Maybe you have a new business you want to promote. Or perhaps your company is getting ready to launch a new product or service. These are the types of situations that branding agencies are made for. While it’s tempting to think you can handle these tasks with an in-house team, there are unique advantages that a branding agency brings to the table to get you the best possible results. But what if you’ve never worked with a branding agency before? And what exactly do these agencies do, anyway? Check out this guide to the ins and outs of branding agencies, including when you need one and what to look for in a good agency.

What Is a Branding Agency?

Branding agencies specialize in creating, refining, and updating brands. That might sound simple, but it’s important to remember that a brand actually involves several important elements which work together to create an overall identity for the business. These elements include:

• Business and product names
• Logos
• Slogans
• Color palettes
• Design choices
• Brand personality
• Messaging goals
• Voice and tone
• Mission and values
• Reputation

Who Should Work with a Branding Agency?

Branding agencies can help to develop all of the elements mentioned above for their clients. New businesses are often working from scratch, so the agency will partner with the founding members to come up with a plan for what they want their brand to look and feel like and what audience they’re trying to attract. A key part of this is putting together a style guide for the brand. That way, whenever new products, content, or advertising materials are created, the business will be able to maintain a consistent appearance and tone.

For companies that are already in business, branding agencies are often called in to give an existing brand a facelift. It’s normal for brands to require occasional updates over time in order to stay in line with industry trends and appeal to new customers. This can be difficult to do without confusing or alienating existing customers, but branding agencies are able to navigate those challenges with ease due to their expertise in the field.

The same principles apply when an existing business wants to add a new product or service. Branding agencies can be sure this is done in a way that excites consumers while staying in line with the brand identity that’s been developed.

What Do Branding Agency Services Include?

Branding services offer a wide array of services, such as:

• Logo design
• Naming, slogans, and taglines
• Mission statements
• Color palette
• Brand messaging and tone
• Persona identifications
• Market research
• Brand positioning
• Brand style guides
• Rebranding
• Brand audits

Some businesses take an a la carte approach, using only the services they need. However, these services could all be grouped under a larger umbrella of brand strategy, and in many cases, it’s much better to work with a single branding agency on all of these tasks rather than just picking and choosing a few. That’s the best way to ensure that a brand is consistent and effective.

What Should I Look for in a Branding Agency?

There are countless branding agencies out there, so there’s no shortage of options available for businesses today. In fact, a bigger issue is actually trying to narrow down the choices to the one that is best suited for your needs.
There are three key factors to keep in mind when selecting a branding agency:

1. Experience: You want a branding agency with proven success. They should have a portfolio and/or case studies to share that can detail how they’ve helped businesses like yours in the past. You can also request references from previous clients.
2. Process: Ask for details about the methods they use to develop brand strategies. A good agency will have plenty to share about how they do their research and what tools they use. They should be able to give you a timeline and provide details on their communication process.
3. Niche: Ideally, you want to work with a branding agency that specializes in your specific industry or niche market. For example, someone running a medical practice could choose a healthcare branding agency to make sure they understand not only standard practices for health and wellness brands, but also the target audience.

If you’re in the hospitality industry, Quaintise Hospitality is a branding agency that meets all these expectations and more. To learn more about our past work or ask about our specialty in hospitality, get in touch with us today.