We previously explored how to choose the right branding agency. Once you’ve found your ideal match, here’s how to get the best out of your new working relationship.
To get the best out of any agency, you need to know how to work with them, which can mean adapting to their processes. Agencies have many varying clients with different needs, but there are usually a few conventions that apply across the board. Knowing how these work will give you a head start with your agency partner and help you develop strong working relationships quickly.
Here are some golden rules for being a great client.
A branding exercise, when it’s done well, is a multidisciplinary project. As well as the obvious visible changes like a new logo or an updated font, it includes background work such as brand strategy and competitor research to make sure the brand is as relevant as possible to your target audience and sets you apart from other businesses in your space.
Here are some of the most common roles found in branding and creative agencies, and how they contribute to your success. It’s a good idea to have a working knowledge of these roles so you know who does what and you can always find the best person to talk to when you get in touch.
There are lots of theoretical benefits to hiring an agency. But how do you know if your agency has delivered on its promise? And how long should you wait before you start expecting results?
A KPI (key performance indicator) is a metric that’s used to determine success. In any given project there are often several KPIs in place at the same time, and taken together they can give you a reliable overall picture of how well things are going. Here are some common KPIs used to measure agency performance.
It’s a good idea to work with your agency when defining KPIs. They should already be familiar with the kinds of measurement you want to do, and you’ll be able to agree a realistic target and timescale for improvement with them.
Although it’s not realistic to expect results straight away, you should begin measuring as early as possible. This is to give you a baseline to measure improvements against. Over time, you should see progress against the KPIs you’ve chosen. If things aren’t happening as quickly as you’d like, you then have a clear set of points to discuss with the account manager at your agency so you can plan together to improve results.