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When to Ask for Help Developing Your Brand Identity


If the previous discussions regarding branding, ( posted prior to this one ) , seems like a lot of work, it doesn't have to be. At EDR the basic intent is to paint a clear picture of what your brand stands for and how you want it perceived by your customers. However, if the process seems daunting or you feel you could benefit from some professional help (no, not that kind!) then by all means reach out to an advertising firm. Here are some considerations if that's the route you'd like to take.

1) Have a clear understanding of what you are hiring the agency for and the services you need.

Do you have an in-house design staff, but just need help defining your brand? Have you tried to develop your brand identity on your own but are not confident it's defined clearly enough? An agency will want to know where exactly you are in the process so they can properly focus their efforts on the areas of need. Here is an RFP (request for proposal) template you can use to formulate your thoughts if you choose to reach out to agencies.

2) Can you afford an advertising agency?

Just like any professional service, an advertising agency costs money. On the flip side, just like any professional service, you're hiring experts with a ton of experience who know their craft and can provide expertise you either lack, or don't have time to learn. Through the RFP process you will begin to get an understanding of what different agencies cost. Be as specific as possible when you detail the scope of the work you're looking for.

3) Match the size of your company to the size of the agency.

If you're a small or mid-sized business, you should seek out a small or mid-sized agency. While you might find a deeper service offering at a larger agency, you might not have access to the agency's top talent as they will likely allocate it to their larger clients. With a small or mid-sized agency, you're more likely to have direct access to the agency president if needed, as well as the agency's top talent.

4) Match the agency's area of expertise to your industry.

While any agency worth its salt can certainly learn the ins and outs of your industry segment, many agencies, by design, choose to focus on specific segments and hire personnel with deep experience in that field. Identify which agencies focus their business within your industry, and start there.

5) Meet the agency principal and everyone who will work on your account.

This is known as the "chemistry test." Anyone can be the best in their field, but if personalities clash, it's a recipe for disaster no matter how capable the agency may seem. An informal lunch, meeting at an industry event, or an after-work meetup are the best ways to get past the professional veneer and experience the true personality of the people you may end up doing business with.

Tying the Branding Bow

Defining your brand identity is much like packaging and presenting a gift. You want the recipient to be pleased with the offering -- and that includes everything from the outer wrapping, to the style of packaging inside, to the gift delivery, to the usefulness and appropriateness of the actual gift itself. You want the recipient to understand that forethought and heart went into the selection of the gift, and that it was chosen out of compassion and understanding. And you want it to represent the love you have for, in this case, your customers!

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