Businesses operating on a strict budget might feel like hiring outside marketing help isn’t affordable, but neglecting to invest in this area can mean missing out on a significant amount of sales.
Branding agencies work with companies of all sizes and industries to gain the attention of new customers while also building a strong, memorable public persona. There are several ways to describe “branding,” but typically, it will include the development of a company’s identity, messaging, and visual components such as logos, slogans, and more.
This article explains the benefits of hiring an agency and provides insight showing how a branding partner can help your company grow.
1. Outside Perspectives Are Valuable
You know your brand inside and out. But, unfortunately, that might be precisely the thing that is holding you back from effectively marketing it to potential customers. It’s easy to make assumptions that your audience knows certain things about your company, but the reality is they could probably use some additional, or an entirely different, explanation.
When hiring an agency, you’re hiring a team of individuals who aren’t intimately familiar with everything your business offers. Their lack of familiarity with your band means that along with helping you develop creative assets, improve your messaging, etc., they can also function as a de facto focus group. For example, they can help you understand, from a consumer’s perspective, which things about your business are most notable to someone who has never previously heard of or done business with your company.
2. Creativity is a Skill
Everyone possesses their own unique form of creativity. But like anything else, it’s a skill that improves through repetition. Those with years of experience in branding and marketing can take a concept and bring it to life in a marketable way by connecting to your audience.
Make no mistake about it – there’s a significant degree of subjectivity when it comes to branding. Individuals have a variety of tastes, and it’s impossible to please everyone. That said, creative agencies have the luxury of using data to guide their creative vision. Having a pulse on the researched metrics and current consumer tastes is a full-time job. If you’re busy running your company, it may be easier and more effective for your bottom line to leave creative considerations to the pros.
3. Consistency is Key
Does your company have brand guidelines? Unfortunately, this fundamental marketing element can get overlooked when small businesses focus on things like payroll, serving the needs of demanding customers, and simply keeping up with the day-to-day requirements of running a business.
Brand guidelines ensure consistency throughout your marketing material. These clearly-defined standards include things like: fonts, colors, logo styles, slogans, images, and more. It might seem insignificant to know exactly which shade of blue to use when creating a flyer, for example, but in the eyes of your customers, uniformity means professionalism.
As your company grows, the presence of brand standards and guidelines becomes non-negotiable. So do yourself a favor by hiring an agency to help you iron out and document the details before it becomes(another) last-minute issue you have to deal with questions like, “What font do we use on this advertisement?”
4. It’s a Mutually-Beneficial Relationship
Imagine hiring an entire creative marketing department at a fraction of the price. That’s what it’s like working with a branding agency. several undeniable complications. For example, in non-sales roles it’s nearly impossible to accurately identify an employee’s true value in terms of dollars. Not to mention, if someone’s slacking off, it’s not easy to let them go. Inevitably, some staff members will abuse their job security by supplying a less-than-ideal work output.
If your agency partner isn’t making your company money, then you’re going to let them go. Branding companies have no choice but to help your business grow if they want to stay in business themselves. This mutually-beneficial relationship means you’re always going to get their best effort, as they’ll constantly be trying to win your business now and in the future.
5. Industry Knowledge Matters
Branding goes beyond just making marketing materials look nice. At its core, the goal is to create a positive thought in consumers’ minds when they hear your company’s name. It’s an art to be sure, but there’s a great deal of science behind it as well.
Believe it or not, there are ways to quantify the visual and messaging preferences of audiences through polls, focus groups, and simply looking at data from social media platforms and other online media sources. The numbers don’t lie, and if you don’t have the metrics at your disposal then you’re not going top be able to optimize your branding strategies. Businesses that rely on their “gut” feeling are neglecting a crucial piece of the equation – the audience!
An effective, reputable agency will always make decisions based off researched, data-backed information. If this isn’t something you’re able to do in-house, then it’s worth bringing a partner on board. It might feel like a risky investment at the time, but if you’ve done your due diligence in evaluating the agency, there’s a good chance it’ll pay off over time.
Our mission is to help your company stand out in a crowded marketplace. Through inspired design, creative concepts, and targeting marketing campaigns, we bring businesses to life by capturing the attention of potential customers.
If your business could benefit from a branding partner, get in touch today for a consultation. We’ll work together with you to find solutions that meet your goals while staying within your budget.