We’ve discussed the importance of branding through internal branding, why naked brands perform better than their competition, and even debunked some common brand myths. Now that you have a better understanding of branding, you’re probably thinking: does my company need branding? What are my next steps? Should I seek out a branding agency?
If you’re thinking of working with a brand strategy agency, it’s a good idea to know what to expect from the process. This will likely differ from agency to agency, as different organizations provide different service offerings, have different strengths and weaknesses, use different processses, and are led by different individuals.
Below we outline a few things you can expect when working with a branding agency.
Branding agencies should have:
- A focused, integrated marketing approach that incorporates all aspects of the brand and company
Branding agencies understand the importance of high-level thinking. When everything you do is an expression of the brand strategy, you will have a much more focused marketing program. This helps eliminate marketing that is frivolous, off target, and/or not aligned with the company’s overall mission. Think of a brand strategy as something that helps you filter everything you do to ensure it’s impactful, resonating, and aligned with business objectives.
- A consistent expression of the brand using a set of guidelines and standards that they help you define
Focusing on the brand ensures a more consistent, cohesive marketing program, because everything will be guided by the brand strategy. This makes your marketing efforts more impactful as they are an integrated expression of the brand, and will all contribute toward a stronger brand, and ultimately build brand equity. When you create marketing programs that don’t align with the brand, you lose the chance for building long term value. Think bigger, and execute marketing campaigns that align with the brand in order to create marketing programs that further business strategy and are meaningful to company stakeholders.
- A clear set of marketing goals and objectives
When you have a clearly defined brand, what you need to do to achieve your vision and mission becomes much clearer. When your brand platform is developed, you know what your brand’s core values are, and understand what your key messaging is, it’s much easier to identify where you want to go and what you need to do to get there.
- A strategy that builds trust and brand equity through a precisely engineered sequence of targeted communications
Building your brand with a long term vision, and in a way that is more resonating with consumers, will help you build trust with your audience. When you are able to build trust and create a loyal customer base, you build brand equity. The more valuable your brand name is, the more powerful your brand becomes.
- A follow-up program to monitor and measure your brand’s progress to ensure its success
A clearly defined brand strategy helps launch your brand and invigorate marketing efforts, but branding agencies understand how important it is to continually maintain a brand and assess its health. Branding isn’t a one and done effort, it requires continual attention in order to stay relevant and meaningful.
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