Business large and small should consider hiring a professional branding company. A branding company brings a lot to the table. First and foremost they bring a third party objective point of view that a business is unable to obtain. The old saying holds true, you can not see the forest through the trees. But how do you choose the right branding company? Ask yourself these questions.
How do they promote themselves? Are they calling themselves an advertising agency that also does branding? If so, they are not a true branding agency. An advertising agency has a hidden agenda, to sell advertising. A branding company does not favor one tactic over another so they should not and would not promote advertising unless it is the right direction to go in. Be careful of these ad agencies that say they do branding. It is much easier to use a buzz word like branding then to actual know how to brand properly.
Are they a web design company that says they do branding? These are the absolute worst offenders of not being a branding company. Ask them simple branding questions like what is positioning or explain the difference between brand identity and brand image. Most will not even know the answer. Then you can ask them a trick question like define brand equity (currently there is no definitive answer). Web design companies are well, web designers. They are not strategic branding experts by any stretch of the imagination.
Are they a marketing company that says the do branding? Be very careful of marketing companies as they are the sneakiest offenders of all. They will talk strategy and integration but they know little about internal branding. They typically promote external branding tactics like direct marketing, logo design, advertising etc. Marketing companies do marketing not branding.
Are they a direct marketing company that says they do branding? Boy oh boy, these companies are so far from true branding they wouldn't know it if it hit them in the noggin. Direct marketing can be a great tactic but branding it is not. True branding companies only promote direct marketing when the return on investments warrants it. The average return on investment with a direct mail piece is a half to a full percent. Personally I think that is a small return for the investment required which is why direct marketing is typically used as image building with branding companies.
Are they a search engine optimization or internet company that says they do branding? Internet marketing is one of the most effective returns on investment in the business today. Search engine optimization is probably the best single tactic for building brand awareness and sales and is the reason we hired a staff of SEO gurus. But when it comes to branding they will fall very short in planning, strategy, creative and many other areas.
Are they are branding company that really does branding? Unfortunately we have seen a lot of companies call themselves branding agencies but in all reality they are not. So how do you know how to choose the right branding company?
Ask them the following:
What types of services or programs do they have established for internal branding? Internal branding is often overlooked by every other type of company out there. It is a great indicator that you are not really dealing with a true branding company. Sure external branding is exciting and fun but if employees do not buy into it or unaware of it you are going to find yourself in big trouble as well as having wasted tens of thousands of dollars on your external campaign. Look inside yourself and make sure you have set up the right policies and procedures that best leverage your brand identity and positioning. For instance, Volvo the automobile is clearly the safety car company. Their employees should eat breath and sleep safety, safety features, safety technology etc. They should know their brand promise and how it relates to their customers. This is why even though Volvo is probably not the safest car on the road they are perceived to be. Ask ten people what's the first thing they think of when it comes to Volvo and the answer will be safety.
Once you have confirmed that the branding company does instill internal branding practices then you can move forward with them on strategic direction and planning. Look for companies that only recommend tactics that will obtain the best return on investment and not canned specific tactics like advertising or direct marketing. You want open objective strategies and tactics to move your brand forward which is why choosing the right branding company is so critical.
Related Articles
Branding Agency Benefits
By: Scott White | 03/07/2007 | Marketing
Once you have interviewed your employees you will want to analyze the data and understand what is happening in your company. Do they understand your brand identity?
How to Tie Marketing to the Bottom Line
By: Linda Passante | 04/02/2008 | Business
The marketing department has traditionally existed outside the revenue column. But, it's time to demand the same demonstrable results that you would require of any of your business units. Marketing is more than a maker of multi-media; it is a catalyst that reenergizes how the company thinks, invests, acts and connects to your bottom line. So how do you measure the efficacy of your marketing efforts?
Branding Agency Versus Ad Agency
By: Scott White | 03/07/2007 | Marketing
All they really care about is doing what they do best. Media. That is right, they buy and sell media.
