What Is a Branding Agency?

A branding agency is a company that specializes in developing, maintaining, measuring and improving brands through the strategic use of creativity, design and marketing.

They build and launch brands from scratch to help generate brand awareness and visibility among their audiences.

A branding agency may also assist brands in rebranding to refresh their overall image, help them stand out from the crowd and improve their reputation.

These experts can help your organization by supporting your brand, understanding your goals and communicating them to the right audience.

They will create a strong visual identity and positioning that speaks to your brand purpose, values and promises to help attract your target group.

branding concept
43% of shoppers spend more money on brands they are loyal to

What Does A Branding Agency Do?

A branding agency combines business savvy, behavioral psychology and communication strategy to help clients define their brand values and positioning, as well as maintain, monitor and evolve brands with the changing market conditions.

They include a team of brand strategists, designers, programmers, analysts, content writers and digital marketers to develop and evolve memorable brands.

Their core offerings include:

  • Researching your target market: They analyze your target market to get important data on your audience as well as your competitors. They observe the market and industry trends to create brand strategies that are both highly relevant in the now and sustainable in the long run.
  • Defining your brand: These companies help you define your brand’s purpose, mission, vision and values that effectively communicate your brand story.
  • Creating brand identity: Branding agencies develop a holistic brand identity (such as creating a name, voice and logo) in tune with your business, target market and industry.
  • Working on brand positioning: These experts differentiate your brand from the rest on the market while maximizing its relevance and authenticity.
  • Developing an actionable marketing plan for brand promotion: Brand strategy agencies develop strategies that go well beyond running ads. They inspect the different stages of the sales funnel to create tailored branding campaigns to push your leads from awareness to brand loyalty.
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How Much Do Branding Agencies Charge for Their Services?

The cost of hiring a branding agency largely depends on how much work needs to be done within the project.

For instance, if you need a company name, a new logo and have many platforms that this design needs to be distributed on, a top branding agency could cost you anywhere from $23,000 to $250,000 or more.

However, if you just need a new logo, your costs could drop from $3,500 to $150,000.

In general, businesses can expect to spend this much for the following services:

  • Brand name creation: $10,000 to $75,000
  • Website + marketing collateral distribution: $10,000 to $250,000 or more
  • Branded advertisements: $10,000 to upwards of $1 million

Some creative branding agencies charge instead by the hour.

Most brand companies in Eastern European charge around $35-$75 per hour while agencies in the US cost about $125-$200 per hour.

Why Hire a Branding Company?

Here are the top benefits of working with a branding agency:

Benefit #1: Generate Brand Recognition

When it comes to increasing your brand recognition and improving its credibility, the strategic use of colors is a key component.

Colors impact the way customers perceive a brand. They play a role in the subconscious judgments your customers make about your brand within seconds.

However, colors are just one small piece of the branding puzzle. 

Creative branding agencies conduct branding research to highlight the key elements attached to your brand. This process will improve brand recall and perception – two important factors that will influence your customer’s purchasing decisions when choosing between you and your competitors.

Benefit #2: Improve Brand Loyalty

While a brand strategy agency is often focused on reaching new markets, its primary goals are nurturing existing clients, gaining their loyalty and developing long-term relationships.

A branding company understands your existing customer base well and knows what keeps them coming back. They serve as a connector between you and your customer and they help increase client retention significantly.

Benefit #3: Boost Sales

43% of shoppers spend more money on brands they are loyal to. (Fundera)

An important factor to consider here is brand equity. Shoppers very often make a purchasing decision based on their perception of a brand. And, the more they are familiar with a brand, the more they trust it.

So, branding does not only impact your brand’s reputation, but it also affects your sales.
Brand companies will help you improve brand profitability by being consistent and keeping your clients engaged with your business and your brand.

How To Choose the Right Branding Agency for Your Brand

Take these steps to find the right branding agency for your brand: 

Step #1: Discover Their Core Area of Expertise

Many professional agencies offer similar services when it comes to branding. However, you should make sure that the branding company you choose as your partner has experience in developing processes for strategy and positioning as well as bringing brands to life.

Step #2: Learn About Their Prior Experience

Look at their professional portfolios and client lists as well as the possible team members who will be working with your company.

This will give you stronger insight into the actual designs that your prospective partners can create, the campaigns that they can execute and the results they can deliver.

Step #3: Understand Their Potential Return on Investment (ROI)

At the end of the day, when you enlist the best creative branding agency, you’re paying for a strong return on investment. Although it may be hard to look past a high upfront cost, take the time to understand the business growth possibilities before you sign a contract.

Do your homework, ask in-depth questions, understand the pricing tiers and ensure you have a strong grasp of each employee's expertise and work history.

Step #4: Check Prices

Although pricing should not be at the forefront of your decision-making process, understanding how much the prospective partners charge will help you find a branding company that you can afford. Be sure to set a realistic budget - in branding, you will get as much as you will invest.

Step #5: Find Out if They Have Well-Defined Processes

Effective branding or rebranding comes down to strategic processes, proven tactics and evidence-based methodologies - key characteristics that every capable branding agency should possess.

Partnering with a branding agency that is able to offer a data-driven and research-based approach can ensure quality work that is on time and on budget.

We ranked the best logo design companies.

10 Questions To Ask Branding Agencies

The following questions will help you learn about a company’s expertise, previous experience and potential ROI:

  1. What do you think of our current brand? What are we doing well and where can we improve?
  2. What platforms, mediums, marketing campaigns or designs will be affected by the new branding?
  3. How do you plan on ensuring every area has a cohesive new identity? Do you have a discovery and tracking system in place?
  4. Do you have a campaign or initiative in place to introduce the new logo design or brand identity?
  5. Who will be my point of contact?
  6. How will you create a timeline and keep the project on track?
  7. How often can we expect meetings, drafts, updates and deliverables?
  8. Which team members will be working on our branding project? What is their experience and how much of their time will be dedicated to our project?
  9. Do you have extra fees for meetings, additional strategy assistance, more drafts, etc.?
  10. How will you determine, measure and report on our goals?

Takeaways on Hiring a Branding Agency

A branding agency can help improve your brand and ensure that your brand persona is reflected properly on all platforms.

Their job is to help generate brand recognition, improve customer loyalty and boost sales.

Branding companies typically price their projects at hourly rates and may charge between $125-$200 per hour.

To choose the right creative branding agency for your business needs, follow these steps:

  • Discover their core area of expertise
  • Learn about their prior experience
  • Understand their potential return on investment (ROI)
  • Check their prices
  • Find out if they have well-defined processes

Best of luck!

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