If you're a small business owner asking this question, congrats, you're already ahead of the curve.

I speak to so many entrepreneurs who pour money into logos, websites and social media without ever stopping to ask: what does my brand actually stand for? A brand strategy consultant helps you answer that question and then build everything else around it.

But not all consultants are created equal. Choosing the wrong one can cost you time, money, and momentum. Choosing the right one can be genuinely transformative. So how do you know who to trust with something as important as your brand?

Here's what to look for.

1. Understand What Brand Strategy Actually Means

Before you start searching for a consultant, it's worth getting clear on what brand strategy is — and what it isn't. Brand strategy is not your logo. It's not your colour palette or your Instagram aesthetic. Those things matter, but they're expressions of your brand, not the foundation of it.

Brand strategy is the deliberate set of decisions that define who you are, who you serve, what you stand for, and how you want to be perceived. It includes your positioning, your messaging, your values, your voice, and your competitive differentiation. Done well, it gives every future business decision — from hiring to marketing to pricing — a clear north star.

A good consultant won't just make your business look better. They'll help you think more clearly about where you're going and why.

2. Look for Someone Who Asks Before They Answer

One of the biggest red flags in any consultant is someone who comes in with the answers before they've asked the right questions. Brand strategy is not one-size-fits-all. A consultant who pitches you a templated package on the first call, without understanding your industry, your customers, your competitive landscape, or your goals, is not doing strategy. They're doing admin.

The right consultant will want to understand your business deeply before recommending anything. They'll ask about your current customers and who you want to attract. They'll want to know where your revenue comes from, who your competitors are, and what makes you genuinely different. They'll be curious about your ambitions, not just your problems.

If a consultant makes you feel heard in the first conversation, that's a very good sign.

3. Check for Relevant Experience, But Don't Be Too Rigid About It

It's natural to want a consultant who has worked with businesses like yours. And relevant sector experience certainly helps. But don't disqualify someone simply because they haven't worked in your specific industry. Brand strategy principles are largely universal — the ability to identify a compelling position, articulate a clear value proposition, and differentiate from competitors applies whether you're a fintech startup, a local restaurant, or a professional services firm.

What matters more than industry is whether the consultant has worked with businesses at a similar stage to yours. The challenges facing a small business with five employees are very different from those facing a company with fifty. You want someone who understands the constraints, the limited resources, and the founder-led dynamics that define small business life — not someone who will hand you a 60-page strategy document that you have no idea how to implement.

Look at their case studies. Ask about outcomes, not just outputs. Did their clients grow? Did they find clarity? Did the strategy actually get used?

4. Evaluate Their Strategic Positioning - Literally

Here's a useful trick: look at how the consultant positions themselves. A brand strategist who can't clearly articulate their own value proposition, differentiate themselves from competitors, or speak to a specific audience is telling you something important about their abilities.

Visit their website. Is their messaging clear and compelling? Do you immediately understand who they work with and what they help them achieve? Is there a distinct point of view, or does it all feel generic?

For example, a consultant who specialises in strategic positioning for small businesses should be able to demonstrate that expertise in how they present themselves online. Their own brand should be evidence of what they can do for yours.

If their website is muddled, their messaging is vague, or their services are impossible to distinguish from a dozen other consultants, take note.

5. Be Wary of Consultants Who Skip Straight to Execution

A common pitfall for small business owners is hiring someone who jumps straight to deliverables: a brand book, a tagline, a visual identity, without doing the strategic groundwork first. This can feel efficient in the short term, but it often leads to costly revisions down the line when the execution doesn't feel quite right, or doesn't resonate with customers the way you hoped.

Strategy should always precede execution. Your brand identity — the visual and verbal expression of your brand — should flow naturally from the strategic decisions you've made about who you are and who you serve. When it does, everything feels coherent. When it doesn't, something always feels slightly off, even if you can't put your finger on what.

Ask any consultant you're considering: what comes first in your process? If the answer is a logo or a colour palette, keep looking.

6. Should Your Brand Strategist Also Handle Implementation?

This is a question lots small business owners overlook.

In an ideal world, your strategist would also be able to help bring the work to life — or at least work closely with those who do. When the person who developed your strategy is also involved in the execution, there's no translation layer. The thinking behind every decision is preserved, and the final output — whether that's your messaging, your visual identity, or your website — is a much more faithful expression of the strategic work. In practice, handing a brand strategy document to a separate designer or copywriter who wasn't part of the process can lead to drift, where the execution gradually moves away from the original intent. If your consultant can offer both strategic and creative services, or works with a trusted team who can, that continuity is genuinely valuable. It saves time, reduces the risk of misalignment, and means you have one point of accountability rather than several.

If you’re still wondering, I do both 🙂

7. Assess Communication Style and Working Relationship

Strategy work is collaborative. It requires honest conversation, a willingness to challenge assumptions, and a relationship built on trust. You need to feel comfortable being candid with your consultant — about your struggles, your doubts, and even your failures. If you feel like you're performing or holding back, the work will suffer.

Pay attention to how the consultant communicates from the very first interaction. Are they responsive? Do they explain things clearly, without jargon? Do they make you feel like an intelligent partner in the process, rather than a passive recipient of their expertise?

The best consultants are great listeners and great communicators. They can translate complex strategic thinking into language that makes sense for you and your team — and they can do it without making you feel like you need an MBA to keep up.

8. Clarify What's Included and What Happens After

Before signing anything, make sure you're crystal clear on what the engagement includes. How many sessions or workshops? What are the deliverables? Who owns the final work? Is there a follow-up period where you can ask questions or refine things?

Small business owners often underestimate how much time is required on their end during a strategy process. You'll need to gather information, make decisions, and engage seriously with the work. The best consultants will be upfront about this — they'll tell you what they need from you, and they'll help you carve out the time and headspace to give it.

Also ask about what happens once the formal engagement ends. Can you call them with questions? Do they offer ongoing support or retainer arrangements? Brand strategy isn't a one-and-done exercise — your business will evolve, and your brand should too.

9. Trust Your Instincts

After all the research, the cals, and the proposals, don't underestimate your gut. Brand strategy is deeply personal work. It touches on your values, your vision, and your identity as a business owner. The person you choose to guide that process should feel like a trusted advisor, not just a hired hand.

If something feels off — if the consultant seems more interested in closing the sale than understanding your business, or if their approach feels formulaic — it's okay to walk away. The right fit is out there.

Ready to Get Started?

Lucy O'Reilly of Design For Growth in a teal dress leaning against a meeting table

Choosing a brand strategy consultant is one of the most important decisions you can make for your small business. The right partner will help you get clear on who you are, who you serve, and how to stand out — giving you a foundation that makes every future marketing decision easier and more effective.

If you're looking for a consultant who specialises in helping small businesses define their strategic positioning and build brands that actually grow, explore how Designs for Growth can help. The first step is simply getting clear on where you want to go — and finding someone who can help you get there.