Strong Brand Positioning Stands Out

Do you remember when you first started your agency? You probably had a clear idea of what you would do and how you would do it. Even if you didn’t, we’d bet that you knew what your agency wouldn’t be like, right? This kind of vision and clarity of thinking is so easy in the early days.

But as time goes by it can be hard to retain that beginner’s view. You get distracted by what others want you to do and be, by opportunities that arise along the way, and even by what your competitors are doing. And as your agency becomes less about you and more about the mix of approaches and talents that your team brings, the water can get even more muddied.

Even if you’re an agency that regularly does a great job of helping clients identify what they do well, it can be difficult to see your agency as your clients do and develop a strong yet realistic agency brand.

Here’s why it’s worth the effort. A strong brand marketing foundation or brand positioning lets you clearly and confidently state what you do, how you do it differently and what that means for clients. It also distinguishes you from the competition forces you to find your niche, keeping you focused on the right type of work, provides a great platform for messaging, brand and content and helps guide business decisions.

Ultimately you want to build a brand that clients will love. So start designing your brand marketing or social media marketing by thinking about the clients you love and want more of and ask yourself, what are their needs? What do they want from their work? What frustrates them or holds them back in their work? What’s the best thing an agency could give them?

Answering these questions accurately will help you craft your position for a well-defined persona, and force you to stay focused on your customer, rather than indulging in a spot of corporate chest-beating.