San Francisco Branding Agency
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Branding Agency for Today
The branding that is typical from the past (or at least a more professional branding agency) have focused on the standard mission, eyesight and values approach. And yes, this is effective as it understands what an organization is short for and aligns the brand for this. However in practice over the years, I have noticed a few things that happen, firstly, the client starts to feel engaged in the act, they get excited and begin to have more involved (all good), however, in some instances I note that because they start getting to understand our processes and get more included, they stop emphasizing the end result and begin to refer straight back to the task, aligning to what will they be are today, or whatever they wish to achieve, therefore the client gets more drawn into the process. And while it is good to have the clients attention and involvement in the branding process, it isn't therefore beneficial to the branding to free grip for the outcome.
It's interesting when I look more holistically at the results of the bigger and well-versed agency - I won't mention names, you begin to see that once they become distinguished for what they do, they start to be trusted by companies and brand managers, whom acknowledge for themselves, they trust the branding agency to make recommendations, and then from here reap the rewards of this that they don't actually need to sculpt the end result. The effect from these branding companies is more arresting, vibrant and creates braver brands, and once these brands are out there on the planet, they start to grow and form new brand leaders, brands that others can only desire to follow.
Therefore, to be a fantastic branding agency, the clear answer is into the branding process, making sure that you educate the customer in how brands work, just how his brand works and how their demographic will be inspired by a new brand. The branding agencies happen educating companies this way for quite some time now, it's in recent years that customers have observed these branding organizations as a more branding that is conceptual, with strong strategic anchors. In fact one of my brand name strategists usually refers to us as being creatively driven and strategically anchored, and I like this description that you loose any brand personality as it is accurate and what I would suggest other agencies should aim for, after all, you should never be different for the sake of being different, or so strategically aligned and 'safe.