11 things Marketing Managers should look for in a brand agency partner
A match made in heaven or a duo destined for destruction? Marketing and brand are often confused as the same thing and whilst they’re arguably not, they work hand in hand together to grow and evolve businesses short and long term.
So, you’re a Marketing Manager and you need an agency to fulfil your branding needs. You ask three to five agencies for a coffee. They present similar proposals and act like they’re the answer to all of your problems. How do you know which way to go?
We’ve compiled a list of the key elements to look for in a great brand agency partner. Let’s get to it.
Two-way communication
The basis of any working relationship is built around the ability to communicate with each other. It may sound trivial but more often than not brand agencies spend all of their time selling and not listening. The same goes for Marketing Managers, if you’re not listening to the agency early on how will you relay the USPs of each party to the CEO or senior team?
Think about the first conversation you had with the agency. Was there genuine two-way communication? Did you both talk and listen equally? If so, that’s a great sign of a solid foundation for partnership.
Early signs of a positive working relationship
If two-way communication is established, the thing to look out for is early indications that you can diagnose problems and prescribe solutions together, without friction or negativity. We’re going to be working very closely together and if we can’t get on the same page or find common ground quickly it’s going to be a rough ride.
Again, these signs can be found in your initial conversation with a potential brand partner. When you find a potential concern or sticking point did the agency set your mind at ease or fall short of finding a way forward? Are they saying yes to every requirement you highlight at the risk of underdelivering or are they calm and firm in their abilities and approach?
Making your job easier, not harder
Your brand agency should have worked with Marketing Managers countless times before this project. They should understand how your role operates and who you report to. Branding is parallel to marketing and the agency’s experience should support and empower you to thrive in your role with the help of expert advice and well-executed design.
It’s our responsibility as a brand partner to work alongside you and assist you in brand management, strategy, design and implementation whilst always giving you the knowledge and information necessary to onboard key stakeholders with ease.
Making your job essential, not dispensable
It’s often hard to quantify the impact of marketing on a business and as a result, marketing teams (and with them their managers) are the first to get the axe in the event of a crisis, recession or simply a rough few months.
The role of a Marketing Manager can be fragile with very little job security but without you, the business risks losing touch with its audiences and potential new clients or customers. A great brand agency partner can bolster your position with the tools and knowledge to invigorate a brand and cultivate growth – making your role essential, not dispensable.
Transparency on cost
There should be no ambiguity around cost. Period. Projects are complex and brand touchpoints can vary greatly depending on your marketing strategy, but that doesn’t mean your brand agency can’t give you some early guidance on investment.
If the party you’re speaking to needs to review and email you later with costs it’s because they don’t feel comfortable talking about money. Cost is the number one hard line between one agency and the next and if you can’t both communicate about money early and often quoting and invoicing is going to be an uphill battle.
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Transparency on process and timelines
As a Marketing Specialist, you know what tools and assets you need to promote and market the business you’re working for. You could probably list them out right now. What tends to be more difficult for Marketing Managers is knowing how to create these assets.
Your brand agency should have a tried and tested process for delivering exactly what you need to do your job effectively. They should be able to walk you through their process with clarity and patience. Not to mention indicate rough timelines, milestones and delivery dates.
A proven portfolio of work
One of the most important things to consider from your brand agency or studio partner is their previous work. What industries have they worked in? What size businesses have they worked for? What kind of growth did they deliver for these brands?
Do extensive research into the agency’s portfolio before you meet with them and if you have time get the agency to walk you through some case studies. Listen carefully to how they applied their process and how they collaborated with the client. Do they fill you with the confidence that they can do the same for your business? Or does it seem close to magic that their projects turn out successfully?
Strategic advice and direction
Alongside their visual portfolio, most agencies should provide brand strategy and direction. Branding is intrinsically linked to business and should align everyone from management teams to staff on the ground.
Does your agency give you more than just pretty visuals? If not, you need to start looking for one that does. One that acts as an expert advisor and brand consultant rather than an aesthetic-led designer.
Confident but diplomatic
Your agency should have an ego. They should be brave and confident in their abilities and relish the opportunity to work with you to build something amazing. At the same time, your brand partner should be a careful negotiator and diplomat. Businesses are rife with contrasting personalities and challenging the direction of a business with a CEO can be like entering a lion’s den in nothing but your undies.
Your agency should be a mix of both confident and diplomatic. Eager to please but a very good listener. Over-prepared but open to ideas.
Capable but specialist
Gone are the days of the one-stop-shop advertising agency. Specialists have become more common and accessible more than ever due to rises in self-employment and pandemic-led job changes.
As a result, Marketing Managers are faced with an industry of specialists but no way of unifying them. Ask your brand agency how their business is structured and how they work with specialists. The best case scenario is a brand specialist studio with a trusted network of external partners, ready to assemble for the specific needs of your business.
Memorable and credible
This one is easy. Did you remember them? Did they stand out from the crowd? And are they credible? How many mutual connections do you have on LinkedIn? Are they respected in their field by other brand agencies?
Ultimately, did you feel a positive and genuine connection with them and could you work with them for years to come?
So there you have it, 11 things to look for in a brand agency partner. As always, make sure you talk to multiple agencies before deciding on one and always trust your gut – your brand agency can be your most powerful ally or biggest pain in the arse, so choose wisely.