如果你想知道如何选择一个gpk电子游戏官网代理机构,gpk电子游戏有一个好消息和一个坏消息.

The good news is you’re in the right place! Below, we break down everything you could hope to know about how to find the right partner for your branding and rebranding needs.

You probably already know the bad news. The truth is, the cost of rebranding your company is significant. 这需要时间、金钱和不小的风险.

这就是为什么知道如何选择正确的gpk电子游戏官网代理机构是如此重要. If you think rebranding sounds expensive, 试着做两次,因为你第一次雇佣了错误的机构.

为你提供你需要的一切,为gpk电子游戏需求找到最好的合作伙伴, gpk电子游戏将回答以下几个重要问题:

CONTENTS

The first question is easy: Ready to dive in? Great, let’s get started.

What is a Branding Agency?

Ignyte - Choosing a Branding Agency
A branding agency is a firm specializing in the strategic and creative work required to shape how a business is perceived by internal and external stakeholders.

gpk电子游戏官网代理机构通常在以下领域提供服务:

Brand Research: Services designed to understand how a brand is currently perceived by internal and external stakeholders. Insights from brand research are often leveraged in brand strategy.

Brand Strategy: Services designed to build a foundation for the future of your brand that drives relevance and differentiation. Strategy includes brand positioning, brand architecture, and brand roadmaps.

Brand Identity: 旨在定义gpk电子游戏官网视觉和语言标识的服务. Visual identity includes a brand’s logo, colors, photography, etc. 口头标识包括gpk电子游戏官网名称、标语、语音和信息.

Brand Activation: 服务旨在激活一个gpk电子游戏官网的市场,包括 brand launch、gpk电子游戏官网实施和持续的gpk电子游戏官网管理.

不同的gpk电子游戏官网机构以不同的方式定义这些服务领域, 而且很少有两个机构在每个领域提供相同的服务列表.

不同的gpk电子游戏官网代理机构也专门针对不同的客户需求. 一些机构专注于初创公司,而另一些则专注于企业业务.

Some agencies specialize in research and strategy, 而另一些则专注于创意执行和广告. 一些公司专注于打造初创公司的gpk电子游戏官网,而另一些公司则专注于重塑现有公司的gpk电子游戏官网.

一旦你对gpk电子游戏官网代理机构提供的东西有了确切的了解, the next question is often, do I really need one? 如果你正在阅读这篇文章,你可能会这么做,但让gpk电子游戏看看为什么.

Why Hire a Branding Agency?

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Many companies assume that rebranding is something that can be handled by their internal marketing team. 毕竟,设计一个logo并编写一些核心信息能有多难呢?

The fact is, 即使是最好的营销团队也无法实现这个目标, big-picture strategic decisions a rebrand requires.

gpk电子游戏官网代理机构不仅提供了宝贵的客观视角, it also gives you proven expertise across a range of industries and the insight you need to ensure your brand experience is consistent, cohesive, and compelling.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

让gpk电子游戏来仔细看看你得到的基本好处 hire a branding agency:

An Unbiased, Strategic Perspective: A branding agency gives you an objective, 对gpk电子游戏和它所处的竞争环境进行全面的评估.

Cross-Industry Expertise: gpk电子游戏官网代理公司带来的不仅仅是你自己的行业经验. This type of fresh perspective is often essential when trying to meaningfully differentiate your brand.

Proven Expertise: 在你之前,gpk电子游戏代理机构可能已经做过几十次,如果不是几百次的话. 这意味着你肯定能在第一时间就成功重塑gpk电子游戏官网.

Brand Management: Because they will be deeply familiar with your brand, gpk电子游戏官网代理机构是帮助你的最佳人选 brand management,确保gpk电子游戏在它的许多接触点上得到一致和有力的执行.

在聘请gpk电子游戏官网代理机构之前,你应该问哪些问题?

雇佣一个gpk电子游戏官网代理机构就是要问正确的问题. With this in mind, we put together the top 10 questions you should ask yourself in your search for the right agency partner.

1. How Many Agencies Should I Interview?

Ignyte - Choosing a Branding Agency 1
First things first. 世界上不乏声称擅长gpk电子游戏官网推广的机构, so it’s important to narrow your search.

One way to cull the field from the get-go is to understand that there’s a difference between a branding agency and a marketing agency that offers “branding” services on the side. You’re looking for the former.

一旦你有了这个初始标准, gpk电子游戏建议类似于以下的选择过程:

  1. Identify a long list of five to ten agencies that look interesting and do more in-depth research on each.
  2. 把名单缩小到三到五家觉得合适的经纪公司. Request and review their proposals.
  3. 选择最好的两到三家机构做最后的报告和面试.