Brand Identity Guidelines
By: Scott White | 10/07/2007 | Marketing
Start with performing some branding research. When was the last time you went out to customers, prospects and past clients and asked them what they thought of your industry?
Branding Agency Strategies
By: Scott White | 11/07/2007 | Marketing
If Volvo equals safety and Nike equals performance what will your company equal? This is critical. What will you stand for?
Hiring A Branding Agency
By: Scott White | 11/06/2008 | Branding
Choosing the right branding agency can be a daunting task. The problem with the selection process is that every marketing, advertising and graphic design company says they are a branding company.
Strengthening Business-2-business Brands With Emotional Appeal
By: Brandon Fritz | 09/07/2007 | Advertising
Kolbrener has always argued that stirring the hearts of prospects and customers is not the sole province of consumer brands — in fact, we’ve been downright evangelical about the importance of emotionally appealing brands for B-to-B companies. With our own clients, we have shown again and again that even businesses in outwardly “unlovable” industries experience benefits when their brands become more robust and more emotionally engaging.
Build and Manage Successful Brands With Bios (brand Impression Opportunities)
By: Peter George | 29/06/2006 | Marketing
Today's onslaught of information, news, and thousands of daily marketing messages leaves marketers with what some see as an almost insurmountable task -- developing effective ways to break through and have their messages resonate with their target audiences. I, however, see this as an incredible opportunity.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Would there be any harm to a private business ...
By: drabsv | 03-07-2008
Would there be any harm to a private business enterprise if they keep their whole (monthly) budget open to the public?
What is SmartGreenUSA?
By: clm168 | 24-06-2008
What is SmartGreenUSA?
Family Business as a Job
By: MarilynBB | 21-06-2008
Would you like to work in a business run by one of your family members? Why or why not?
I assume that there are two types of organisations ...
By: drabsv | 18-06-2008
I assume that there are two types of organisations according to the relation structure-people:(1) organisations which expect employees to adapt to their rules, roles and conditions of work. If there are not enough candidates, these organisations react by either increasing salaries or by coercing people to work there through various mechansims - manipulating unemployment rate (e.g. outsourcing work to overpopulated Asia, letting immigrants in); mandatory labour service/ military service; etc. In brief: "the individual must fit into the system". An example of a policy of such organisation: "working time is set Monday till Friday, from 8 am till 5 p.m".(2) organisations which create their rules, roles and work habitats with the human in mind, from the very outset; they also maintain feedback loops to change (improve) those rules, roles and conditions for work when necessary. In brief: "the individual must fit to the system and system must fit to the individual".An example of a policy of such organisation: "the working day is 8 hours; standard working time is set Monday till Friday, from 8 am till 5 p.m but you can arrange with our managers a different schedule, convenient to you". If my assumption is correct, any examples of type (2) organisations?
Who would like to develop a trust business relationship and benefit from the great links I have for sale?
By: shmitche | 27-05-2008
I need trust based business relationship because... This is what I have to offer: 1)Permanent one way links. 2)In a network of 1000's of untapped websites: PR2 ? PR5 only (Class ? C). 3)Unique handwritten content only in this network and every post. 4)You can target and rank for any text link keyword you choose. 5)You can direct your link to any page you choose in your website. 6)Completely untraceable. 7)Only 5 dollars a link. 8)Content and links are distributed naturally (chosen from options by buyer through me) for SEO. Restrictions: 1)No porn, gambling, or black hat websites or cheap websites. I will have to authorize the site. 2)Security is tight there are no reports (I don?t have access for my own sites) only yahoo link search and a jump in rankings and traffic will be evident. 3)I only want to sell once a month to one client. 4)I will only sell $500 - $600. per month 5)Payment must be upfront (A must for system to work) 6)Will not reveal my source. Contact me for any questions.
Best stock charting sofeware out there ...
