Why Doing Your Best Work Will Build Your Brand

As an agency , we always strive to do our best. We know that sounds a bit cliche, but we actually mean it.?

We have systems and processes in place that mean that we only have - what we consider to be - great work that leaves our offices. For example, we have a ‘four eyes’ policy for any work that we create for our full-service agency clients, meaning that at least two senior members of the team will check assets (hence why we call it ‘four eyes’) before it is either posted online or goes across to our clients for sign-off.

Does it increase our workload? Yes. But, does it also ensure that our client content is fantastic? Yes, again.??

That ‘four eyes’ best practise applies to pretty much everything we produce, whether it is a long-form video, a landing page, a blog, a podcast quote graphic, an email sequence, podcast episode artwork, written copy for an article, an Instagram Reel, a CRM automation, SEO-friendly shownotes, a YouTube short, a guest image, blog announcement graphic, extended 16:9 clips for LinkedIn, written copy for a website, a TikTok video, a podcast PR one-pager for guesting or a pitch deck aimed at sponsors for shows.?

This might sound like overkill but we recently had a great example of why doing your very best work, all the time, is so essential.?

You just never know who is listening, watching, reading or consuming - let us explain; we had a lead come through our website. This was someone that had Googled ‘podcast agency uk’ and we had shown up as one of the search engine’s top results which led to them filling in the contact form.?

The enquirer was the owner of a very successful marketing agency that was looking at new, fresh and innovative ways to position themselves as thought-leaders in their space and leverage the agency’s reputation to ensure that consumers know they are the go-to authority in their sector.???

We won’t go into specifics but the person enquiring runs a 20-person agency based out of 4 locations and they are very good at what they do - as experts in PPC and paid-for search it would be really easy to simply do what they know in order to drive more enquiries, leads and ultimately sales through the door, but the agency owner understands about building brand and that is not something that is only done through one route to market.?

Your brand is your reputation, nothing more nothing less. But you don’t just build that reputation through one model of communicating.?

Anyway, long story short, we get to the end of the call and the prospect says ‘do you have any examples of similar projects that you have worked on?’.?

Given that we’ve released 179 shows for clients around the world, we have covered most niches and verticals at this point, so we say ‘Yes, we have actually - check out Word On The Street podcast, that is a great show that really highlights the power of sharing marketing expertise that we help to launch a while back’...?

To which the prospect replies ‘You make that show? I have listened to that actually, it’s a great podcast.’

No joke, that is exactly how the conversation panned out, which just serves to further solidify my point that doing great work builds your brand.?

When you are trying to sell something there is often nothing more powerful than ‘social proof’ and if that social proof happens to be something that the enquirer has actually consumed, then all the better!?

And that is not the only lead that has come to us as an agency through them consuming the content we’ve made for other clients. Recently, a Marketing Director for a specialist manufacturing company came to us to book a content shoot day where we capture interview-style 'talking head' content, customer soundbites, BTS video, drone imagery and b-roll footage. When we asked how they had come to know about us they said that is was via a post that another of our clients - who had the same service - had posted on their own social media feed and this prospect was a follower of that influencer’s content.?

It is one thing for you to say you’re great, it is quite another when someone else says it for you!?

So, here is a great little exercise you can use in your own business, brand, organisation or company; if the last piece of content that you produced, shared or distributed was the only thing that your ideal client could see, would you be convinced that it showed your brand in a way that would convert that person into a client or customer??

If yes, happy posting. If not, back to the drawing board!