不同的机构有不同的能力、流程和经验. When you choose a branding agency, 重要的是你要对现有的情况有所了解,这样你才能做出明智的最终决定.

如果你正在努力列出一份长长的清单, 问问周围的朋友或同行是否有推荐. 花些时间在谷歌做gpk电子游戏官网代理相关的搜索.

When we do brand audits for our clients, we scour the competitive landscape for similar companies to get a comprehensive sense of the market.

Reading agencies’ blog posts and case studies is a great way to see their approach to the different phases of the branding process. Or, reverse engineer the process by looking into which agencies are responsible for brands you admire that are similar to your own.

2. What’s Your First Impression of the Agency?

Ignyte - Choosing a Branding Agency 2
The age-old wisdom about first impressions isn’t wrong. You can learn a lot about an agency’s passion for service and commitment to quality by the way they engage you in the earliest phases of your relationship.

他们对与你合作的前景感到兴奋吗? 他们重视你回复电话和邮件的时间吗? 他们是否提出了正确的问题,并表现出对你的需求的理解? Do they make time to answer your 询问并确保你了解他们的过程和方法?

尝试选择一家gpk电子游戏官网代理公司与约会没什么不同. You’re looking for the right chemistry, 与了解你gpk电子游戏官网独特需求的代理商建立自然的关系.

尴尬的伙伴关系只会导致尴尬的结果, 然而,真正兼容的gpk电子游戏关系可以带来一些真正显著的结果.

3. Are They the Right Size?

Ignyte - Choosing a Branding Agency 3
在选择gpk电子游戏官网代理机构时,规模是否重要? Sure, but it’s relative.

如果你是一个需要全面重塑gpk电子游戏官网的全球大gpk电子游戏官网, 你可能需要一个大型的全球gpk电子游戏官网代理机构. A boutique firm simply isn’t going to have the wherewithal to handle the scope and complexity of such an undertaking.

Conversely, if you’re a small company, 一个大的gpk电子游戏官网公司也许能够处理gpk电子游戏重塑, 但他们可能不会像小公司那样亲自关注你.

大型经纪公司提供的服务也只是比精品经纪公司提供的服务贵. 所以,对于中小型企业来说 signs it’s time to rebrand在美国,代理机构越大,你的钱得到的价值就越小.

你需要一个能够灵活处理你独特项目的范围和复杂性的代理机构. Most of all, 你需要一个有专业知识和资源的合作伙伴来执行你的项目的可交付成果.

4. Do They Have the Right Expertise?

Ignyte - Choosing a Branding Agency 4
当你试图选择一家gpk电子游戏官网代理机构时,专业知识也是一个关键的问题.

在gpk电子游戏官网化方面,大多数机构都提供类似的能力或服务. Expertise, 或者是在这些能力的细微差别上执行的被证明的技能, 你会在哪些方面发现你所审查的机构之间的实质性差异.

这些细微差别包括提供专业服务,如深入的gpk电子游戏官网研究, a proven naming process, and the ability to bring clarity to a confused brand architecture.

它们包括经过验证的战略和定位过程. And they include dynamic brand design 让gpk电子游戏以一种让观众惊叹的方式活起来.”

如果没有专业知识的支持,即使是最强大的功能集也基本上是无用的.

Ultimately, expertise is the ability to solve your brand’s unique problems with an array of custom solutions that together comprise a cohesive and compelling brand story.

5. Do They Have a Diverse Portfolio of Quality Work?

Ignyte - Choosing a Branding Agency 5
当然,衡量一家机构专业水平的最佳标准是其投资组合. 在选择经纪公司时,知道该从投资组合中寻找什么是很重要的.

在你的特定行业有经验是很好的, 但它永远不应该被认为是所有资格的全部. 过度强调行业经验的重要性是一个常见的错误.

事实是,重塑gpk电子游戏官网的过程对任何行业都是至关重要的. Plus, agencies that specialize in only one vertical are often less equipped to develop highly differentiated brand experiences within that space.

An agency outside your industry is more likely to offer a fresh perspective on your visual and verbal identity than one that works with companies like yours all the time.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

The most important thing to look for in a branding agency portfolio is objectively excellent work.

代理机构是否不论行业都能做出高质量的gpk电子游戏? 他们是否有捕捉到合作gpk电子游戏官网的真实精神的记录? 他们的作品集是否代表了一系列良好的创作风格?

无论在哪个行业,都能持续地创造出高质量的作品, resulting in authentic brands across a broad spectrum of styles is the mark of an agency that can confidently rebrand your company—no matter which vertical you’re in.

Don’t be dissuaded just because an agency’s portfolio doesn’t include a brand experience that’s close to the one you’re envisioning. What’s important is their proven ability to solve the unique challenges of each of their former clients.

