A branding agency is an agency that specializes in helping you market your product in a way that will allow present and potential customers to associate your product uniquely with your company. This is called product branding and it’s the key to setting yourself apart from your competition. Anything else is just surviving and in today’s market, who knows how long you can do that for?
So, you know what to do, but how do you do it? Unfortunately, working that out is the hard part. But that’s what branding agencies are there for.
Agencies help you communicate brand values to consumers over time. To do this, your agency needs to be the voice of the consumer in brand development. They must deliver effective brand-building ideas, and must be strong advocates for consistent, long-term brand-building strategies. Agencies have a process in place to help its clients define the uniqueness of their brand and develop dramatic ways to communicate this uniqueness.
Advertising is a means to an end. The end is brand equity defined as – consumer loyalty based on a healthy respect for quality, value and uniqueness of that brand leading to repeat purchases and willingness to pay a reasonable premium price. While it is unreal to expect advertising to make up for a lack of real brand differences, it is important for building brand equity. More than anything it is effective advertising of unique brand benefit that builds that brand franchise.
There is no brand equity impact when the advertising presentation is not linked to relevant purchase decision criteria. Thus, creativity in advertising should underscore the uniqueness in the product or service. “Creative” must be defined as equity building – not as award winning. Although awards are nice, too
