Great brands are built just like a great sports team. So when you reevaluate your brand, and your team, and you find a weak area…it is wise to bring in a free agent to shore up the weak spots and help the rest of the team perform even better.
When you hire a consultant, you are bringing in a free agent who can help you get better results from your existing team members and create a stronger winning team in a SHORTER amount of time. Some teams try to address the weaknesses internally – the problem with that philosophy is that the best thinking by the coaches and leaders did not recognize the problem originally and their best thinking got them where they are.
When you bring in a consultant who is a specialist, you will get better results, a quicker turnaround and the team will hear from an expert in the area of need – not a retrained employee or someone whose specialty is actually in another area. When a team knows they need a left-handed pitcher, they do not try to train a right-handed pitcher to throw left-handed, nor does the coach or ownership try to convert a left-handed first baseman into a left-handed pitcher. They go out and get a player who can immediately address their need and who makes the whole team better.
So when you have a brand issue, bring in a brand EXPERT. Bring in a free agent who can address the issue, fill in the gaps and then make your good team even better.
Do not bring in the cheapest free agent, do not try to fix the problem yourself when you did not see it originally, but rather bring in the best Consultant you can and get expert advice, not average advice.
Remember, Brand Drives Everything and your success or failure depends on how well you share your brand and how well your employees actually live it.