution planning
- Brand refresh planning
- Continuous improvement cycles
Deliverable: Quarterly brand health reports with optimization recommendations.
What Makes This Approach Different
BUSINESS STRATEGY, NOT JUST DESIGN
I don’t start with logo sketches. I start with business goals, competitive landscape, and customer psychology. Brand is business strategy expressed visually and verbally.
RESEARCH-DRIVEN, NOT OPINION-BASED
Every positioning decision backed by customer research, competitive analysis, and market data. No “I think this color is nice” subjective choices.
INDIA MARKET UNDERSTANDING
Deep knowledge of Indian consumer psychology, business culture, regional differences, and what actually resonates in India’s diverse markets.
ROI FOCUSED
Brand isn’t art for art’s sake. Every element designed to drive business outcomes—revenue, margins, market share, valuation.
COLLABORATIVE PROCESS
Your team knows your business. I bring brand expertise. Together we create something neither could alone. True collaboration, not vendor-client dynamic.
IMPLEMENTATION SUPPORT
I don’t deliver a strategy document and disappear. I stay through implementation ensuring execution matches strategic vision.
Service Packages
Brand Strategy Consulting
For companies needing strategic direction
What You Get:
- Comprehensive brand auditt
- Strategic positioning development
- Messaging architecture
- Competitive differentiation strategy
- Quarterly brand strategy sessions
Best For : Established companies with internal design teams who need strategic brand direction and ongoing counsel.
Investment : From ₹1.5 lakhs/month
Complete Brand Development
Transform your entire brand from strategy through identity
What You Get :
- Full discovery and brand audit
- Strategic positioning and brand strategy
- Complete visual identity system
- Verbal identity and messaging
- Brand guidelines document
- Implementation roadmap
- Launch support
Best For : Companies ready for comprehensive brand transformation—rebranding, launching premium offerings, or preparing for major growth.
Investment : ₹8-25 lakhs (3-4 month project) lakhs/month)
Brand Strategy Intensive
Accelerated brand strategy in 4 weeks
What You Get:
- 4-week intensive strategy development
- Positioning and differentiation strategy
- Messaging framework
- Visual identity brief
- Implementation roadmap
- Team training
Best For : Fast-growing companies or new ventures needing brand strategy quickly to guide all other marketing decisions.
Investment : ₹5-8 lakhs (one-time)
Ongoing Brand Partnership
Your fractional brand strategist
What You Get:
- Monthly brand strategy guidance
- Marketing campaign review and direction
- Brand consistency oversight
- Quarterly brand health assessment
- New initiative brand alignment
- Team mentoring and capability building
Best For : Companies committed to building brand long-term who want ongoing strategic partnership and accountability.
Investment : Custom pricing (typically ₹1-3 lakhs/month)
Brand Consulting Services
Brand Positioning & Strategy
Perfect for visual brands, D2C, lifestyle, and discovery-driven businesses. Strategy includes Reels, Stories, Shopping, and community building.
Brand Identity Development
Create visual and verbal identity systems that bring your positioning to life consistently across all touchpoints.
Brand Architecture
Structure how multiple brands, sub-brands, and product lines relate to each other as you scale.
Rebranding
Transform outdated or misaligned brands to reflect current reality and future ambition.
Brand Refresh
Update and modernize existing brand identity while maintaining equity and recognition.
Brand Experience Design
Orchestrate consistent brand experiences across physical, digital, and human touchpoints.
Employer Brand Strategy
Position your company to attract and retain top talent through compelling employer brand.
Personal Branding for Founders
Develop founder personal brands that amplify business brand strength (critical in India’s trust-driven market).
Industries I Serve
- B2B SaaS & Technology – Differentiation in crowded categories, premium positioning
- Professional Services – Authority building, trust signals, expertise demonstration
- D2C Brands – Emotional connection, community building, lifestyle branding
- Healthcare & Wellness – Trust development, values alignment, premium positioning
- Financial Services – Credibility establishment, complexity simplification, trust building
- Manufacturing & Industrial – B2B brand strength, differentiation beyond technical specs
What Clients Say
“Before brand strategy work with Chandan, we competed on specs and price. After establishing clear positioning as the ‘enterprise-grade solution for growing companies,’ we increased prices 35% and conversion rates improved. We finally stood for something specific.” — Shruti D., CEO, B2B SaaS Company
“The brand positioning work was transformational. We discovered we’d been targeting everyone and appealing to no one. By narrowing to ‘ambitious corporate professionals building second careers,’ everything clicked. Our messaging resonated. Our design made sense. Sales became easier.” — Karan M., Founder, EdTech Platform
“What impressed me most was the rigor. Every positioning recommendation backed by customer research and competitive analysis. No guesswork or subjective opinions. Just strategic clarity that transformed how we present ourselves to market. Worth every rupee.” — Anjali R., Marketing Director, Healthcare Services
Common Questions
01
When should a company invest in brand consulting?
