Building a Brand? Learn What to Tell Your Agency.
Building a brand is one of the most important things you can do for your business. If done by professionals, it will add definition and direction to your marketing. Before your agency gets started, be sure to give them all the information necessary to position your brand in the best way possible.
Talk about yourself
Why did you create your business? What makes you different? What do you like to do for fun? You'll want to go into as much detail as possible. Don’t stick to the usual answers. Everyone talks about their level of integrity and honesty, which is fine, but go in deeper. What makes you really special? If you like to rock climb, talk about it. This is all vital information. Your agency will want to know EVERYTHING there is to know about you. Even the not-so-nice stuff, such as some of your weaknesses or your pet peeves. Why? Your agency needs to have a thorough knowledge of you and your business when creating your unique brand and brand messaging.
Talk about your process
What do you normally do? How often do you communicate with your clients? Do you take clients to dinner? Take them on your boat? Talk about all this. Your agency will want to know exactly how you interact with each of your clients and what the usual routine looks like. What do you talk to them about? Walk them through the typical process from the first touch point all the way to last and beyond. How do you interact with clients after you have made the sale? Why? This helps the ad agency understand and assimilate your priorities and value proposition when crafting a brand message.
Talk about the competition
Who are they? What are they doing? Why do you consider them competitors? Give as much insight as possible about the competition in your geographic area. If you have print samples from your competitors, share them. Why? In order to create a leading brand position, your agency must understand your competition.
Talk about your likes/dislikes
What are your favorite colors? What inspires you? Do you abhor the color red? For someone interested in creating a brand, this is all very pertinent information. While you aren’t going to tell your ad agency what and how they should design, you should give them enough insight about your preferences. What are your favorite brands? Why? Your design team needs to know what is on your mind so that they can visually translate your brand's position and message.
Talk about your audience
How old is your typical client? What do they enjoy doing? Who is your ideal client? Defining exactly who your audience is will help your brand speak to them. Why: As your agency positions your brand, you want to make sure it resonates with your audience.
Talk about your goals
What are you trying to achieve? Are you attempting to present yourself as caring? Knowledgable? The source? It is important to have a clear picture of how you would like to present yourself, as well as what you are trying to achieve for your brand. While your ad agency can have suggestions, it is essential to keep your goals top of mind. For instance, if you are trying to market to younger generations, you’ll need a brand that resonates with them. Why? Your agency will create a brand that works to achieve your goals and will need to position you that way.
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