Branding: More Than Just a Logo.
Many people think that branding is a company’s logo design and nothing more. But in truth, a company’s brand is everything emanating from the company out into the world since its inception. And it builds over time through things such as logos, imagery and words used in communications and marketing materials, websites, social media accounts, articles, blogs, even speeches given by executives- it’s literally everything you ever say about your company, everything you do in public on behalf of your company and it touches everything you make or sell as a company. If you need it described in a nutshell, branding basically encompasses your values and these values, when implemented effectively through branding, will act like a facial expression that communicates myriads of emotions in just a few seconds.
This is why branding is so hard to grasp by non-marketers, why it’s broadly misunderstood and why it’s also rarely approached the same way by any two advertising agencies. It’s also why companies have a hard time discerning which agency to trust with their most precious asset, their brand. Whether you’re a start-up or been at the helm of a company for years and are tasked with engaging an agency to “do your branding,” here are 3 key take-always that will help you ask the right questions and engage the agency that’s right for you.
Branding services should always include brand positioning.
I know, I know, some of you will read this article and still only pay an agency to mock up some logos for you. But, if that’s all you’re getting, you’re passing on valuable research and positioning strategy that frankly, goes hand-in-hand with how you look in your new clothes (logo). You risk looking similar to other brands, thus creating confusion among your target audience and perhaps even loosing customers. You’re also missing out on an outside, expert opinion of someone who will likely see something in your company that sets you apart in ways you hadn’t noticed. This insight can be a huge value add as you start building all your brand language, imagery and marketing strategies.
You’ll save money in the long run if you include at least a 6-month marketing strategy with branding services.
Branding doesn’t happen in a vacuum and once you’re ready for your brand debut, you want to hit the ground running. The brand won’t sell itself. The agency that does your brand positioning research and design should have an easier (and hence cheaper) time providing insight on the best organic channels and paid advertising platforms for you to reach your audience and start building a brand library of content. Getting off on the right foot, right out of the gate will also save you money in the long run from having to re-position or pivot the brand image you’ve been curating. Just know that the sticker shock you may have on the front end of engaging these services is well worth it because the return on investment when done effectively is exponential, sometimes to the tune of 40% above sales projections. Ask yourself if keeping your costs low now by not including marketing strategy is worth leaving money on the table later.
Not all agencies are created equal and one agency doesn’t fit all.
This is business and it’s personal. The old adage that business isn’t personal only seems to apply when we’re firing someone to stave off the guilt. But in fact, business is very personal, it’s a melding of our minds and values to create something amazing together. The agency you go with should have people there who you feel an affiliation towards. The feeling you should have when you leave the first meeting isn’t just ‘do they get it’ i.e., do they get what they’re doing, rather it’s, do they get you and by extension, your company. This is important because an effective brand strategy and corresponding marketing plan will amplify who you are as a company and the agency’s ability to see right to your heart and really feel it, is the secret sauce to launching your brand and laying a foundation of business success for years to come.