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Brand Strategy
What Type of Agency is Best to Partner with for Crafting Your Brand?
Last time around, we talked about what it takes to build a brand strategy (over here, in case you missed it). Now, you might be wondering, who's gonna get the job done? We've got that covered too (Just go give it a look!).
Crafting a brand strategy is not an overnight play, let alone building an impactful brand - it takes time and effort to build strong relationships, both internally and externally, usually done through long-term communications and marketing.
Unless you have a specialized powerhouse internally to help you craft and tell the story, it's very likely you'll need a little support in plotting your brand strategy.
Because, let's face it, most of the internal marketing teams are dedicating their time and headspace to powering through their day-to-day transactional tasks and requests from other business functions. "The sit-down time for them to think this through is usually a luxury" (exactly word from one of our clients).
But searching for a partner to help you with that can be another headache. How do you decide which one you should hire?
This is a little guide where we'll explain everything you need to know when it comes to choosing an agency partner to work with: what the options are in the wild and who they are, how they differ, and how to choose the right one for you.
Let's cut to the chase…
Creative agency is usually the safe bet when it comes to supporting a brand strategy. It may come as a surprise to some, but this bunch is typically the most closely connected to the branding field.
While each agency may have its own structure and way of operating, it is usually the creative folks who play a key role in the process, at least in terms of effectively starting one. Some creative agencies even specialize in the brand avenue and make it their dedicated service.
How about the other agencies?
You might be surprised by the different ways in which agencies operate, even if they belong to the same category.
However, there are clear similarities or patterns that can help you identify the differences and determine which agency is best suited to handle specific tasks.
Here are some common ones you may encounter frequently.
Ad & Design agencies
Offers design services for a variety of visual mediums, including print and digital. These professionals are perfect for helping you optimize your content through a consumer lens.
Some might think they are the same as a creative agency. Probably the same type of people, but they have very different priorities in the work they do.
The engaging and fuzzy feelings are naturally embedded in their day-to-day deliverables - mostly on a campaign basis for B2C.
Media & PR agencies
Some companies might integrate it into the marketing function or department; essentially, they are all about public affairs, communications, and distribution.
They have no problem grinding that press release all day to get the right words and messages across to the media. Usually corporate clients get the most value out of them.
They play a vital role in terms of building and maintaining the public image of the company. Plus, they are the people you definitely have to go to when hell breaks loose.
Digital agencies
Can't be more obvious than this - everything digital in marketing and communications. Still a pretty wide umbrella though.
They focus on digital marketing strategies and tactics, typically SEO and SEM, email marketing, website builds, social media, or sometimes a little bit of creative campaign work too.
Undoubtedly an integral part of pretty much every single business under the sun. Who doesn't need marketing and digital these days after all.
Growth agencies
These guys are rocking your top line day after day. They take marketing to the next level by producing high-performance funnel strategies. Isn't that amazing?
That's fundamentally different from brand strategy, though.
In the world of brand though…
The thing is, branding is probably not a natural language to these agencies, even though they might come near or across the territory pretty often in their day-to-day execution.
Designing a brand strategy and managing the process is a whole different craft.
These agency partners work perfectly when there is a comprehensive brief in place. The problem is, who is defining that, especially when the company is expecting answers and clarity from the agency side?
Branding specialty agency partner is mostly the one who is comfortably getting involved in that unclear state and the process of making things clear with you.
Let's get one thing straight...
Alright, creative agency it is. But which one?
Depends on your need and the level of sophistication you are looking for.
The number one misconception or superficial understanding of branding is that it revolves solely around creating good-looking visual langauge, or even worse, just creating a cool logo without considering the bigger picture.
If you are looking for a more end-to-end, strategic product, you will want to know who is on the team, and importantly, their roles in developing your brand. And typically, these are the must-have people on the roster:
- Creative/Art Director
- Brand strategist
- Graphic designer
- Copywriter
What this mix of people delivers is really the combination of logical and creative thinking: Coming up with cool, exciting ideas is the manifestation of creativity. Ensuring that ideas are practical and relevant to business needs requires tight logic. Combining the two is an attempt to create a long-term, growth-ready business.
Guess what would be a great bonus in addition to those? An SEO specialist. How so? One of the immediate battles your brand will have to face is on the web. Having a pair of keen eyes on your new brand's competitiveness and relevance is the assurance you need early on. Once everything is set in stone, it will be too late to only find out that Google doesn't like your brand.
After all…
It ultimately depends on your specific needs and the expertise that aligns with your goals. While creative agencies are often the popular choice, it's crucial to consider the agency's ability to meet your requirements and bring your brand to life effectively.
Whether you decide to work with an ad & design agency, a media & PR agency, a digital agency, or a growth agency, it's important to ensure that they have the right mix of creative and logical thinkers. The right set of expertise will help create a comprehensive brand strategy that not only looks visually appealing but also aligns with your business objectives.
Remember, building a brand strategy is not a task to be taken lightly. It requires careful consideration, collaboration, and a strategic approach. By partnering with the right agency, you can ensure that your brand not only stands out in the competitive market but also resonates with your target audience.
So, take your time, evaluate your options, and choose an agency that can help you achieve your branding goals. With the right agency by your side, you can embark on a successful brand journey and create a lasting impact in your industry. Happy partnering!
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