Article / Hunter’s guide to Series
Hunter’s guide to...
briefing a branding agency.
Every week, we receive inquiries from people seeking help with energising their brands. Some are seasoned marketing professionals who know how to work with an agency, while others may be founders, business owners, or entrepreneurs who are unsure about the process. To make life a little bit easier all around, we’ve put together some basic steps that will make the briefing process as smooth as possible.
Step 1: Clearly state why you need help with your branding
It's easy to get caught up in the details of logo design, colour schemes, fonts, and style guides. However, before getting into the execution phase, it's crucial to articulate the reason for seeking a branding solution. Why do you need these things, and how do they relate to your business? By being clear about your goals and ambitions, you enable the agency to provide the best solution for your needs. For example, if you feel your branding is outdated or doesn't represent your current position, it's important to explain how changing things might impact your business.
Step 2: Determine your budget
As a founder, business owner, or marketer, you are responsible for setting the budget expectations. Even if you're unsure about the exact amount, it's good to communicate some idea of what you're willing to spend. Even if it’s not exact, this information will help the agency determine what can or must be delivered for a ballpark figure.
Step 3: Set a realistic deadline
Although it's natural to want things done quickly, it's important to be realistic about the timelines. If you have a specific deadline or milestone that cannot be moved, it's crucial to communicate that upfront. It's then up to the agency to determine if they can deliver your project on time and within budget.
Step 4: Selecting an agency
Now that you have the basics of your branding project defined, it's time to find an agency that you feel might be a good fit for you and your business. Consider the agency's expertise, whether they have relevant case studies or work that excites you. Then think about whether you will feel comfortable working with them. Look for chemistry with the agency team, as you (and your team) will be working closely with them. Create a shortlist of potential agencies, then review their work and client testimonials to narrow down your options.
Step 5: Contact potential agencies
When reaching out to agencies, keep your initial message brief and straightforward. Follow the first three steps above to provide an overview of your project needs. Be prepared to answer further questions from the agency to determine if you’re a good fit for each other. Avoid ‘Requests For Proposals’ (RFPs), ‘Requests For Quotes’ (RFQs), ‘Pitches’, or ‘Tenders’ as they chew up valuable energies, time and money. Instead, it’s more worthwhile to focus on having a meaningful conversation with each potential agency to see what the chemistry is like and to also determine if the’d be good for your project.
A final note on briefing an agency
Naturally, there are other pertinent nuances involved when selecting, briefing and appointing an agency. However, following these 5 basic steps should help set you and your new-found branding partner on the way to creating something amazing that’ll take your business to new heights. Enjoy the ride.