We just finished a complete re-branding of our own company. We felt it was important to not just talk the branding talk, as many ad agencies do, but to actually walk the walk. We preach the importance of positioning to our clients and the importance of integrating the brand throughout their marketing plan. But we recently realized we were like the barber’s kid who goes without a decent haircut. We were so busy helping our clients become brand smart, that we weren’t looking very brand smart ourselves. So we entered into the discipline with Love Scott as the client.
I have to admit the process was every bit as instructive, sometimes surprising and, ultimately, as satisfying as we had been telling our clients it would be. We learned a lot about ourselves and in the end, established a brand strategy every one in our company can identify with and believe in.
It all started with the basics and, as often happens, a minor identity crisis. What are we as a company? Are we an advertising agency? (We do so much more than just advertising.) So maybe we’re a marketing communications company. That moniker is mostly met with blank stares until we follow it with the more familiar, “You know, an advertising agency.” Then the lights go on.
So ultimately we decided to stick with what people know… an ad agency… but “a different kind of ad agency.”
Which brings us to the crux of the branding strategy. Calling ourselves “a different kind of ad agency” begs the question, how are we different? In the course of the self examination that all good branding exercises demand, we identified six specific ways we are not your father’s ad agency. And we think the success of the strategy will lie in our opportunity to articulate those differences to clients and potential clients.
First, we are strategy-driven. The thinking part always comes first. Being clever is never our goal. Being relevant always is.
Second, we use our 40 years of experience not as a crutch to justify the tried and true, but to guide our clients to new and unique approaches.
Next, we are proud of our great reputation for creativity, honesty and integrity. Character counts with us and it shows.
Our size, which is small, is also an important difference. We produce the same or better quality work as the larger guys, but, because of our size, we’re more responsive, more accessible and much more affordable!
Speaking of money, there is never a billing surprise with us. Ever! Charges for all jobs, for all clients, are agreed upon upfront and the invoices NEVER vary from the original agreement.
And finally, we think all business is personal. We have a passion for building long-term, personal relationships with our clients.
There you have it, our differences articulated! This is our brand. This is how we’re a different kind of ad agency, the kind we think people want to do business with.
Are you using your brand to convincingly set you apart from your competition? Are you walking the walk, or still simply talking the talk?