The age old question of determining if you need to bring in an external branding agency is still relevant today. Whether it’s because of tight budgets, a hesitation about letting outsiders inside your business, or a general ‘we can just do it ourselves’ mentality, many companies look internally to tackle even their largest branding projects.
But whether it’s a repositioning, a new visual identity, or an all-around brand turnaround, this might be a mistake for businesses who really want to position themselves to thrive in a fast-paced, highly-competitive market.
What Value Can a Branding Agency Bring?
There are many benefits of bringing in an outside branding agency.
A fresh perspective:
It is easy to get stuck in old models of thinking. And those close to the business often have blinders on about what’s not working and what can be improved. As a result, an outside perspective is often key to fostering innovation, creativity, and problem solving. New questions arise. The conversation changes. People get unstuck and realigned. And key business problems are solved with efficiency.
Expertise and skill:
Agencies bring to bear a diverse array of experiences from many different industries. And this broad perspective is invaluable. Agencies have proven frameworks and methodologies to solve problems and uncover opportunities. As such, they can prescribe the best approach based on your specific situation and needs. And they have a team of professionals that have tackled all kinds of different business, brand, and culture challenges and bring that knowledge to the table for you. And it is this kind of expertise that guarantees a better positioned, more meaningful, effective, and impactful strategy.
The ability to move with speed:
Speed is key to competing today. So if your brand can’t move quickly, adapt dynamically, and fast forward itself towards the future, your business won’t be able thrive in today’s competitive landscape. A branding agency brings a dedicated focus to your project that is just not possible for an internal team that is already balancing a full plate. Also, financial investment in a project makes it more of a priority and guarantees the attention of executives that it needs to get it done.
Readiness for change:
Change is hard. And it’s often difficult for those inside your business to convince others on the inside that the change is right. The external perspective an agency brings along with proven experience could be what is needed to help your team take that strategic step forward. And once the strategy is approved inside the C-Suite, it is time to once again lean on the experience of the agency to develop a plan to successfully socialize it through the rest of the organization.
An understanding of the value of brand strategy:
Investing in a brand strategy means investing in your business. There’s great value in making a purposeful, meaningful brand strategy a core driver of an organization. But key players inside the organization might not hold the same opinion. There is much value to gain well beyond the marketing team. As a result, guidance communicating the value of investing in a brand strategy to everyone within your business is key to the projects success. Sales, product, human resources, customer success and engineering can all benefit greatly. An agency can help assure that you have the right level of support for it to pay off.
A long-term partnership:
A top branding agency engagement should bring value beyond just the current project at hand. It’s hugely beneficial to have a group of people outside of your organization. These people already understand your business inside and out. And as business progresses and important decisions arise, they are there to seek out for guidance. A strong relationship with an agency can help build a valuable network that can grow and grow.
Some things are better done together. And building a strong, impactful, and meaningful brand requires all the people key to your success coming together. Invest in working with a branding agency and you will add an entire team that can work alongside yours. Invest in your brand’s success and position your business for greatness.
Emotive Brand is a San Francisco design and brand strategy agency.