Overview:
How can you best prepare for your initial meeting with a creative agency? What questions should you expect them to ask, and what key information will you need to provide about the brand you’re looking to create? Here’s everything you need to know to ensure you’re fully equipped for that first conversation.
Let’s start by clarifying that in this article, we’ll primarily focus on companies creating their brand for the first time. However, this content could also be helpful for anyone considering visiting a creative agency to breathe new life into their business through rebranding.
Now, let’s explore a hypothetical scenario. You’re a new entrepreneur, you’ve developed your business idea, perhaps even found the physical space if you’re opening a store, and handled all the bureaucratic steps for launching the company. But there’s one crucial thing missing – your brand identity. And no, a brand identity isn’t just a logo.
So, you begin the search for the right agency that can bring your vision to life and make your brand stand out in an overcrowded market.
Your anxiety is entirely understandable. You might be thinking, “What if I spend all this money on something that doesn’t matter? Should I just buy something cheap online for now? What if I get scammed and end up paying a lot for something that isn’t worth it?
In moments of internal confusion like these, we’re here to take you out of the tough spot and set the stage for you. What questions will a truly dedicated creative agency ask, one that genuinely cares about crafting a strong and consistent brand identity for you?
How to Prepare for Your Meeting with a Creative Agency
First and foremost, it’s a good idea to be clear on your brand’s mission and vision. What do we mean by this? When we talk about the brand's mission, we refer to the present. Essentially, you need to define and communicate the reason your brand exists, what you offer, and how you aim to serve your clients. Your mission is the foundation of every action your business takes and reflects how it contributes to people's lives or the market.
On the other hand, the brand’s vision is all about its future and how you envision it. This is your long-term aspiration—the image you have of success and the impact you want your company to make on the world or within your industry.
A designer needs to fully understand these aspects because they help build the right visual language that emotionally connects your potential clients with your brand.
Know Your Target Audience
Equally important is having a clear understanding of your target audience. You might think you can appeal to everyone, but... you're not French fries, and even those don’t appeal to everybody! Seriously though, take the time to narrow down and identify your true audience. If the tone of your brand doesn’t align with your target audience, guess what? It’s not going to resonate with them. So, be mindful when defining your audience, and make sure to explain in detail to the designer who exactly your brand is aiming to reach.
Additionally, it’s always a good idea to be aware of your competition—companies similar to yours offering the same services. Knowing what others are doing gives you the power to guide the designer who will craft your brand identity. While a professional designer will naturally research your competitors before starting the creative process, you—being the expert in your field—can bring valuable insights if you’ve already done a bit of research yourself.
This is where the brands you admire come in. Studying the competition isn’t just about finding where you can stand out but also about seeing what you might want to incorporate into your own brand. It would be incredibly helpful and practical to have a list of brands you look up to, along with the features that attract you to them. What aspects of these brands would you like to see in yours? You don’t necessarily need to bring a physical list to the table—just keeping them in mind for the meeting works too. The designer will take note of these influences and consider them in the process.
Drum roll for suspense And now… the cost.
Don’t freak out. Really, don’t. You might hear some staggering prices, but remember the value behind what you’re purchasing. The agency creating your brand identity is also building an entire branding system, complete with a unified design that ties everything together. From business cards to folders, typography to brand voice, the design studio will be creating a cohesive story for you. Essentially, they’re constructing a house where your company will live for years to come. This house needs a strong foundation—otherwise, it might collapse, and you’ll be trapped inside.
Because not everyone has your best interest at heart, be cautious when choosing your designer. Make sure to meet them, get a feel for their mindset, review some of their previous work, and pay attention to how they ask questions. Don’t worry—it’ll be clear whether they genuinely care about your brand or are just in it for the money. And remember, when something that requires substantial effort, like a brand identity, is dirt cheap… chances are something is seriously wrong.
And now, I’m speaking directly to you, the seasoned entrepreneur who has decided it’s time for a rebrand. Just because you’ve done it once doesn’t mean it was done perfectly or that you won’t make the same mistakes again—or worse, fall for the same traps. As we mentioned earlier, a creative agency isn’t only helpful when you’re building a brand from scratch but also when you’re looking to rebrand—revamping your existing identity.
Don’t forget to gather and bring all your business’s existing assets, including the original files for… pretty much everything. You need to have a well-organized folder where everything is clearly labeled to ensure a smooth process with no confusion. Trust us, every little detail is important. These assets give the designer a comprehensive view of your current brand, and from there, they can build upon that foundation to create a new identity that’s worthy of its predecessor.
Finally, be open to all creative ideas and make sure to communicate this to your designer. Designers often feel hesitant to suggest something bold or unconventional because they fear how the client might react. If you’re an open-minded person, ready to embrace the future and whatever it brings, make sure to express that and give them the freedom to create something truly unique, original, and yours.
Remember, your company’s branding is the visual expression of its soul, reflecting everything that defines both the business and you as its owner.
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