3 Rules Before Hiring a Branding Agency

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 3 Rules Before Hiring a Branding Agency

I just finished reading a recent business article about the “perils” of hiring a branding agency.

Wowsers.

Let’s just say this “big” exec considers all branding and ad agencies “asses.” If you’ve ever read his writings, he’s a no-nonsense kind of guy. He’s quite candid and curt.   

And he’s not entirely wrong.

There are a lot of branding agencies that do what he says they do. These are branding agencies that upsell, that are combative with the companies they serve, and they simply don’t listen. And one key clarifier that can easily be missed in his article is that he is talking about “young firms” that hire a branding agency. I agree that startups shouldn’t dive into branding when they are still trying to figure out the business.

You don’t want to hire the wrong branding agency. So, here’s how to do it:

Rule 1: Your brand is you, and you aren’t perfect.

Your branding agency’s job is not just to give you a color palette and a suite of deliverables, nor is it to craft a fluff brand story that doesn’t actually reflect you. The objective of a great branding agency is its ability to go beyond design, listen, and help you understand your current brand and what it can be. This includes exposing some “roses and thorns” along the way – where you excel and where you can improve. And this can only happen if the agency gets to know your members, the C-Suite, the board, and your frontline staff.

While it is the job of your branding agency to uncover strengths and weaknesses, ultimately your brand is “you.” The agency must recognize they are building a brand that represents your credit union and not Apple, Google, Tesla, Amazon, or any other high-profile organization. Your brand is uniquely you, and no one else.

Rule 2: Know that internal alignment is king.

This is perhaps where most brand development fails. Two things can happen:

• The client hires the agency and establishes new advertising and marketing. However, the marketing fails because there’s no focus on the internal brand.

• The agency focuses on internal branding, but the client doesn’t consider it a priority. There’s a disconnect, and as a result, the marketing fails.

After all, what is “creative?” It’s problem-solving, albeit sometimes straightforward and other times… creatively. But you can’t solve external problems when internal problems persist. As a branding and marketing agency, we’ve seen what happens when we drive traffic and build an audience and the credit union is unable to deliver. The right branding agency will help you identify pain points within your organization and work together in identifying solutions.

Rule 3: Rank your priorities.

When hiring a branding agency, think carefully about your wants and needs out of this new relationship. What is the endgame? At YMC, we often start with our Roadmap to Rebrands. “Should you pump the breaks or put the pedal to the floor?” After having a strategic conversation, we’ve had some that realized they aren’t ready to work on their brand and have pulled out of the process, and rightfully so.

For those who do want to rebrand, rank your priorities. What do you need clarity on the most? This could be mission and vision, value proposition, perception in the marketplace, shifting how you serve in the current economic conditions, delivering service differently to your changing community, unlocking your ideal member, or retooling how your team thinks about the brand.

If you are going to build toward an authentic brand, we must have a very real, open, and honest discussion about why we are in business, who we serve and what makes us different.

Is your branding agency ready to have that conversation? Are you?

Are You Ready For An Authentic Brand?

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Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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