When looking for ways to grow a business, there are so many different types of agencies out there offering various services, for example, you may have come across a marketing agency and a branding agency but don’t know the difference between the two. This can often lead to business owners getting lost in the jargon and left wondering which service does what and ultimately, what is best for their organisation. In this post, we’re shedding light on these two key players that have question marks around their differences: marketing agencies and branding agencies. Understanding the distinctions between these two will help you to make an informed decision on which would be best to propel your business forward. It could even be both!
What is a marketing agency?
A marketing agency is a one-stop shop for all things marketing strategy and implementation. Focused on an organisation’s target audience, a marketing agency creates strategies on how to effectively get your brand in front of the most important eyes. They’ll often set marketing goals that align with overall business objectives and track how their support is helping their clients move towards these targets. Marketing agencies can offer a range of versatile services to suit specific needs, and some often specialise in one area. Some of these services include:
- Marketing strategy
- Content creation
- Social media management
- Search engine optimisation
- Email marketing
- Paid advertising
Each of these services will help to get an organisation’s product/service in front of their ideal clients to build awareness and interest. This can in turn lead to boosted revenue.
What is a branding agency?
On the other hand, a branding agency focuses on the core identity of a business. According to Investopedia, a brand is when an organisation has a ‘unique and immediately recognisable identity that distinguishes itself from others in its industry.’ Therefore, it’s a brand agency’s job to design your brand’s DNA – A.K.A. what makes you stand out from the crowd. This can include logos, brand voice and overall look and feel of the brand. To do this, they delve deep into an organisation’s story, motivations and purpose and turn this into a unique ‘brand’ that will resonate with your target audience. Some of the services a branding agency offer include:
- Brand strategy (mission, vision, purpose, values, etc.)
- Brand identity (logo, colour palette, brand voice, etc.)
- Brand messaging (messaging that resonates with target audiences)
Each of these services help to uniquely position organisations in an industry and helps them to stand out from competitors.
Understanding your needs
To make a decision about which type of services you require, you have to understand your own needs. We’ve recently heard a great way to describe this process: think of it as building a house. A branding agency helps you to create a strong foundation for the house (the brand). Once that foundation is there, a marketing agency helps you to decorate, light it up and throw a housewarming party to show off the incredible building.
So, do you have the foundations of your organisation in place? Or are you looking to throw a ‘party’ to demonstrate your products/services?
When should you use a marketing agency?
If you’re brand is already set in stone, then you may turn to the services of a marketing agency to build brand awareness, generate leads and support with boosting sales. By discussing your requirements and your business objectives, a marketing agency will be able to create a strategy and decide on the most suitable marketing mix. Some signs that you require the services of a marketing agency include:
- You don’t have a clear strategy
- You’re not seeing a return on your current marketing efforts
- You lack the in-house expertise
- Your sales and leads are stagnant or declining
- You’ve not got enough time or resources to implement your own marketing
- You’re not getting in front of your target audience
- You want to increase brand reach and awareness
Overall, a marketing agency will help you to determine where your brand needs to be and can support with the planning and execution of strategies.
When to use a branding agency?
If your organisation hasn’t quite determined what their brand truly stands for, then a branding agency can be key. It could be that you’re a new business that’s fresh on the scene or an organisation that’s in need of a rebrand. If you’re in need of a brand reposition, read our 6-step guide. Some signs that you require the services of a branding agency include:
- Your brand lacks a clear identity
- Your brand isn’t resonating with your ideal customers
- Your industry is becoming oversaturated
- You’re in the midst of a M&A
- Your brand messaging is confusing
By investing in the services of a branding agency, you’re essentially building that strong foundation. This is what all future marketing efforts will be built upon, ensuring clarity and consistency across all comms.
Final thoughts
We hope this information has helped the decision between a marketing agency and a branding agency feel less of a guessing game. It could of course be that you require the services of both! This is especially true for new businesses or those going through a large rebrand. As always, by understanding your business’ needs, you can decide which supplier would be most suitable for you right now.
