How to Pick a Branding Agency
Branding is a considerable investment. Hence, before committing to anyone, make sure they are the right one for you.
The following are the most vital points to take into account before you decide on a particular branding company:
That aged concept about first impressions couldn’t be more accurate. You do learn much about an agency just by the way they engage with you in the beginning of your relationship. Do they look eager to work with you? Do they give you importance in terms of returning your phone calls or replying to your messages? Remember, you will be working with these people for a while. Look for chemistry and natural rapport not only to make things easier for both sides, but especially to encourage good teamwork and great outcomes.
Does the size of a branding agency matter? Of course, it does but it still depends on certain factors. Obviously, big brands with comprehensive branding demands will need big agencies to meet them. On the other hand, though large firms can always work with any brand of any size, they cannot provide the focused attention needed by small businesses. Besides, smaller enterprises will usually find bigger agencies too pricey for their budget.
Most branding agencies offer generally similar services or capabilities, but you can differentiate them by their expertise or how they handle the nuances of their roles. These nuances can be in-depth brand research, a tested naming process, and so on. Without expertise, no capability can be useful.
Ultimately, expertise is the ability to address your brand’s unique needs with an array of custom solutions that together comprise a cohesive and compelling brand story.
In the end, it is expertise that can satisfy your brand’s unique needs through a variety of custom solutions that combine to give you a singular and persuasive brand story.
There is no better way of assessing an agency’s expertise than by reviewing its portfolio. A firm that is experienced with your industry is great to have, but this should not be the deciding factor. Overestimating the value of that experience is another mistake you should avoid. Branding is a universal process that can be used for any industry. In addition, when an agency focuses too much on just on area, it usually lacks versatility in terms of providing different brand experiences. An agency that is outside your industry can also serve up a fresh view of your positioning and identity.
Lastly, be sure to check out a number of candidates and compare them apples to apples. There is no other way to know which of your choices is the best for you.