October 2019 Newsletter

branding expert


When to Bring in a Branding Expert

When it comes to bringing in a branding expert, we’re obviously biased. We think everyone should work with a branding expert at some point. But when? Here are some situations where a branding expert can lend a helping hand. 

  1. Course correction. Over time, it’s natural for people within an organization to focus inwardly. After all, they love what they do and they are committed to doing it well. The result is that often we forget what the outside world does and doesn’t know. In turn, your messaging misses the mark because it assumes prior knowledge that isn’t there. Branding experts can help you fix that.
  2. Objective opinion. Differences of opinion are healthy! They challenge us to consider other points of view and expand our understanding of the world around us. Yet sometimes differences of opinion can lead to stalemates which an outside expert can help reconcile.
  3. Specialized expertise. Most organizations, particularly smaller ones, don’t have the need or means to employ experts in areas like brand migrations, naming architecture, or brand governance systems. Enter the outside resource!
  4. Level setting. The word “brand” has different meanings for different people. For any organization to operate efficiently, they have to be on the same page about what brand means and how it impacts their work. This scenario is particularly damaging when senior management and marketing leaders are at odds. A branding expert can get everyone on the same page. 
  5. Gut-checking. You’ve done the homework. You’ve conducted the research, spoken with all the right people, and aligned your branding with your business strategy. However, has your interpretation been affected by unconscious biases? To prove to your management or yourself that it hasn’t, let a branding expert offer a second opinion. 


The way your organization connects with those most important to your success—aka your brand—is critical. Don’t go it alone. Bring in the helping hand of a branding expert periodically to ensure your brand continues to build your business.

Attention Event Producers!

One of the biggest challenges of throwing a successful event is finding the right speakers—people who will keep your audience focused on your message and not their Instagram accounts. 

Spencer Brenneman President & Chief Brand Strategist Douglas Spencer can help. He has spoken to audiences from 20 to 2,000 and keeps them engaged throughout. Plus, as someone who has actually produced conferences, he knows exactly what event planners are looking for. (READ: Low maintenance!) If you’re planning an event in 2020, consider adding him to the agenda. You can read some reviews and see a sample on DouglasSpencerSpeaks.com. 

Beyond Brand Strategy with the Consultants Collective

Need a helping hand, beyond brand strategy? Consider engaging the Consultants Collective, of which Spencer Brenneman is a member. The Consultants Collective is a network of experienced executive consultants that work together to help organizations innovate, transform, and improve performance. From strategy development to management, delivery, execution, and everything in between, the Consultants Collective focuses on long-term, healthy growth, and sustainability. Learn more at www.consultantscollective.net.

Recently, the Massachusetts LGBT Chamber of Commerce unveiled its new brand strategy at its one-year anniversary party. President & Chief Brand Strategist Douglas Spencer volunteered Spencer Brenneman’s services to help the Chamber create it and is shown here explaining the process to event attendees. Watch for more updates as the brand continues to take shape.

In Case You Missed It

Consultant Branding

This is the last month you can access our self-paced course, Blueprint to Building Your Consulting Brand. There has never been a better time to go out on your own, work for yourself, and do what you do best on your own terms. But, whether you are consulting, freelancing, or embracing the entrepreneur within, you still need a brand.

Creating your own brand can seem overwhelming, but we can help. Our self-paced online course will guide you through the process step by step. When you’re done you will have a:

  • Clear articulation of what you do and how you do it differently than anyone else.
  • Business name, URL, and an understanding of how to create an LLC.
  • Game plan for creating a logo, marketing copy, and a website.
  • Path forward for LinkedIn, social media, and content marketing.

Take a look at our course outline to see if it’s right for you!

Numbers to Consider


Percent of freelancers say the best days are yet ahead for freelancing.


Percent of full-time independent workers are satisified with their career.


Percent of freelancers say that their career path is more respected today than it was three years ago.

Spencer Brenneman, LLC
© 2020

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