How A Clear Brand Identity Improves Agency Marketing Services

Does your business have a brand identity? If it doesn't – or your brand isn't as strong as it could be – it’s important to more clearly define who you are. Once you do, you and your agency marketing services provider can work to present that brand identity to the masses via a more pointed and effective marketing strategy.

Getting Started

Determine Where Your Company Sits In The Market - Before you attempt to define your brand, you need to do some exploration. Take a long look at your company to get a clear picture of its purpose and place.

However you gather the information, once you get it, you should be able to sit down with your agency marketing services team and clearly state your company's strengths, weaknesses, opportunities and threats (SWOT). From there, it’s time to define your brand!

4 Steps To Brand Identity

Step 1: Vision Statement - A vision statement is an aspirational and inspirational description of what you want your company to become in the future. (ie: Our company is dedicated to simplifying X process for our customers and the industry.)

Step 2: Mission Statement – A mission statement clearly defines the company’s purpose – simply, and in as straightforward a manner as possible. What needs in the market does the company exist to address? How will this be achieved? Why would your company be the service or product provider of choice? What principles guide the company’s approach?

Step 3: Essence/Personality – This might seem a bit cheesy, but can be a helpful guide in creating an identity. This is a set of emotions or reactions your company seeks to evoke in its customers. Are you safe? Is working with you a luxurious experience or one that's more down to earth? If your brand were an actual person, how would someone describe your personality?

Step 4: Value Proposition – This one or two sentence statement speaks to the unique value of your product or service and how it directly benefits customers. So, the value proposition must clearly define the audience, brand category (industry), a clear benefit of your product/service, and how you stand apart from competitors.

Identity-Conscious Marketing - Once your brand is defined and you're ready to take that brand to the world with agency marketing services (ie: inbound marketing, a new website, content, and any other element of outward-facing marketing), a creative brief drawn up with the help of your marketing consultants will help you define the purpose of each particular piece of marketing communication.

Need Help Developing Your Brand Identity? If all of the above seems like far too much work – don’t fret. An agency marketing services provider is more than capable of helping you drill down to these important identity-affirming attributes and properly articulating them. After all, branding is their stock and trade. Just be certain to match the agency’s area of expertise to your needs and your industry and soon you’ll be tying the proverbial “branding bow” onto your company and presenting it as a gift to the world.