Choose the right branding agency
Editor | 19-08-2015
You’re ready to develop a new brand or you decide to evolve your existing brand. & you’ll quickly realize that you’re filled with options – from freelancers to branding agencies, options to finalize the right branding partner.
Finding the best & the right branding partner
is like finding a diamond in the rough.
Shortlist 4-5 branding agencies which you think are the best. Interview them all and narrow it down to 2-3 firms. Have in mind clearly your goals, budget and deadlines so that when you talk to them, they get your objectives.
“Be open about your budget and goals. That way, no one wastes time if there isn’t a financially mutual fit.”
None prefer spending lakhs of rupees to
fall into a relationship that doesn’t eventually work.
Once you short list agencies you think are the best for your branding, consider the below points. They’ll help you find the best partner.
First impression is the best impression.
Make the most out of the subtle first interactions. Ask yourself the following questions during and after the first talk :
– How do they interact with you before you become their client.
– Are they prompt in initial mail exchanges and schedules?
– Do they ask relevant questions during your meetings? & How smoothly do they flow?
Natural chemistry matters. It never should be like a blind date where you realize both parties have nothing in common. If you’re not compatible as people, it will reflect in the work product.
You are unique.
A big part of successful branding is the ability to problem solve with a fresh perspective. Some branding agencies have portfolios that are undifferentiated – all work across clients look the same. You visual identities should express your brand’s unique voice and must solve your specific challenges.
Branding is not creation of new logo.
Your brand should live in the real world. Your branding partner needs to be well-versed across channels and mediums, and able to ideate and implement across various touchpoints.
Some agencies are strong with strategy but not so well versed with design. Others excel with design but fall short with the strategy. You want an agency that can deliver on both brand strategy and design at an equally high level that’s in line with your brand’s bigger picture.
They should lead you. Not vice versa.
A great agency should be committed to make your business successful. They shouldn’t be afraid to step forward, speak up, and say “Here’s what needs to happen in order to build a successful brand.”
Greatness is built by collaboratively working together to achieve success. Agencies that are client-led often result in poor outcomes. A great agency is built to lead the project, not just to stay on time, budget and scope, but more importantly to push you to a state that will make your brand more impactful.
Great agencies don’t focus on design deliverables first. They focus on the strategic path that will take you from where you are to where you want to be. What you need is an agency that can deliver both brand strategy and design – both at the highest level.
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