What are the key factors to consider when choosing a brand renewal agency?

When choosing a brand renewal agency, consider these key factors: - Experience and Expertise: look for an agency with a proven track record in brand renewal and relevant industry experience. - Portfolio and Case Studies: review their past work to assess their creativity and success in previous projects. -Client Testimonials and References: сheck for positive feedback from past clients to gauge satisfaction and reliability.

The first thing I would do is have a conversation with the key people. I would be less concerned about what they have done and more interested in what they know about my category. Do they understand the category that I compete? Do they know who buys my brand and who uses it? Do they know where my brand is consumed, purchased and what are the key drivers to choice?

In my experience, asking for references is helpful also. Ask the agency for a client reference from a project that was completed or ongoing within the last six months. Then, also ask for a reference from a project that is the closest in term of deliverables to what you are seeking. Don't let anything stop you from acting on your gut telling you this is or is not the right relationship for this project. If you like the agency, but prefer another agency's work, consider using both agencies. There is no rule that says you must only work with one firm to do everything. In fact, there is strength in numbers. With your new renewal agencies, include one for social and thought leadership, one for the actual visual, one for the brand booklet.

Additionally, consider the diversity of industries or niches the agency has served, as this can demonstrate their adaptability and ability to tailor solutions to unique challenges. Look for evidence of successful brand transformations that align with your goals and values. Assess the agency's level of innovation and forward-thinking approach, as well as their ability to stay current with emerging trends and technologies. A strong track record of delivering measurable results and fostering long-term client relationships can further validate the agency's credibility and reliability.

When choosing a brand renewal agency, experience and portfolio are key factors to consider. Look for an agency with a proven track record in successful brand renewals, ideally within your industry. Review their portfolio to assess the quality and creativity of their work, ensuring it aligns with your brand's vision and goals. An experienced agency will have the strategic insight and practical expertise to navigate the complexities of a brand renewal, delivering results that resonate with your target audience and strengthen your market position.

I learned many years ago that clients love to work with like minded people but what they value even more is a process. They want to know how you are going to reinvent their brand. What are the steps, who is involved and what metrics are put in place to measure process and evaluate ideas. People follow process.

In today's brand building world, make sure you choose a team that understands your business, its goals, and your desires for it (with the foundation and track record of prior successes). A brand team is designing the future of the company. It's setting a beacon, like a Northstar, to follow and look up to as it strives to reach its next level of growth. The best brands design a future that is near but never reachable.

Furthermore, inquire about the agency's flexibility and willingness to tailor their approach to suit your specific needs and preferences. Assess their ability to integrate feedback and adapt to changing circumstances during the project lifecycle. Look for evidence of a structured yet agile methodology that promotes efficiency, creativity, and collaboration. Additionally, consider the agency's track record of successfully implementing their methodology across various projects and industries. A clear understanding of their approach and methodology can instill confidence in their ability to deliver results aligned with your brand renewal objectives.

When choosing a brand renewal agency, consider their approach and methodology. Assess how they plan to understand your brand’s current position and their strategies for refreshing it. Look for a structured yet flexible process that includes thorough research, creative brainstorming, and strategic implementation. Ensure their methodology aligns with your brand’s values and goals, and that they prioritize collaboration and transparency. A well-defined approach will guide the renewal effectively, ensuring the refreshed brand resonates with your audience and stands out in the market.

The clearer you are on what you are hoping to achieve, the easier it will be to find the right partner. So spend some time working out what you need beyond the deliverables. There are literally 1000s of great creative teams that can design a brand identity, some will specialise in your sector or business line, but that still leaves too many. So ask yourself: 1. What kind of change do I hope to achieve with this, externally and internally? 2. What kind of help do I need to make his change happen? This is about your own team as much as your partner's. Most people don't spend enough time on these questions. We see it when new clients approach us with "we did this branding project and it all looks great, but somehow nothing's changed".

From a DEI perspective: Any brand renewal refresh should heavily consider the evolution of diverse thought, growth of the importance of sustainability, and inclusive narratives among today's consumers. A few considerations: -Choose a brand renewal agency with DEI-related work experience and a diverse workforce and leadership team. -Seek an agency with cultural competence to navigate complex issues related to identity, power, and privilege. -Look for an agency that is receptive to feedback and input from diverse stakeholders and incorporates DEI principles into their brand renewal strategies. Prioritize DEI when selecting a brand renewal agency to ensure your renewed brand identity aligns with your values and commitment to DEI.

When choosing a brand renewal agency, culture and values are crucial factors. Ensure the agency's culture aligns with your own brand's ethos, fostering a collaborative and harmonious working relationship. Investigate their core values to see if they prioritize creativity, innovation, integrity, and client satisfaction. An agency that shares your commitment to these principles will be more invested in understanding your brand deeply and delivering results that authentically represent and elevate your brand’s identity, leading to a more effective renewal process.

Some brands define themselves based on their ideal customer. When selecting the right agency, verify that the team has a handle on not only the essence of your brand, but those who will be purchasing the product or service.

