What does a Branding Agency Do

Branding is not Marketing, just as a branding agency does not do marketing roles.

Are you confused? To be honest, it’s a normal reaction. We are not sure what the statistics are for how many believe that branding is the same as marketing but we do know:

Coca-Cola spends an average of $4 billion on branding each year – (Source: Investopedia)

Amazon spent close to $18.88 billion on branding and marketing in 2019. (Source: Statista)

Why do you think big names such as Coca-Cola and Amazon spends this much on Branding consistently?

That’s because the cost is even greater have they not invested in branding. A trifling amount, we are sure.

But what could be the role of the branding agency in all of these successes?

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Table of Contents

The Role of a Branding Agency

A branding team’s role is often attributed to Marketing. We don’t want to steal the thunder from Marketing, but we think we need to give the credit to where credit is due.

The first role is to be a steerer.

Like many management roles, an agency’s role is to help steer the business in an opportune direction. Because Branding comes first before Marketing, it sets the path for all the marketing initiatives. The look, feel, story and message are just basic branding agency services, it goes a lot lot deeper. It is our job to be able to cohesively put together elements to create and launch a competitive brand in the market.

As a brand development agency, let us share with you some KEY ELEMENTS of Branding and how each plays a very important role in the success of a brand.

BRAND IDENTITY

Who doesn’t recognise this iconic yellow curve? The color combination that weirdly makes sense? The iconic look and feel that is recognisable in ANY part of the world? This BRAND IDENTITY is not just a result of googling best color combinations or colors for restaurants, but the idea is deeply rooted from the story of Mcdonald’s, its founders, and their business journey. The role of branding agencies in creating a brand identity is laying down the foundation of a brand by translating its story into visual elements and bringing all of these to life.

BRAND IMAGE

BRAND MESSAGE

Nike has always been clear with their 3-word brand communication- JUST DO IT- a positive reinforcement and acknowledgment of persistence, perseverance and courage which are the things that make up their target audience- the fitness enthusiasts. Their message is then translated into actions that speak volumes about their initiative to support any sport, anytime, anywhere in order to achieve their goals. A brand message is developed through research and immersion in communities and groups where a brand’s target audience is and mastering how they communicate and what they want to feel and hear.

BRAND DIFFERENTIATION

When it comes to brand differentiation, Tesla is one of the KINGS. Set up not just as a premium brand, but one-of-a-kind and futuristic. It has provided a unique product design, experience and has established technological omnipotence. They have totally redefined LUXURY. This is a strategy that branding experts use to give brands the advantage of standing out in the crowd.

BRAND POSITIONING

Apple is the perfect epitomy of class meets creativity. When it comes to smartphones and other smart products, they may not be revolutionary but THEY ARE luxuriously different. During the time that tech brands tried to hard sell creativity and its “add ons”, they (LITERALLY) simplified their products, instantly highlighting innovation and the prestige of owning an Apple product. The brand position is something developed by a branding and marketing agency coming from intensive research and analysis of data. This is a collaborative effort of branding and marketing teams, working hand in hand to help brands gain significant advantage by making sure they are strategically placed in the market.

Brand Equity

This branding element is probably the trickiest to build but this is what makes a brand profitable. Brand Equity is the market value established by the brand that equates to the willingness of consumers to choose the brand and Coca Cola is one of those brands who have achieved this. Whatever the brand has launched, patrons will always try it out. To achieve this, branding agencies continuously invest time in research and developing branding strategies to help promote and bring brands to a higher level than before.

BRAND PERSONALITY

Aside from cake, Hallmark is probably one of those staples in gatherings, parties and celebrations all around the world. The witty, fun-loving brand has spread inspiration, love, comfort and laughter to friends, families and lovers. The brand has bridged friends and loved ones from different states, countries and even continents and is known for being the genuine voice of unspoken emotions between the sender and the receiver. A brand development agency will make sure that a brand’s personality is atuned to all other elements and perfectly represents a brand’s “WHY”.

BRAND EXPERIENCE

If you recognise the image above, then we have already proven outr point- BRAND EXPERIENCE is one of the key elements that propels a brand’s success. A Branded Customer Experience is deeply rooted to a Branded Culture. If you are a startup branding agency or branding agency for small businesses, may this be a solid advise- building a good culture, training employees and making sure they are physically, mentally and emotionally equip to bring their best foot forward is THE KEY to great CX.

Q/A Regarding Branding Agency

What is a branding agency?

A branding agency creates and launches brand ideas and strategies. It is our task to make sure every element harmoniously co-exist with each other and make sure its is consistently being applied to all elements that represent what your brand is all about.

Are branding agencies still relevant?

Yes. Especially agencies with years of experience are currently sought-after for their expertise in launching brands and creating strategies which is every brand's TOP PRIORITY TODAY.

How to build a strong brand?

The measure of a strong brand is how a brand got the basics of branding right, how all elements were expertly put together to tell the brand story and how it was strategically put out there.