As a professional branding consultant working for a branding agency I am always amazed at the lack of knowledge of ad agencies or marketing companies when it comes to branding. Sure, they all say they do branding but saying a buzz word does not make it so. All they really care about is doing what they do best. Media. That is right, they buy and sell media. That is how they make their money and what they are concerned about. So when considering an agency consider what ultimately motivates them.
Another big disadvantage that ad agencies have compared to a branding agency is their short term thinking. Sure they come up with funny and witty TV commercials that make you laugh but they are extremely short lived. A true branding company thinks long term and how actions internally and externally affect the brand. For instance you may have seen the new ASK search engine TV campaign that features Kato Kaelin. That was obviously done by an ad agency that could care less what the long term effects are on Ask's brand. Of course the customer approved that ad and should be ashamed.
How many TV commercials do you see that require you to scratch your head in amazement? These were all produced by ad agencies that have no real branding knowledge. A branding agency would not make these mistakes. Short term advertising is not part of the tactics a branding firm would recommend. Everything is done according to the strategy and brand identity of the client.
So why is that important? Building your brand identity is the most important thing you can do for your company. It is what differentiates your company from all your competitors. It is what makes your employees stay with your company or draws perspective candidates to your company. It is what reduces your marketing and advertising budget. Brand identity is the driving force behind your company. It will also help to develop your brand image in the marketplace which is what you are after.
When deciding on hiring a branding agency or an ad agency consider what is important to you. If you are just looking to make a quick hit in the marketplace then an ad agency may be the way to go. If you are looking to develop a long term integrated branding strategy then hiring a branding agency will be a smart decision for you and your firm.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Add to own websites
By: travelinaround | 25-02-2008
any chance to add to a website to encourage interaction?
Analyze the corporate culture
By: hamza_butt | 13-01-2008
analyze the corporate culture
Perfume names
By: triciamcdent | 24-12-2007
Perfume names are often attractive like Seduction or Lovely; or foreign like Tresor or Bellagio. What do you think is a good name for a perfume (real or imaginary)?
Corporate branding and technology outsourcing...unintelligent?
By: pluralconcepts | 27-09-2007
Plural Concepts is a corporate branding and technology outsourcing company. We are a team of practical consultants who provide our clients with what we call 'adaptive intelligence'. We have designed our bandwith of expertise in such a way that our technology outsourcing bandwidth provides us with a competive edge to support our corporate branding services.We are a new organization, probably an year old but we have come up with the capability of understanding the immense importance intelligence plays in everthing, may it be technology out sourcing or corporate branding.My question is can corporate branding be independent of technology? And when it comes to technology, doesnt adaptive intelligence play a significant role in building up a corporate brand through empowered technology?
What comes first: brand strategy or the name?
By: LEMINO | 13-05-2007
What comes first: the brand structure & strategy or the name of a company? Or is it possible to work on both at the same time (more or less...)
Old fashion marketing
By: gordon | 15-03-2007
Do you think marketing on the outside and not in media still works? is it still relevant? Or maybe marketing should focus only on the net and t.v?
Q&A Powered by:
Latest Marketing Articles
How To Upsell To Your Clients
By: Benjamin Bressington | 13/10/2008
Imagine that you're in the drive-through of a fast food restaurant. You've just ordered a special meal deal when the cashier asks you if you would like to make your meal a large or an extra large for only a few cents more.
How To Ensure Your Customers Send You More Business
By: Benjamin Bressington | 13/10/2008
Your customers are your biggest asset. In addition to ensuring that you remain in business, your customer base is essential to your overall marketing and advertising campaign.
How To Establish Joint Ventures
By: Benjamin Bressington | 13/10/2008
Arguably, every business owner shares the same goal: To maximize their profits. One of the most effective ways to maximize profits and grow a business quickly is to enter into a joint venture.
Display Advice For Corporate Glass Signs
By: Christine OKelly | 13/10/2008
Glass signs are a stylish, trendy, and effective method of advertising for any business. This article looks at different ways to use and mount a glass sign that will increase visibility and improve profits.
Guide to Free Website Promotion Help
By: Gabriel Killian | 13/10/2008
Information on getting free website promotion help to bring traffic to your website and better ranking in the search engines safely. Learn what "Free" really means in the Internet Business world.
Now, there is often a catch. Free Promotional tools and help often come with a price, even though they may...
Affiliate Marketing - What is it and How Can I Make a Fortune at It?
By: Egidijus Andreika | 12/10/2008
Affiliate marketing has been around for many years now. While some people have made millions in a short span of time, others may not have been so lucky. If you wish to get started and make money online then here is a step-by-step guide for you.
What is affiliate marketing?
Affiliate marketing...
Email Marketing Solutions And Trade Shows
By: Rudy Barell | 12/10/2008
Email marketing can turn your trade show experience into a huge success, by augmenting the positive image put forth to potential clients, and giving them the information and confidence that they need in your company to sign on. As a small business owner and operator, your image to future clients...
Benefits and Pitfalls of Generating Free MLM Leads
By: Brian Garvin | 11/10/2008
You can make money in Multi Level Marketing (MLM) by selling the products, however to generate the maximum income from this form of business you really need to develop your down line of independent distributors that are also selling the products and building their businesses. Potential new distributors are known...
More from Scott White
The Branding Agency Profile
By: Scott White | 02/09/2008 | Marketing
Branding and specifically brand identity is the soul of your company. It is everything you believe in and strive for as an organization.
Branding Is Complicated Choose Wisely
By: Scott White | 29/08/2008 | Marketing
To be a true branding company they must focus on one thing. Branding. Branding is not about media buys, logo designs and direct mail.
How To Hire A Los Angeles Search Engine Optimization Company
By: Scott White | 27/08/2008 | SEO
A Los Angeles Search Engine Optimization marketing firm should be about long term strategic thinking concerning their clients search. Some of the strategies and tactics a seo firm should take is keyword strategy, content development, seo marketing, link building and internet branding.
St. Thomas Restaurants And Choices While On Vacation
By: Scott White | 12/08/2008 | Travel
Make sure to book you dinner reservations in advance. During the busy season a lot of the restaurants book up so call ahead. There are more than 100 dinner places to choose from. What is your taste? Do you like Italian?
Hiring A Word Of Mouth Marketing Company
By: Scott White | 11/08/2008 | Marketing
Ultimately you want to build your brand and the best way to do that is working with a branding agency or marketing company.
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.
Marketing 
