Should I… Hire a branding company

Pros: You need good branding in a competitive market, and using experts will always get better results. They will do the creative work while you have time to get on with building your business.\nCons: They can be expensive at first, and you may need to invest time to ensure their vision for the brand tallies up with yours.
By Neil King
Sun 10 Feb 2013 12:36 PM

Why don’t I do it myself?

Unless you’ve already set up a successful brand, branding companies will have more experience than you. They know what the perils and pitfalls are and should be well aware of market trends.

Aren’t they expensive?

For a business with no income, they can be expensive, but it is usually money well spent. A good brand can be the difference between your business succeeding or failing, so paying for a company’s expertise could end up making you much more money than you lose.

How long does it take?

The last thing you want to do is rush the creative process – you won’t get the best results. Branding is not always an easy task, so let the branders take their time. At the earliest, you could have a finished brand within a matter of weeks.

What does ‘branding’ cover?

Your brand is your business’s personality, crystallising its essence. Your logo, images, slogan, literature and even your name go into it, and depending on how thorough the branding company is, they could even help you define your direction and your target audience.

Am I allowed any input?

A branding company will only do as much as you ask it to do. If you want to take responsibility for some aspects of branding, you can. You should be able to work with the branding company to ensure you’re happy with the results. It’s your business, after all!

Should I brand myself as well?

It’s up to you. As you are the best representative your business has, it would be advantageous to be an extension of what the brand says about your business. Don’t pitch yourself as something completely different – it will just confuse people.

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