Branding is both a big topic and an inexact science. It’s no wonder that there are so many choices when it comes to choosing a creative team to help you share your story with the world.
From part-time web and graphic designers to experienced branding gurus, there is a lot to consider when selecting a branding agency.
So, how do you sift through your options and find the group that’s right for you? Here are a few tips to help you get started…
1. Start With The Visuals
Even though your brand strategy should be bigger than a simple logo (more on this in a second), it’s undeniable that the visuals of your brand need to be sharp and distinctive.
Or to put things another way, it’s not enough to choose a branding team that has good artistic instincts, but you shouldn’t ever turn your company’s identity over to a designer who can’t give you the look you’re after.
2. Look For The Perfect Fit
When a brand develops perfectly, it’s usually because there is an intersection between three important elements: the personalities of the business and its directors, the mindset of the creative team, and an understanding of the target market.
When any of these is in conflict – for instance, when stakeholders can’t get along or there is a lack of knowledge about the desired customer base – brands tend to go off track quickly.
3. Develop And Use A Brand Strategy
Even though the basics of your brand might begin with logos and colour schemes, your overall approach should include a distinctive voice, consistent messaging themes, and even elements like the types and sizes of images that are used on your website and in printed collateral materials. That’s not going to happen by accident.
Work with your creative team to develop a written brand strategy that outlines who you want to be, what you want to say, how you want customers to feel. Then, refer back to it is you move forward with your marketing.
4. Let Your Brand Grow And Evolve
No matter how well you plan out your branding efforts, you are almost certainly going to come to a point where you’ll need to change the way you express yourself. Perhaps your business will get bigger, take on new products and services, or even change ownership.
When these kinds of shifts take place, you shouldn’t start over from a branding standpoint, but rather take advantage of the opportunity to tweak your identity and present a fresher face to the market.
The best brands are reinforced again and again over time, to the point that customers come to associate them with quality, value, or even happiness. But, establishing that kind of identity takes experience and a penchant for creative thinking.
So, follow these four tips and make sure you find the perfect branding agency for your business to work with.