Why should a company engage a professional branding agency? It’s a question often asked by medium to smaller businesses concerned with the extra effort or cost. Yet the long-term benefits far outweigh the investment. Brands developed through a systematic approach – built on insight, with a clear strategy and brand proposition – can generate real desire and loyalty among customers. Achieve this, and you’re well on the way to commercial success. Engaging a branding agency to guide the process is an investment that delivers lasting returns.

People want to be inspired by unique ideas and true passion, to get excited about what their brand could become, and to be energised by creative thinking. A good branding agency should be judged by its energy, personality and values. Agencies exist to deliver that spark of magic, to pitch a vision everyone can get behind. Ultimately, it’s about shaping a shared vision that creates powerful and enduring brands.

So how do you choose the right agency? Leigh Banks, Spinach branding director, shares his top tips.

Do your research

View it much like a partnership: you need to have chemistry. So, the first step is to identify a branding agency you actually like. View their portfolio. Speak with their clients. Make an appointment to meet with the agency team. It’s imperative to get to know, admire and respect the branding agency’s work. And it helps to share similar values.

Look beyond specialities

It can beneficial if the branding agency has experience in your field, but that shouldn’t necessarily govern your choice. The global trend is moving away from favouring agencies with single market expertise to ones with a broader knowledge base and skillsets. It reflects the changing landscape where businesses have become much more fluid in how they navigate multiple areas.

Foster a culture of collaboration

Marketers in larger companies with in-house creative capabilities are increasingly partnering with external agencies. They know the benefits of engaging independent branding directors who will bring with them multiple experiences and expertise. And a healthy collaborative environment will only add to the dynamics of the project. Teams can learn from one another. They can share ideas and approaches. They can even have fun in the process.

Ideas, ideas, ideas

The creative work should always be the conversation starter. Champion the best ideas, no matter how they originate. The partnership should be about creating the right environment to nurture original concepts. Rather than limiting the branding agency to a single direction, encourage them to be inventive and think outside the box.

Big isn’t always better

The old model of taking on the biggest and brashest agency has long gone. Larger agencies may seem more seductive, but their senior experts are also likely to have less personal time for your business. On the other hand, boutique branding agencies often make up for smaller client portfolios by being hands-on and dedicated to the project.