Everybody Brands Up!
May 14, 2008
Author: Ricardo Rosas-Creative Director
Key points to hire a branding team.
A few days back I was walking to a restaurant with my wife and I happened to overhear some men talking about marketing and branding. They were really going at it. I could not help but notice that they referred to marketing as if they were talking about branding. Yes, as if the two where the same thing. I know both disciplines overlap but are not the same beast. I thought to my self, it seems that nowadays everyone is a marketing and branding expert, no matter what level of experience they have in the subject. Just get a Mac, a plan and let’s make some money.
As time changes and technology is readily available, the graphic design industry as it was conceived 10 to 20 years ago has dramatically changed. Large ad agencies have increased their PR and web services in order to maintain revenue going. Medium to small agencies morphed in to one-stop-shops to compete in a saturated market that includes design buffs, fans, wannabes, and the like.
Clients have picked up on this and many feel that they could get everything under the sun at very low rates. This is also thanks to companies that charge a fraction of the standard cost to develop a brand (the Walmarts of identities). Off course there is a market for this, but how would you know that your brand is developed to fit who you really are? This might sound cliché, but how many agencies will tell you the same tale? How would you know what to do? Who to hire? What is good design? What is bad? What is a fair cost? Etc.
A starting clue for selecting a design firm is the agency portfolio, past clients, and experience. But many agencies fail to do one thing when developing a brand for their clients: Appropriateness! What will the value of your brand investment be if your company brand looks like your agency’s sister brand? Yes it looks cool but is that you? Does that reflect your business offerings? Does this brand fit with your personality, product, culture and future business goals? It is true that it is all been done. But uniqueness comes from knowledge. The more your agency knows about you the better.
This brings me to the next point. Many clients are uncomfortable revealing their business goals and growth. However, there needs to be a good synergy to start with in order to create something truly yours and unique. In addition, some clients think that if they have a Mac and the software they could have done that themselves. Do not fall in to this trap. Yes, with the software you could have put something together, but it will be just “something.” It might get you out of a bind but it will not transcend further. If the agency knows what they are doing and take pride in what they do, they will make you look more than just professional and credible, they will develop a brand that will stand out and last for many years to come. You will have a brand that you can call your own. So, do not underestimate the power of graphic design just because we designers use computers to develop design. As with everything done with skill, graphic design is an art the takes craftsmanship, skill, experience and talent.
Next time you are shopping around for a branding agency, keep the following in mind:
1- How do I feel around them? Do we connect in some level?
2- How much I am willing to share with this team? (If you do not feel comfortable, try another option.)
3- Besides the agency’s work, what else can I feel/see that illustrates their ability to create new memorable concepts and ideas?
4- If price is an issue, go to Walmart of logos companies. You will get a quick fix while you invest on a brand that can grow with you. At the end, you pay for what you get.
5- Does the agency understand your marketing challenges? Can they visualize your potential and growth? If you aren’t sure, ask them.
6- Make sure the agency listens to you. This is a simple but important one.
7- Once you have found the agency you want to hire, learn to listen and trust them. Most agencies genuinely care about their client’s success and this will open a channel for interaction and respect that will bring better work for your business and ensure a great, long-lasting relationship.
In a world filled with “branding/marketing experts” make sure you remember that branding is like your company’s clothing. It is the well tailored suit or the tennis shoes. Neither of them is better than the other as long as they are appropriate, memorable and fit your company business, goals and product offering. Really this is nothing new. It is just little reminder of what matters when looking for the right brand, the right team and the right results. At Skogen Group we make a conscious effort to work with clients that we can get to know and help provide them with appropriate brands that truly represent who they are. Good luck in your search and don’t hesitate to give us a try.