Before understanding what a branding agency is, it is crucial to understand what branding is. Branding is about telling your unique selling points or value proposition to target audiences and clients. Think of branding as telling someone why your burgers are better than In-N-Out or why your soda is fizzier than Pepsi. If you know what sets you apart from the competition but do not know how to tell your story, a branding agency is the answer to all your worries.
To sum up, what is a branding agency? It is a team of experts specializing in the strategic development and execution of a brand’s identity. These highly skilled and experienced individuals act as an extension of your in-house marketing team and help craft unique and memorable brand campaigns that result in new and long-term customers.
Roles of a Branding Agency
Irrespective of whether you are a new startup or an established multinational conglomerate, a branding agency can help you tell your story to a broader audience. Here are some critical roles of a branding agency:
- Brand strategy and development by defining core values, mission statement and clear purpose. A branding agency will do the market research and chart a unique path for you that will make you stand out from the competitors.
- The right branding agency will seek input on your business objectives and design a logo that perfectly matches your aura. They will choose a distinct color palette, typography and other visual elements that will provide cohesion across all brand touchpoints, including social media, stationary, website, and product imaging.
- A brand agency will craft an authentic and emotional story that will connect to your customers. It will show your values and empathy towards customers beyond the usual profits.
- Brand agencies also monitor brand perception and feedback across different market segments and distribution channels to find areas of improvement.
To further understand branding agencies, consider their role in revamping the image of the famous vacation rental provider Airbnb. Airbnb was at some point referred to as ‘AirBed and Breakfast.’ However, Design Studio helped them forge a new brand strategy and mission: ‘Belong Anywhere.’ It ensured customers no longer feel like tourists in someone else’s house but special individuals with a personal place to stay. This is why you might see door keys near a mat or house plant.
Pros of Engaging a Branding Agency
You might think branding is easy, but it is a science within itself. Did you know brand managers use specific color palettes like red and orange to make customers feel more energetic or hungry? If you did not know this, here are some benefits of engaging a branding agency for your business:
- Branding agencies have a wealth of experience with local and international client knowledge to forge fresh perspectives, avoid common pitfalls and build your presence across the board.
- They help design eye-catching, distinct, visually pleasing and creative designs to differentiate your business from the competition.
- Considering that brand guidelines can be complex and time-consuming, branding agencies juggle multiple tasks and platforms to ensure uniformity across all touchpoints is achieved.
- They do product and services market research to make high return on investment (ROI) marketing decisions.
- Branding agencies establish key performance indicators (KPIs) to track the performance of branding initiatives.
Cons of Engaging a Branding Agency
When considering building your strategy with a branding agency, it is not a bed of roses. Here are some negative considerations to be aware of:
- Branding agencies can be costly and include a high retainer. Choose one that aligns with your budget by reviewing multiple quotes and branding profiles.
- Branding activities take weeks and months to conclude. Hence, the results of branding campaigns might not be visible instantly.
- Branding agencies can be general or specialists who cater to specific industries. Analyze their current portfolio and client testimonials to see if they are the right fit for your sector.
Conclusion
Choosing a branding agency depends on your current business objectives and growth trajectory. A branding agency will help you tell your story more convincingly and uniquely. They will look after your branding collaterals and enhance them to look visually pleasing and purposeful. Contact a suitable branding agency today and revamp your style and vibe.