By: smashmouth | 01-05-2008
What is the best stock charting softeware out there. And is there a free online verion that is just as good
Q&A Powered by:
Latest Advertising Articles
Long Web Forms Online: A Marketing Lesson from Owner Builder Construction Loans
By: Chris Esposito | 23/07/2008
Owner builder construction loans are marketed online using an extremely long, detailed information request form, often consisting of 35 to 50 individual fields. Compare this to the standard short web form with fields just for a client's name and email. Why would you ever want to make the switch to a long web form to sell your product? Let owner builders show you the way.
Business Social Media - Domain Name Guide
By: Barry Hurd | 22/07/2008
On the web, your name can (and is) your reality. However naming yourself online isn't that simple. Choosing a domain name for a business web presence is one of the most critical items in your promotional venture.
Two Tips for Starting an Online Business
By: Will Smith | 19/07/2008
It only takes two little tips to get your online business started. If you use them, you will have a head start when compared to most people.
Creative Ways to Attract More Visitors to Your Trade Show Booth
By: Amy Nutt | 19/07/2008
When you own a business, it can be a great idea to set up a trade show booth at a convention as a way to showcase and sell your products. Trade show booths allow you to be able to gain new customers and make individuals aware of your business and what it has to offer.
What Are the Types of Banner Stands Currently Available?
By: Amy Nutt | 18/07/2008
When you've been to a trade show, have you seen booths that had no type of display available? These types of booths sometimes consist of tables underneath some kind of shelter, but they don't have anything pointing out who they are.
Writing Advertisements that Work
By: Deep Arora | 16/07/2008
Whether you advertise via the medium of radio, print or on television, the most crucial element of your marketing strategy is the way in which you promote your business.
3 Cool Tools for Todays Online Business Opportunity Success
By: Donald Pope | 14/07/2008
If you start an online business of your own you have several things going for you in todays business world. One of those is using the Internet to help you be more successful. Lets talk about a few cool tools that are available to you that can help ensure your online business opportunity success.
Barack Obama is a Maverick Thinker
By: Ted Hebert | 14/07/2008
Barack Obama's campaign has been immensely successful at going against the grain. The lessons of his highly successful campaign should be applied to your business every single day.
More from Scott White
Hiring A Marketing Company
By: Scott White | 18/06/2008 | Marketing
Choosing the right marketing company can be a daunting task. The problem with the selection process is that every branding, advertising and graphic design company says they are a marketing agency.
Hiring A Branding Agency
By: Scott White | 11/06/2008 | Branding
Choosing the right branding agency can be a daunting task. The problem with the selection process is that every marketing, advertising and graphic design company says they are a branding company.
NFL Merchandise Tips For Women
By: Scott White | 19/08/2007 | Sports and Fitness
I am a woman who enjoys her fair share of sports. Football is one of my favorite games to watch, and I am always excited when the fall season rolls around and Sunday turns into NFL day.
Landscape Design Ideas
By: Scott White | 15/08/2007 | Gardening
If you are like me then this should motivate you to spruce up your own yard. There are different looks and styles of landscape design out there today.
Landscape Design Tips
By: Scott White | 25/07/2007 | Gardening
Whether they are stored in the garage or the shed most people have a small stockpile of gardening tools. These stockpiles might include rakes, shovels, ground claws and most likely a pair of old gardening gloves.
Dallas Cowboys Merchandise
By: Scott White | 24/07/2007 | Sports and Fitness
Perhaps you already own enough clothing and you are looking for a different way to support the team. A team flag to hang on your front door is a great idea.
Buying NFL Merchandise
By: Scott White | 17/07/2007 | Sports and Fitness
The number one item in NFL merchandise is the team hat. Whether you are in a mall, or a grocery store, or the movies you are bound to see somebody wearing a hat with the symbol of their favorite NFL team.
Branding Agency Strategies
By: Scott White | 11/07/2007 | Marketing
If Volvo equals safety and Nike equals performance what will your company equal? This is critical. What will you stand for?
Advertising 
