What Is the purpose of a branding agency?

It is unique to your organisation and helps you stand out amongst your competitors. It represents everything your company stands for and all its communications with the world, allowing your existing and potential customers to connect with and build positive associations with your brand’s persona.

A branding agency helps businesses develop a brand strategy, build a new brand identity, or update an existing one. Depending on the services offered, the agency will create your marketing assets, such as your logo and website and develop and implement a marketing plan.

How Important Is Branding?

Your branding is integral to your entire business. Your branding guidelines become the bible for your staff to follow, giving them a clear sense of the company they work for and how to present themselves to your customers. Your marketing efforts will rely on having strong branding in place. Your branding could be the deciding factor on whether your business will succeed or fail.

Let’s imagine you have launched a brand-new fizzy drink. It has a great taste and is healthier than current fizzy drinks, and your market research suggests your target audience will love your product.

Big brands already have a monopoly on fizzy drinks, so your branding needs to be heard in the noise. Simply having a company name, logo, and product name won’t get you very far. You need to give your audience a reason to try your drink over their usual choice and then give them a reason to keep buying your product.

A branding agency will analyse where your product needs to sit in the marketplace and its competitors. The agency will define what makes your business unique, how to appeal to your target market, and how to represent your brand.

Market positioning

The packaging design of your drink needs to be instantly recognisable from all the other drinks on the shelf. Everything from your logo to your unique proposition needs to be appealing, both visually and from an emotional point of view. If your unique stance is that your drink is healthy and ethical, your branding must reflect and capitalise on this.

Now imagine you are the consumer. You like to buy ethical products and are health conscious. What would convince you to try a new drink? Would a package design with a scene of a person hiking with a glorious backdrop of mountains appeal? How about a logo which features green leaves in the design? The design choices mentioned were deliberate to invoke images of health and the natural world and certain feelings such as happiness and peace. These choices allow your customers to form an emotional connection to your brand and develop positive associations.

Your branding reinforces the belief your customers are making intelligent choices with their money. Your brand will become one they can trust and become loyal to as your core values have appealed to their own. There are no guarantees of success; however, your drink will likely gather dust on the shelves without a proper branding strategy.