Branding is an excellent investment for your business. It shows that you understand the importance of truly connecting with your audience and how that translates not only to sales, but also to repeat customers. In marketing and advertising, we call it brand loyalty.
Choosing a branding partner, however, can be somewhat difficult. There are so many branding agencies out there, all with unique processes and impressive case studies of their own. How do you choose the right agency to brand your business? First, consider which branding deliverables you might need. If you’re not sure, don’t worry. A general idea is good enough to start the conversation. Then, as you’re speaking with a prospective agency partner, look for the following:
Understanding of Your Business
Branding is artistic, but it’s also equally strategic. You need your branding agency to grasp the core attributes that make your company unique, such as your company values, mission, and the specific market challenges you face. That understanding informs a brand identity that resonates with your target audience and accurately reflects your business.
Your agency should also show a willingness to conduct background research in your industry as part of a competitive assessment. You’re making the investment in your business, but your agency needs to invest their time and energy too, beyond simply applying their creativity. A branding partner who invests time in understanding your business is more likely to develop an effective brand strategy rather than simply delivering branding elements.
Clear Brand Development Process
The best branding agencies will tell you exactly how they’ll go about creating your brand. The process naturally differs from one agency to the next, but it typically begins with discovery and research, followed by strategy development, creative design, perhaps some revisions, and finally, implementation. Knowing what to expect is important for you as a client because you want to know when your business will have its new look. A clear timeline also establishes accountability for your agency to deliver and for you to review the deliverables to keep the project on track together.
Another factor to consider is the agency’s personnel. Who will be working on your brand and what skills will they be contributing? Getting a complete team of branding specialists helps justify your investment, and confirming a main point of contact such as an account manager is usually ideal to streamline communications. Essentially, you’re looking for a transparent and collaborative approach.
Great Case Studies
How do you know a branding agency is reliable and well-established? By reviewing their portfolio! You’ll get a clear view of their creative capabilities and services in action. Are you impressed with the examples of their work? Do their designs demonstrate versatility and brand strategy? Look for an agency with a variety of successful projects across different industries showcasing their ability to adapt and create.
Additionally, client testimonials offer valuable perspectives on the agency’s overall process, timeline, and quality of work. Since branding is somewhat intangible, you shouldn’t necessarily expect eye-popping statistics in branding case studies (though instances of measurable results are certainly a bonus). You’re mostly going by what you see from the agency and hear from their clients. Then, it comes down to…
The Feel Factor
The interview process is your opportunity to get a feel for an agency’s working style and to ensure that they are the right fit for your business. Assess whether you feel comfortable and confident with the people you will be working with. Discuss their communication methods to ensure they align with your preferences. Consider whether their processes and timelines match your needs. By thoroughly vetting your selected agency during the interview process, you can make an informed decision and choose a partner that will help you achieve your business goals through branding.
If you’re looking for a branding agency in NJ, start right here with Netwave. See our branding work and contact us for an initial consultation today!