Additionally, assess the agency's commitment to diversity, equity, and inclusion (DEI) initiatives, as well as their environmental and social responsibility practices. A strong alignment in these areas can enhance collaboration and contribute to a more ethical and sustainable brand renewal process. Furthermore, consider how the agency's culture and values may influence their creative approach and problem-solving strategies, ensuring a cohesive partnership that drives meaningful brand transformation.

We all want to work with like minded people but comfort is not always a path to success. I would be more concerned with people who being diverse thinking, a new perspective, a deep understanding of my direct competitors and new entrants.

When choosing a brand renewal agency, consider their range of services and pricing structure. Ensure they offer comprehensive services that cover all aspects of brand renewal, from market research and strategy development to creative design and implementation. Evaluate their pricing to ensure it aligns with your budget while providing good value. Look for transparency in their pricing model to avoid hidden costs. A well-rounded service offering at a fair price ensures that the agency can effectively meet your brand renewal needs without financial surprises.

It is a sticky topic, but budget is an important factor. You do not want to go overboard for re-branding purposes. So that’s the first condition to choose an agency that fits your budget. Also, you need to know what the agency covers. You do not want to pay a hefty amount only to discover that half of the things have not been done. So, make sure you go through all of that in detail.

Additionally, inquire about any additional or ancillary services the agency may offer, such as ongoing brand management, consulting, or training programs. Understanding the full range of services available can help you assess the agency's capabilities and potential for long-term partnership. Moreover, consider the value proposition offered by the agency in relation to their pricing, ensuring that you're investing in services that align with your brand's objectives and expected outcomes.

If you are a client don’t lead with fees. Focus on the opportunity, your willingness to collaborate with the agency, your ability to make decisions and to do bold work. Get the agency excited about the opportunity and you will find they will work to your budget if it is reasonable.

When it comes to pricing, there is no market rate, and there is no way to compare apples to apples. Avoid treating the agency like you are buying a car. Be upfront about your budget, and what your minimum deliverable needs to be. Assume honesty from each partner you are asking to help you work on your dream. Again, this isn't buying a car from a salesperson. Branding is a personal ego process, and it's emotional and you'll want to be proud to be seen wearing the branding on your shirt. Not like driving a Bugati.

Moreover, consider exploring online review platforms and industry forums to gather unbiased insights from past clients and peers. Look for patterns in feedback regarding communication, project management, and overall satisfaction to gain a comprehensive understanding of the agency's reputation. Additionally, inquire about the agency's approach to client relationships and their commitment to ongoing support and collaboration post-project completion. This holistic evaluation can offer valuable assurance and help you make an informed decision when selecting a brand renewal agency.

Much of the work that I have produced for clients within this space has been carried out under NDA. That can make sharing information difficult at times. By all means ask the question, but don't expect this information to be publicly available on websites. A good supplier will have a list of customers that they are happy to share with you. People who you can approach, independently, to gauge for yourself whether they are/aren't a good fit for your business. Referrals speak for themselves. These are by far the strongest recommendation of anyone's services and ability.

Referrals are key but go beyond what the agency offers you. Go to LinkedIn and message others as to how they viewed the working experience and desired outcome. Don’t limit yourself to marketing. Did they talk to Human Resources who use the brand to recruit, to Sales etc.

An agency that leads with glass, all the awards they have won, makes me nervous. The ones that provide case studies including how they introduced a brand to all stakeholders and how it impacted results - sales, recruiting, earned media etc. is where my appetite would be.

A rebrand requires data. In my role and experience, innovation and the ability to leverage data you have about your brand consumers into competitive advantages is key. I think brand agencies have a tendency to lead with 'before and after' visuals, when they should lead with their perception of your brand, their process and a plan for pivoting the brand's narrative, key messaging and visuals for competitive advantage and efficacy, related exclusively to your brand's overall revenue goals. Your rebrand should improve a tangible metric i.e., users, downloads, or sales. If the brand renewal agency you are looking to work with can't quantify potential outcomes aligned to your overall business strategy, find another agency.

When thinking about innovation, the client needs to be really clear about there existing relationships with customers before asking a supplier to 'innovate' their brand. This knowledge will have been amassed over time and will be backed up by data. Knowing and understanding the 'customer journey' for your business is critical. Innovation and differentiation can only come when the knowledge of the customers is already in place and shared with your supplier. Shooting in the dark will not be pretty, and it could do more long term damage to the brand. Beware of 'award winning' suppliers, many of the awards are self regulated, bragging rights where the work was either fictional or carried out FOC in the hope of winning an award.

Often marketers get bored by their brand or campaigns far faster than the consumer. Do you need a brand makeover or more intellectual and financial resources being placed on an existing one. Staying the course with a new zest for driving can produce equal, if not, a better return on time and money spent.

Pro tip! Make sure to meet with the actual people who will be working on your project, not just the sales, owners, or project managers, with all due respect.

Often the reason for looking for a brand renewal agency is because there are problems in some of these areas like the culture of the company and staff retention, or customers are walking away. It could also be that you have gone as far as you can but you have stagnated and need to innovate to grow further and reach your original vision. So it’s not so much about knowing where you are at now, and more about knowing where you could go in the future, where is your white space where you can build a really strong brand with loyal advocates?