Briefing Brand Agencies

In this post, I’m covering briefly what you should consider including as guidance in a brand agency brief, assuming you are going to get an agency to help you to prepare a brand, its name and its visual identity.
It’s not an exhaustive list and many agencies have their own processes in place to get to the core of a brand.
As tempting as it is, branding is not an area you can skimp on.
It’s not the lowest cost provider to whip you up a logo.
Do it properly. Understand exactly what you’re trying to do and who you’re trying to reach.
Your online credibility is intrinsically linked to the quality of your brand.
 

Naming Brands and Your Logo.

  • The name of your brand should be short, memorable and easy to type, spell and say.
  • It should have a domain address that is available for you to use.
  • The brand logo should display personality, be modern to suit the medium and convey credibility.
  • It should work in black and white, and colour – and on other executions such as stationery, signage, even app touchpoints on smartphones.
  • The slogan that accompanies the brand should explain what you do, convey a customer benefit and/or position your website against its competitors.
  • Put a human face onto your online brand.

 

Examples of Positioning Slogans.

A positioning slogan should position you against a leader or position you as a leader in your area.
You’ll get the idea as you read some of the examples below.

TAKEOUT: POSITIONING AGAINST A LEADER.

 
FOR EXAMPLE:
 
STRENGTH OF LEADER = MARKET SHARE/LARGE SIZE, THE CHALLENGER POSITION MIGHT BE:

  • Still small enough to care.
  • Real people still answer our phone.
  • Our queues are shorter.
  • Custom, Not Mass Produced.
  • Made here, not in a foreign factory.

 
STRENGTH OF LEADER = LARGE PRODUCT RANGE, THE CHALLENGER POSITION MIGHT BE:

  • For specialist attention, talk to us.
  • The experts in (singular product).

 
STRENGTH OF LEADER = NATIONAL COVERAGE, THE CHALLENGER POSITION MIGHT BE:

  • Owned by locals for locals.
  • We keep our profits here.
  • Made for the people of (town/city).

 
STRENGTH OF LEADER = BIG SALES FORCE/LARGE DISTRIBUTION NETWORK, THE CHALLENGER POSITION MIGHT BE:

  • Not made available to everyone (the exclusivity factor).
TAKEOUT: POSITIONING AS A LEADER.

You can be the leader of almost anything you can imagine, just keep it credible.
Typical leadership positioning statements include place of origin, length of time in business, or the first to enter a niche market.
FOR EXAMPLE:
 

  • Baking since 1892.
  • First in Organic Produce.
  • Voted #1 in The Village.
  • The fighting Underdog.
  • Home made. In our village, not a foreign factory.

 

Want more?

Check out more of my posts on brand and digital marketing.

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