Why Work with an Expert Branding Agency?
What to expect when working with an agency that specializes in brand identity development, and why it might be right for your business
In a world awash with competition, establishing a strong brand—and a clear voice to go with it—is crucial for being able to cut through the noise and achieve success. Whether you’re a startup looking to build a foundation to grow on or an established business looking to re-orient to better achieve your goals, working with an expert branding agency is a surefire way to help ensure you reach the desired outcome.
Alrighty, now before you hit us with that follow-up question you’re sure to already have locked and loaded, let’s head it off at the pass…what does a specialized branding agency offer that another marketing firm or consultant doesn’t—or can’t?
Well, saddle up, pardner. Now, at 20|20, we may not be cowpokes, but we still know more than our fair share about branding. So, if we’ve still got your attention, let’s hit the trail and rustle up that answer (and we promise to lay off the terrible puns 🤠).
Built to Brand
When looking for an agency to partner with for your brand’s development, it’s important to consider a whole host of different aspects, but we’ll saddle up those particular ponies later (alright, we’re stopping now). Ultimately, though, it comes down to ensuring that you end up with a brand that not only spurs business growth (okay, last one, we swear!), but one that authentically reveals your organization’s unique advantages while creatively leveraging them for a stronger, more personal and more profitable brand identity that leaves a lasting impression.
Expertise and Specialization
When you work with a dedicated branding agency, you’re tapping into a team of experts who live and breathe branding. This isn’t just a side gig for them; it’s their main focus. They understand the nuances of building a brand from the ground up, and they keep up with the latest trends and strategies in branding. A general agency, consultant, or freelancer might have some knowledge, but they won’t have the same depth of expertise or specialized skill set.
Comprehensive Services
A dedicated branding agency offers a full suite of services designed to cover every aspect of your brand. From market research and brand strategy to visual identity and brand messaging, they’ve got you covered. A general agency might spread its resources across various marketing disciplines, and a freelancer or consultant might only excel in one or two areas, leaving gaps in your branding needs.
Consistency and Cohesion
Any brand worth its salt is built around consistency. Your brand should tell a cohesive story across all touchpoints, from your logo and website to your social media and marketing materials. A dedicated branding agency ensures that every element aligns perfectly with your brand identity. When you work with multiple parties, like a general agency, consultant, or freelancer, it’s harder to maintain that level of consistency.
A dedicated branding agency ensures that every element aligns perfectly with your brand identity.
Long-term Partnership
Building a strong brand takes time and ongoing effort. A specialized branding agency offers long-term support, helping you adapt to market changes and continuously improve your brand. They become a strategic partner, invested in your long-term success. Consultants and freelancers might come and go, and a general marketing agency might shift focus to other projects, but a dedicated branding agency remains a steadfast partner. Just ask The Villages of SLO!
Proven Processes
Branding agencies have refined processes and methodologies (and if we’re being honest, a bit of black magic and some of that secret sauce, too) that they’ve honed over years of experience. They know what works and can efficiently guide you through the branding journey. This level of efficiency, effectiveness and expertise is harder to find with a general agency, consultant, or freelancer who might not have the same level of experience in branding specifically.
Team Collaboration
A branding agency brings together a diverse team of creatives, strategists, designers, and writers who collaborate to build your brand. It’s an elaborate dance, really—just one with a lot of typing, sketching, word clouds and mood boards. Okay, maybe a couple spreadsheets too, but they’re surprisingly nimble on their feet.
This collaborative approach ensures that your brand benefits from multiple perspectives and skill sets. In contrast, a consultant or freelancer works alone, and a general agency might not have the same level of internal collaboration focused solely on branding.
Process Makes Perfect
Initial Consultation
The first step in working with a branding agency is an initial consultation. At 20|20, this looks like a sit-down where we’ll look to gain a close understanding of your business, its history, and your branding goals. This is also a great opportunity to ask your own questions and gauge if the agency is a good fit for your needs.
Intake, Research and Discovery
Post-consultation, an agency will usually embark on a research and discovery phase. This involves:
- Market Analysis: Understanding the market landscape and identifying opportunities for your brand.
- Competitor Analysis: Assessing your competitors to understand their strengths and weaknesses.
- Audience Research: Delving into the demographics, preferences, and behaviors of your target audience.
At 20|20, we kick off those elements with a bespoke tailored intake survey to ensure no stone is left unturned.
Brand Strategy Development
An expert branding agency will develop a comprehensive brand strategy that aligns with your business goals. This strategy typically includes:
- Brand Positioning: Defining how your brand differentiates itself in the market.
- Brand Messaging: Crafting key messages that communicate your brand’s value proposition.
- Brand Personality: Establishing the tone, style, and voice of your brand.
Design and Development
Visual Brand Identity
Creating a compelling visual identity is a critical component of branding. This includes:
- Logo Design: Developing a logo that embodies your brand’s essence.
- Color Palette: Selecting colors that evoke the desired emotions and align with your brand’s personality.
- Typography: Choosing fonts that complement your brand’s visual style.
Brand Guidelines
To ensure consistency across all brand touchpoints, as part of a comprehensive branding effort, an agency will create comprehensive brand guidelines. These guidelines cover:
- Logo Usage: Proper and improper uses of the logo.
- Color Codes: Exact color codes for print and digital use.
- Font Specifications: Approved fonts and their usage.
- Imagery: Guidelines for photography, illustrations, and other visual elements.
Brand Collateral
The agency will design key brand collateral, which may include business cards, letterheads, brochures, and digital assets. These materials ensure a cohesive and professional representation of your brand.
Ongoing Support and Evaluation
Continuous Improvement
Branding is not a one-time project; it’s an ongoing process. An expert branding agency will provide continuous support to ensure your brand remains relevant and effective. This includes:
- Monitoring and Analytics: Tracking the performance of your brand and making data-driven adjustments.
- Market Trends: Staying abreast of market trends and advising on necessary brand updates.
- Feedback Loop: Gathering feedback from customers and stakeholders to refine the brand strategy.
Rebranding and Evolution
As your business grows and evolves, your brand may need to adapt. The agency will be there to assist with rebranding efforts, ensuring that your brand remains aligned with your business goals and market conditions.
Something to End On…
Well if you’ve made it this far, good on ya, it’s time to circle those wagons, chew the fat (alright, sometimes we just can’t help ourselves), and put this blog post to bed. At the end of the day, branding is more than just a logo or a catchy slogan. It encompasses the entire customer experience, from visual identity to messaging and overall brand perception.
With more direct competition and distracting marketing noise than ever, strong brands will only continue to become more important to your organization’s success, and dollar-for-dollar it’s one of the best investments you can make.
Hopefully, we’ve illustrated that a specialized branding agency provides a level of expertise and unique capability that is hard to match—especially when results matter.
Looking to build your brand the right way? Let us help you get there. Drop us a line, and if you see us at the hitching post, don’t be a stranger.
Happy Trails,
20|20 Creative Group