3 Ways to Tell It Is Time to Work with a Branding Agency
Is it time to take the plunge?
For something we are surrounded with every day, branding possesses a lot of mystery. If you struggle to understand or articulate your brand identity, you’re not alone. What’s more, you may be wondering if it is time to work with a branding agency. If any of the following things below sound familiar, then the answer is probably “Yes!”
Your Brand Identity Doesn’t Match Your Message
This is perhaps the most common pitfall we’ve seen among past clients, and it is easy to see why. Many businesses begin building their brand without the necessary expertise or resources. This creates a discrepancy between what your businesses is trying to say and what it is actually saying.
For instance, your brand image might project a lack of experience, whereas your service (and brand identity) may in fact be exemplary.
So what’s the solution?
Alignment is everything when it comes to maintaining a brand. By exploring your business’s purpose and crafting a brand position statement that aligns with that purpose, you can then begin creating a brand image (logos, photography, icons, illustrations etc.).
Secondly, it’s important to have a deep understanding of your target audience. If your service is best suited for risk-takers and cutting-edge clients, a traditional brand image isn’t likely to net the right people and vice-versa. A branding agency can you help you define your brand purpose, develop an image that expresses that purpose, and make sure it appeals to the right customers.
You’ve Changed Your Message or Services
If your business has changed substantially, either in its vision or the services it provides, you likely need to revise your brand. To do this properly, you need an outside team with no attachments to the previous brand to help make a clean and complete transition.
A brand agency will be able to help you re-position your brand and redefine your personas. If your business is changing, your customer base will as well. It is imperative you re-evaluate who it is you are targeting and why you are the ideal fit for their needs.
Your Prospects Don’t See How You’re Different from Your Competitors
In sales pitches, you find yourself on defense more than offense. Prospects are asking how your work is better than your competitors and why they should go with you instead of a cheaper option. You tell them repeatedly and you feel like you’ve done a good job articulating what separates you from the chaff, but they remain unconvinced and the sale begins to stall.
A strong brand will answer these questions up front, so that by the time you get a face-to-face with a prospect, you’re on offense and controlling the story. Brand messaging will also help you have concise and convincing answers for questions such as “What do you do differently?” and “Can you explain the value in this service?” A thorough persona analysis will help you identify and meet a prospect’s concerns so that you are equipped before the meeting even begins.
Choosing the Right Brand Agency
Hiring a Brand Agency should be exciting. It means your business is already on the path to growth and is ready to solidify its space within your industry. Knowing what agency to work with varies depending on your needs, the agency’s capabilities, and your budget. The best course of action is to explore options and find an agency of people you can trust. Building a brand is a deeply collaborative experience. You or your team will be working closely with the brand agency’s team. Find a team you communicate well with and you will be on your way to success.
Is it time you got in touch with an agency? View or services and find what is right for you.