Branding Partnerships
Become the keeper of your client’s brand.
Advertising agencies are always looking for a way to strengthen their relationship with their clients. One of the best ways to grow that bond and keep it strong is to provide an indispensible service: become the keeper of their brand.
Agencies have something that’s incredibly important to their clients: an in-depth knowledge of their brand. The longer an agency has worked on a client’s product, the more they know about it. And agencies should use that knowledge to their advantage.
Create a brand bible.
Put everything in it: logos, fonts, images, and lockups — and all the rules for how the brand should appear in every medium. Make sure that the bible has information on every ad or piece of marketing your agency has done for them, and keep it updated. With the brand bible in place you will always have the answer to your client’s questions at your fingertips. You will also have a quick overview of the work for anyone at your agency that’s new to the brand.
Manage the Brand’s Assets.
One of the less glamorous, but more important things to do is manage the brand’s digital assets. Make sure that every variation of their art is in a place on your server that everyone can access, and is clearly marked. When the client needs a logo or a piece of art in a specific way, and fast, you’ll have it for them.
Be there when a new brand manager takes over.
As soon as a new brand manager assumes their role, deliver a concise digital overview of the brand to them, complete with recent advertising examples, and make it clear to them that you are their go-to person, should they have any questions.
Take on the role of brand guardian.
If the client suggests a direction, an image or some language for the brand that you know runs counter to what has already been established, tell them so. It may feel uncomfortable, but it could also save them from making a mistake in front of their peers or worse, their boss. Good deeds like that are remembered fondly at agency review time.
Be a brand sounding board.
Use the advantage of distance. Because you do not live and breathe the brand every day like your clients do, you have a broader, less emotional view of the brand. This distance allows you to speak authoritatively, and become a trusted partner outside of the client’s office. Encourage them to seek your counsel whenever they feel the need.
Go beyond the brand.
Continually educate your clients on the brand’s market situation. Update them with competitive information and continually use your knowledge of marketing to find opportunities for their product to grow and reach a bigger audience.
Go beyond your responsibilities and you’ll be your client’s brand partner for a long, long time.