How to Choose a Branding Agency

How to Choose a Branding Agency

Joe Hedges

The typical branding agency from the past (or at least a more professional branding agency) have focused on the standard mission, vision and values approach. And yes, this works well as it understands what a company stands for and aligns the brand around this. However in practice over the years, I have noticed a few things that happen, firstly, the client starts to feel engaged in the process, they get excited and start to get more involved (all good), however, in some cases I see that as they start to get to understand our processes and get more involved, they stop focusing on the end result and start to refer back to the work, aligning to what are they are today, or what they want to achieve, and the client gets more and more drawn into the process. And while it is good to get the clients attention and involvement in the branding process, it isn’t so good for the branding agency to loose grip of the end result.

It’s interesting when I look more holistically at the results of the bigger and more established branding agency – I wont mention names, you start to see that once they become well known for what they do, they start to be trusted by companies and brand managers, who acknowledge that they don’t actually need to sculpt the end result for themselves, they trust the branding agency to make recommendations, and then from here reap the rewards of this. The result from these branding companies in London are more arresting, vibrant and produces braver brands, and once these brands are out there in the world, they start to grow and form new brandleaders, brands that others can only hope to follow.

So, to be a really great branding agency, the answer is in the branding process, making sure that you educate the client in how brands work, how his brandworks and how his demographic will be inspired by a new brand. The branding agency I work for today, Garden, in my opinion, has been educating companies in this way for many years now, it’s in recent years that clients have seen us as a more conceptual branding agency, with strong strategic anchors. In fact one of mybrand strategists often refers to us as being creatively driven and strategically anchored, and I like this description as it is accurate and what I would suggest other branding agencies should aim for, after all, you should never be different for the sake of being different, or so strategically aligned and ‘safe’ that you loose anybrand personality.

In summary – be brave creatively, take care to align your brand to the demographic, educate the client, don’t let go of the brand. Oh yes, and of course all this happens if you have a great design team – a branding agency for today.

Joseph Hedges associated with Branding by Garden, is one of the famous Branding Agency London, brand company London provides brand consulting, brand design, brand strategy, identity design, corporate identity and naming.

Original source:- branding company

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