No one likes RFPs, least of which CMO’s and brand marketers. Post pandemic, companies face a multitude of new challenges: a hybrid workforce, changing market dynamics with a new political landscape, and the ever-looming potential of a recession that is forcing consumers and businesses to carefully evaluate purchases. But marketplace shifts often create the need to revisit your brand, and selecting the right branding agency partner is crucial for success. Because what’s worse than a rebrand, is a rebrand that goes awry. So this article will help you decipher how to pick an agency partner that fits your needs.
8 things to look for in a branding agency
When you’re considering engaging an agency, here are a few things to think about that might help you and your stakeholders gain alignment and pick the one that’s right for you.Â
1. Do They Align With Your Brand’s Core Values?
A successful partnership relies on an agency's ability to internalize and reflect your brand's core values. Agencies that prioritize not just your customers and clients, but also your workforce, is crucial. Very few brands have a single audience. So consider if your agency is helping you prioritize where to focus, acknowledging there may be multiple audiences in the mix.Â
2. Is their Portfolio Diverse and Impressive?
Examine the agency's portfolio to assess their versatility and success across various industries. Do they work with clients like you? Or, does their experience cater to bringing you a fresh perspective? A diverse portfolio with clients of the same size as your brand will showcase their capability to envision and execute forward-thinking strategies and ensure you’re not lost as the small client in a sea of much larger ones.Â
3. Do They Have A Reliable Framework or Process?
An effective agency should offer a clear strategic framework that guides their creative process. Emphasizing the use of human insights to unlock brand truths exemplifies a methodical approach to branding, ensuring that campaigns are both innovative and grounded in consumer reality.​ Double check if the key leaders from the agency are thought leaders, or just followers.Â
4. Are They Embracing Innovation?Â
Creativity tops the charts for brand agencies, but so does innovation. Are they discussing the impact of AI? Do they take a consultative approach to your brand? Pretty pictures and logos are easy, but deep brand insights take intelligence and creativity. The ability to craft culturally disruptive ideas in a crowded marketplace is what will set your brand apart. Assess how the agency's creative solutions have previously challenged norms and driven engagement.​
5. Do They Have Solid Client Testimonials?
Insights from previous clients provide valuable perspectives on the agency's performance and reliability. Collaborations that focus on comprehensive brand experiences highlight an agency's commitment to delivering more than just products or services. Branding can be hard to measure, but the voices of clients who’ve been through it before can ensure you’ll get a similar result.
6. Are They Transparent and Communicative?
Open dialogue is vital for a fruitful partnership. Ensure the agency maintains clear communication channels and provides regular updates, fostering trust and collaboration.​ Ask for their tech stack and tools. Are they nimble enough to handle you and your needs?
7. Are They Adaptable?
Branding is a process, but it’s not prescriptive. In an ever-evolving market, an agency's ability to anticipate trends and adapt strategies is crucial. Agencies that encourage process and patience in art demonstrate a commitment to continuous learning and innovation.​ When you chat with them, do you experience rigidity or flexibility that puts your partnership ahead of payment schedules?
8. Are They Authentic?Â
While the term is overused, authenticity is what all brands seek. Partner with agencies that prioritize ethical considerations and authenticity in their campaigns, ensuring alignment with your brand's integrity and societal expectations.​ Do your digging on the partners and team, their philosophy and the way they show up in the world. Chances are, the people behind the agency will make the difference.Â
Top 15 US Branding Agencies Shortlist
If you’re considering an agency for a branding project, here are 17 top branding agencies, each with their own bent and point of view in the world. They range from digital focused agencies to ones that sit squarely in the brand space, from some of the biggest agencies in the world to small and independent agencies doing admirable work. These agencies are pulled from across the web, considering sources like Clutch.co and articles that highlight the noteworthiness of each.Â
Landor World-leading Brand Specialists. Specialty: Comprehensive B2C branding strategies, renowned for creating emotional and cultural connections between brands and consumers. ​Notable Clients: Procter & Gamble, BP, Citroën.​
Manifesto Rally the Heart & Soul of Ambitious Brands. Specialty: Purpose-driven branding, specializing in crafting authentic brand narratives that resonate deeply with audiences.​ Notable Clients: Amazon, Intel, Cisco, Bacardi, Starbucks.
Siegel+Gale Solve Complex Brand Challenges. Specialty: Simplifying complex brand identities into clear and compelling visuals, enhancing brand clarity and engagement. ​Notable Clients: American Express, CVS Health, Microsoft.​
Pentagram Famous for their Design. Specialty: Integrated branding solutions, offering a holistic approach that combines design, strategy, and technology for cohesive brand experiences. ​ Notable Clients: The Museum of Modern Art, Mastercard, Windows.​
Tenet Partners Integrates branding and Innovation through Human-centered Design. Specialty: Transforming customer experiences to drive growth. Notable Clients: Altria, Colgate-Palmolive, Delphi, PepsiCo, Sony, Target.
Brightscout B2B Branding and Tech. Specialty: Transformative B2B branding and digital development, focusing on strategic design and innovation to position brands as market leaders. ​ Notable Clients: Nike, Adobe, HP.​
Clay UI/UX Design & Branding. Specialty: Cutting-edge UI/UX design and digital product innovation, delivering seamless user experiences across various platforms. ​ Notable Clients: Google, Facebook, Slack.​
Want Revitalize Brands that Build Business. Specialty: branding agency that excels in brand identity development, corporate branding and brand strategy. Notable Clients: Cisco, Uber, Gillette.
Red Antler Brand Experiences that make people care. Specialty: launching new brands and relaunching iconic ones for maximum impact, designed to make people fall in love. Notable Clients: Hinge, AllBirds, Chime.
Ruckus Business-minded Creative Agency. Specialty: Creative strategy and identity development, executing impactful campaigns that ensure brands lead their industries. Notable Clients: Harley-Davidson, HSBC, Porsche.​
Focus Labs All About Brand Envy. A B2B Focused Agency. Specialty: B2B brand strategy and positioning, helping businesses elevate their identity and resonate with their target audience. ​ Notable Clients: Marketo, Salesforce, Google.​
Interbrand Known for their Robust Process. Specialty:Â Data-driven brand valuation and strategy, assisting businesses in quantifying and maximizing their brand value. Notable Clients:Â Samsung, IBM, Nissan.
Motto Live Out Their Thought Leadership. Specialty:Â Purpose-driven brand storytelling, focusing on crafting narratives that help businesses stand out in crowded markets. Notable Clients:Â Google, Hershey's, Virgin.
NoGood Punchy, Defiant, Growth-oriented Agency. Specialty:Â Growth marketing strategies, specializing in performance marketing and creative solutions for sustainable brand growth. Notable Clients:Â Nike, TikTok, Amazon.
Mabbly
Chicago-based Digital Marketing and Branding. Specialty:Â Data-driven digital marketing, combining analytics with creative strategies to drive brand performance. Notable Clients:Â Verizon, Bosch, Chicago Bulls. If you're looking for an agency, or just need ideas jumpstarting what good looks like, check out the portfolio and methodology on our site.