At Consensio we find the involvement of employees from all areas of the company is our priority in brand development. Our clients want to achieve information and commitment, but we find it is only in the interaction with the brand, that the idea of visual information sticks with people. Unlike other brand developers, Consensio has developed a process that starts before the presentation of visuals and truly makes our client the co-author of the brand communication.

This process is seamlessly working with internal HR processes and organisational development goals. It enables our clients to build trust through information, collaboration and shared visual identity. Brand portfolio strategies come alive when the client is the custodian of it.

10. Agencies don’t like to share. SME’s don’t have the same inflexible staff and strategies as large company departments. In SME’s people wear many operational hats and can often provide service components themselves. For example, graphics or programming can be provided by the client themselves. Agencies fear the uncontrollable client.

9. Agencies like to sell packages.Flexibility, tight cashflows followed by tight timeframes make the agency project management a nightmare. Agencies get often caught selling compromise instead of substance.

8. SME’s don’t have understanding of their own Marketing strategy. Agencies have a service selling strategy.

7. The brand is only as strong as the stewardship of the brand by the client who owns it. If it isn’t steered by in-house, agencies own it.

6. SME’s are too busy to care about their goals and lack in-house resources. Agency account managers are there to manage their brand project outcomes.

5. Agencies have large overheads and design competitions to win. SME’s think they need business cards.

4. Account managers listen to their clients. Account managers listen to their creatives. Creatives speak to their account managers. Creatives don’t speak to the clients.

3. “Time is money. We can only afford a limited amount on marketing. What’s the strategy again?”

2. “A website is what we need. Every business has one. What’s a web 2.0? Do we need a brand like Nike? I mean we are just a small fish in a big pond.”

1. “Two hours ago I couldn’t care less about this brand stuff. I’m just in admin. After this workshop, I have a sense of where we’re going and it’s exciting to be part of this. Can I come and see the design proposals when you’ve done them for us?”