Branding is the art and science of sending unique, clear and consistent signals about your business to your customers. Branding is a disciplined process used to build awareness and extend customer loyalty. It will require a mandate from the top and willingness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. Before others think what you are, you need to understand what you really are. Branding is not some random act of promoting products or communicating benefits. It requires a well thought through strategy. Sending confusing brand signals to your customers may damage your brand in the long run. Perhaps that's why businesses should hire a professional branding agency. But choosing the best branding agency is one hell of a task because how do you decide who is trustworthy and capable enough to manage your brand reputation and build sustainable brand equity? Having a strong foundation in branding is not good enough, you will need more than that.
Here are the 5 things to look out for in choosing the best branding agency:
1) The kind and quality of questions they ask you when you meet them for the first time. Branding is also a journey of introspection for a business. A professional branding company will ask you thought provoking and meaningful questions that addresses your brand from multiple vantage points. Asking great questions about your consumers, business and brand is the mark of a good professional branding firm.
2) Do they understand your category? It is not necessary that your branding company must have worked in your particular category? Often you will find that the most innovative or disruptive ideas come from studying cross categories. But check if they have a process in place to understand your category codes.
3) While brand design is an integral aspect of branding, you will find a lot of graphic designers calling themselves as branding experts. Graphic design is not branding. Best branding agencies will often have a balance of strategic and design thinking embedded in their process. Design thinking goes beyond graphic design. Design thinking is about solving real world business problems by looking at the problem from different perspectives and exploring effective solutions that solve business problems.
4) Best branding firms would apply wide thinking as well as deep thinking. Fresh ideas come from having a wide perspective and solutions come through deep thinking.
5) It needs to have a balance of strategic, visual and verbal branding. In short, your branding company should be good at brand positioning, design and copywriting.
You will come across many branding agencies in India, but only the best would have branded themselves correctly. Check what is their brand story and what unique point of view do they bring in the branding industry. How consistently are they narrating their brand story at various touchpoints?
Branding is serious business.All it takes is a bit of research from your end and you will be able to find the best branding companies that provide fresh disruptive brand ideas and use a proven rigorous process to create a cohesive brand identity system for you and emit your brand signals consistently. So start hunting for the best branding agencies in India and do look out for the 5 points mentioned here.
Source : articlesbase.com
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