Your agency’s brand tells a story. Do you know what story it’s telling? The first step to defining (or redefining) your agency’s brand is to define the process itself.
A quick search online provides several definitions. Here are a few of the most helpful:
The word “brand” literally refers to the process of ranchers putting a mark on their cattle to identify their cows. In addition to providing proof of ownership, these brands began to identify the quality of the beef. Ranchers who raised their cows in a superior way and charged a fair price had a better “brand” than their competitors.
Examples of modern branding techniques include the use of logos, taglines, jingles, or mascots. Some elements of branding are tangible, like logos (the Nike “swish” or Amazon “smile”) and corporate colors (Coca-Cola red or Home Depot orange). Other elements are less obvious, such as the tone used on the company’s website or in marketing materials (think of Groupon’s snappy descriptions or Disney’s reputation for making every customer interaction magical and memorable).
Of course, branding isn’t just for international companies and household names; branding can work for any business as part of its overall marketing strategy.
Branding can help you define your agency’s:
As discussed, branding can help differentiate your agency from its competition. If you have the budget, you may want to enlist the help of an advertising agency that specializes in branding. If you prefer handling this process internally, here are some steps to get you started.
1. Ask your current clients:
2. Talk to your staff. Ask them to brainstorm what your agency does well and what differentiates you from your competition. What are they hearing from clients? They know the pulse of the marketplace, and involving them in the process also helps establish buy-in to the brand.
3. Define how you want to be perceived. How do you want your clients to describe their experience? Your brand is your promise to your clients, so make sure you deliver on that promise every time.
4. Communicate the brand. Communicate your brand in everything that you do. It should influence your logo, the look and tone of your advertising campaigns, the signage outside your building, and the words and images that you use on your website. Even your messages on Facebook and LinkedIn should “speak” the language of your brand and continue to align with your brand promise.
Thanks for reading our educational resource! Any above reference to a specific company, method, or product is meant for educational purposes only and is not specifically endorsed by Pie.
