Do you know what a branding agency does? What are some of the secrets these agencies use to turn products and businesses into household names?
The truth is, if you walk around your city and ask 100 people what a branding agency does, you will likely get 100 different answers.
That’s not because branding agencies are secretive. Instead, they perform a very specific function and have a team of experts who understand how to approach each brand project with precision.
At HatchMark Studio, branding is at the core of everything we do. It’s why we were founded.
In this article, we will explain what a branding agency is, what a branding team looks like, and help you determine whether or not you’re ready to hire one.
Key Takeaways
Don’t have time to read the whole article? Here are the key highlights that you need to know.
- A branding agency comprises multiple specialized roles, including creative directors, art directors, graphic designers, copywriters, and project managers, each contributing distinct expertise to build a cohesive brand identity.
- Branding agencies deliver more than logos; they create complete brand systems, including brand guidelines, digital assets, and potentially even naming services for new businesses.
- Branding projects typically start at $20,000 for a truncated brand system, or a visual identity system alone. Full brand systems that include strategy, messaging, and comprehensive deliverables usually range can start at $50,000+.
- Not all businesses need extensive branding immediately. Companies should assess their readiness, understanding their business direction and capability to support intensive collaboration with the agency.
- Successful branding projects depend on active collaboration and support from the client’s team. It’s essential that all stakeholders are committed and engaged throughout the process to achieve impactful results.
What Jobs Are Available at a Branding Agency?
To understand what a branding agency does, we will start with identifying who is on the bus. It takes an entire team to bring a branding project to life, each member with a specific set of skills. (Cue the Liam Neeson jokes.)
Here are some roles you can expect to find at any branding agency.
- Creative Director. The creative director oversees the entire brand project from start to finish on both the visual and messaging fronts. They make sure the brand’s vision shines through in everything, and they lead the creative team to come up with fresh, connected concepts. The creative director will often be the lead presenter during meetings when unveiling new brand elements to the client and is typically the highest ranking creative lead on the team.
- Brand Strategist. The brand strategist is responsible for uncovering the core of the brand through research, stakeholder interviews, and market analysis. They help define who the brand is, what it stands for, and how it should show up in the world. Working closely with the lead copywriter and creative director, they guide the strategic direction that shapes both the messaging and visual identity.
- Art Director. Much like the creative director, the art director oversees the brand project, specifically the visual elements. They lead a team of designers to ensure the creative director’s vision is coming together visually. The art director is usually 2nd in command to the creative director and will also play a key role when presenting to clients.
- Graphic Designer. The graphic designers, led by the art director and creative director, are the ones doing the design work to bring the visual elements to life. This includes everything from logo creation, color palette curation, font selection, custom patterns, and creative mockups. Among the graphic designers, there is often a senior graphic designer who leads the team and offers guidance and expertise.
- Copywriter. If the graphic designers are doing half of the brand work, the copywriters are doing the other half. Copywriters are in charge of crafting the messaging portion of the brand identity. This comes together in mission and vision statements, taglines, value propositions, branded headlines, and more. The copywriters will work directly with the creative director to ensure the visual identity and messaging are closely aligned on a conceptual level.
- Project Manager/Account Manager. Brand projects are complex with several timelines, meetings, and due dates along the way. A project manager ensures everything stays on track, on budget, and on time. In some agencies, there will also be a dedicated account manager whose responsibility is to communicate directly with the client throughout the process. In smaller agencies, the project manager handles both the client communications and manages the internal team.
The Short, TL;DR Version
A branding agency is a group of creative professionals who are specifically skilled at creating full brand systems. This can be everything from refreshing an existing brand identity or crafting a brand for a new business from scratch.
These experts have a unique ability to communicate products and services to a specific audience or multiple audiences. Think beyond logos and signage. If you hire a branding agency, you will walk away with much more than a simple style guide.
You will have a full suite of deliverables, including brand guidelines, a library of digital assets, and more. You can even lean on a branding agency to help you come up with the name of your business!
How Do You Know When You Need a Branding Agency?
You’ve probably already started to gather that a full branding process is no easy task. Some brand projects can take anywhere from three months to a year to complete.
The truth is, not every business needs a full brand system. For a lot of smaller businesses, it’s possible to get by with just a logo and some business cards. This can be achieved by hiring a talented freelancer.
However, a strong brand can be the key difference maker for a company, specifically in highly competitive verticals when details matter.
Think of companies like Nike, Adidas, and Puma. All of these companies have invested millions in their brand identity. Their customers expect certain things when they buy a product from their storefronts or websites.
Here are some questions you should ask yourself before hiring a branding agency.
- Do you have the budget? Branding costs can vary widely depending on your goals, timeline, and the depth of work required. On average, a full brand system that includes strategy, messaging, and a complete visual identity typically ranges from $50,000 and up. Truncated brand systems or visual identity alone start around $20,000. Pricing can also be influenced by factors like agency location, project complexity, and the level of creative involvement. Simply put, branding NASA is going to cost more than branding your favorite local ice cream shop.
- Is your company ready? For some businesses, especially new ones, there can be a learning period. What’s working? What’s not working? If you’re still in the midst of figuring out the direction of your business and where you want to go, you might not be ready for full-scale branding. In fact, diving into branding too early can actively hurt your business.
- Is your team supportive? Brand projects are highly collaborative between the agency and the client. It’s certainly not a set it and forget it process. Your team should be eager and excited about the process and ready to support your vision. Naysayers and friction during a brand project can cause frustration, delays, and a lackluster result.
- Do you have the time to invest? As we mentioned earlier, the branding process is not just a financial investment; it’s also a massive time investment. You need to be ready to have several meetings with your key stakeholders and work directly with your brand team along the way. You don’t want to start the process and then go for a three-week vacation. Set aside the time and be ready to engage, often.
Final Thoughts
A branding agency, when operating at a high level, is a well oiled machine full of experts who come together to create stunning visual and messaging systems. The best teams come at a premium. If you’re ready to start shopping around for an agency, you need to take your time and ask the right questions. Trust the experts. Trust the process. You’ll be glad you did!
FAQ About Branding Agencies
Q: What exactly does a branding agency do?
A: A branding agency specializes in creating and revamping brand identities. This involves crafting visual elements (like logos and design systems) and messaging (such as taglines and mission statements) to effectively communicate the brand’s values and connect with its target audience.
Q: Who are the key players in a branding agency?
A: Key roles include the Creative Director, who oversees the overall vision; the Brand Strategist, who leads research, client interviews, and helps define the brand’s direction; the Art Director, who manages the visual aspects; Graphic Designers, who create visual content; Copywriters, who handle messaging; and Project or Account Managers, who ensure projects are on track and facilitate client communication.
Q: When should a business consider hiring a branding agency?
A: Businesses should consider hiring a branding agency when they are ready for a significant investment in creating or revitalizing their brand identity. It is especially advisable for companies looking to stand out in competitive markets and those prepared to engage in a collaborative, time-intensive process.
Let Us Help You With Your Brand Project
Branding is what we do at HatchMark Studio. It’s in our DNA. We’ve handled branding projects for clients in just about every industry you can imagine. Our team is highly diversified and motivated to help you bring your brand to life. Ready to learn more about our brand-first approach? Our discovery sessions are completely free and without obligation. Reach out to us today to schedule yours!