Key trigger points:
- Competing primarily on price with eroding margins
- Preparing for major growth, fundraising, or market expansion
- Launching premium offerings or entering new markets
- Brand perception problems damaging business
- Multiple products/offerings without clear hierarchy
- Outgrowing startup identity, needing professional brand
- Merger/acquisition requiring brand integration
02
How long does brand development take?
Depends on scope. Brand strategy alone: 4-8 weeks. Complete brand development (strategy + identity + guidelines): 12-16 weeks. Rebranding with implementation: 4-6 months. Quality brand work can’t be rushed—it requires research, iteration, and refinement.
03
What’s the ROI of brand consulting?
Difficult to isolate precisely, but measurable impacts include: pricing power (charge 20-50% more), lower CAC (30-40% reduction), higher CLV (25-100% increase), faster sales cycles, increased business valuation. Most clients see ROI within 12-18 months through combination of these factors.
04
Do you design logos and visual identity?
Yes, when part of complete brand development. For strategy-only projects, I provide detailed creative briefs for your design team or recommend specialist designers.
05
Can you work with our existing agency /designer?
Absolutely. I often provide strategic direction while agencies/designers execute. Or I can recommend specialized vendors for specific needs (packaging, web design, etc.).
.06
What if we just need a logo, not full brand strategy?
Then I’m not the right partner. Logo without strategy is decoration without meaning. I believe in strategy-first approach because that’s what drives business value.
07
How involved do we need to be?
Very involved in strategy phase (leadership interviews, feedback on positioning). Less involved in identity development (review and approve). Active again in implementation. This is collaborative work—your input critical to success.
My Brand Consulting Philosophy
Strategy Before Design
Beautiful design without strategic foundation is art, not brand. Strategy first, always.
Differentiation is Non-Negotiable
If your brand doesn’t clearly differentiate from competitors, it’s not a brand—it’s a commodity with a logo.
Consistency Compounds
Brand equity builds through consistent expression over time. One-off creative brilliance matters less than systematic consistency.
Authenticity Wins
Brand must reflect business reality and values. Aspirational is fine, fabricated is fatal. Indian consumers detect inauthenticity instantly.
Brand is Investment, Not Expense
Strong brands appreciate in value. Weak brands depreciate. This is business-building work, not marketing cosmetics.
Is Brand Consulting Right For You?
This service is perfect if you:
- Competing primarily on price with healthy margins nowhere in sight
- Have superior product/service but struggle to articulate differentiation
- Planning major growth and need brand foundation to support scal
- Rebranding due to market evolution, merger, or strategic pivot
- Ready to invest 3-6 months in strategic brand transformation
- Want premium positioning that commands higher prices
This probably isn’t for you if:
- Just want a quick logo refresh
- Expecting brand to fix product-market fit issues
- Not willing to differentiate and make positioning choices
- Looking for cheapest branding option
- Product/service isn’t actually differentiated (fix that first)
- Expecting overnight transformation
Book A 20-Minute Brand Assessment
Let's uncover your brand opportunity.
In 20 minutes, we'll:
1. Understand Your Brand Challenge
Tell me about your business, customers, competition, and what’s frustrating about your current brand positioning or identity.
2. Diagnose Your Biggest Gap
I’ll identify whether your issue is positioning, identity, consistency, or something else — and why it’s costing you money and growth.
3. Outline Your Brand Strategy Path
I’ll map the specific steps you need to take to build brand strength—
whether you work with me or not.
4. Discuss Working Together
If there’s a strong fit, I’ll explain how we could collaborate. No pressure –
just clarity.
Come Prepared To Discuss:
- What makes your product/service actually different (or why it struggles to differentiate)
- Your target customers and their current perception of you
- Your biggest frustrations with current brand
- Business goals that brand needs to support
You’ll Walk Away With:
- Clear diagnosis of your brand challenge
- Understanding of whether you need positioning, identity, or both
- Realistic timeline and investment expectations
- Confidence about your next steps
