You know the saying "A lawyer who represents himself has a fool for a client"? Well, agencies that try to brand or rebrand themselves very often fall into that same category. In my own experience as a former owner of an ad agency, it wasn’t until we brought in a branding expert from the outside that we hit open our real unique selling proposition. I had conducted numerous successful branding sessions for clients, but it was that experience that proved to me that doing it for yourself is, at best, risky. At worst, it can position your agency incorrectly, inhibiting future growth. So my advice, be smart and go to an
outside expert for help. It usually turns out to be a good investment. And, of course, the big question is what you do with your new brand to fuel agency growth.
You cannot develop your agency brand overnight. And doing it yourself may take the better part of a year to fully research and analyze your brand, arrive at your claim of distinction, and create a positioning statement that truly evokes the essence of your agency. Bringing someone in during this process usually shortens the time from when you initiate the process to when you launch your new brand. In any event, don’t delay. Begin your branding effort today, and it’s imperative that you put a consistent and sustainable program in place that communicates your brand. Branding your agency is just the first step to a
“new business” program that can sustain your agency for many years to come.
Posted: Aug 15, 2011 By: herb