如果他们在过去能够做到这一点,那么他们也应该能够在gpk电子游戏上做到这一点.

6. What’s the Agency’s Industry Reputation?

Ignyte - Choosing a Branding Agency 6
如今,每个机构都有一个行业声誉——不管他们喜欢与否. Quality agencies leave quality digital footprints. 当你试图选择一家gpk电子游戏官网代理机构时,诀窍在于寻找足迹.

任何机构最重要的特征之一就是言行一致. If a company offers to boost your brand loyalty你要确保他们有能力培养自己的忠诚.

客户评价是行业声誉最明显的标志之一. 无论是在网站上的显著位置,还是在推荐网站上,比如 Clutch or available upon request, 前客户的意见是机构专业知识的第一手社会证明.

Another important indicator of industry reputation is whether the agency is positioned as an industry thought leader.

他们的博客是否包含智能和频繁共享的内容? 他们是否提供可下载的指南、白皮书或清单? 他们领导团队的成员是否在会议或研讨会上发言?

Agencies with proven expertise and solid processes are likely to be sharing these valuable assets with the industry at large.

7. Do They Have a Well-Defined Process?

Ignyte - Choosing a Branding Agency 7
在过程这个话题上,有效的gpk电子游戏官网推广归结为经过证明的、基于证据的方法. 一个清晰表述的过程是一个有能力的机构的标志. 它能确保按时并按预算完成高质量的gpk电子游戏.

Beyond being well-defined, 一个专业的机构重塑gpk电子游戏官网的过程应该首先从研究开始 internal brand research and customer research.

A data-driven, research-based approach ensures that the ensuing phases of strategy and creative execution are grounded in objective evidence.

有了证据,就不用再瞎猜了, 从而产生具有吸引力的信息的真正的gpk电子游戏官网. 严肃机构的标志是专注于研究,包括深入研究 customer interviews and the rich insights they provide.

8. Where is the Agency Located?

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谢天谢地,真的没有必要再问这个问题了. 对于在新的远程gpk电子游戏场所中重新命名项目,位置已经基本上不再是一个问题.

除了时区不一致带来的轻微不便之外 coronavirus pandemic 是否表明,与远程gpk电子游戏官网代理公司合作,几乎任何事情都是可能的.

将你的搜索限制在当地的代理机构是没有更多的优势的. Doing so only ensures that you’re missing out on some great branding partners in cities you may not have considered.

This means your list of potential partners might be longer when trying to choose a branding agency, 但这也意味着你会有更多高质量的选择.

9. Do They Offer Solutions Within Your Budget?

Ignyte - Choosing a Branding Agency 9
Budget is area where, 虽然建立一个现实的舒适区很重要, 让严格的参数来决定哪个机构适合你从来都不理想.

A rebrand, after all, 这项投资是否应该持续5到10年, provided you’re able to maintain brand focus. When you amortize the cost over that length of time, budget differentials become all but negligible.

As we mentioned in the introduction, 真正昂贵的是gpk电子游戏重塑错误,因为你选择了一个更便宜的代理商, only to have to do it all over again to get it right.

就像其他商业交易一样,当涉及到gpk电子游戏官网时,你会得到你所付出的.

当与一个更大的机构合作时,这意味着同样的预算有更小的范围. When working with a boutique agency, it means that by cutting corners on your budget you cut corners on the quality of work you can expect.

10. Do Their Values & Culture Align with Yours?

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最后但并非最不重要的是,良好的合作关系始于 alignment on values and culture.

你将和gpk电子游戏重塑合作伙伴一起花6到9个月的时间, doing intimate, in-depth work together. 你想要一个你感觉有联系的gpk电子游戏官网代理机构.

一个机构的核心价值观是你所期望的关系类型的一个很好的指示器.

你想要一个有合作精神、有想象力、有激情的伴侣. You want someone who isn’t afraid to tell you the hard truths and who seems genuinely excited to work with you.

Look for camaraderie amongst team members and confidence in their ability to solve your brand’s unique challenges.

The Takeaway

Perhaps the most important advice we can give to a company that is trying to choose a branding agency, is to always look at multiple candidates, 在每一个需要考虑的方面进行比较.

给每个代理机构相同的项目范围,这样你就可以了解提案的差异, approaches, and costs for the same project.

就我个人而言,gpk电子游戏不希望成为项目中唯一考虑的代理. We love the opportunity to showcase our capabilities against other agencies because we’re confident that our proposals stand out even stronger in context.

We work hard on our proposals because we realize that choosing a branding agency is no small feat. We empathize with companies in your situation.

Knowing the right questions to ask, however, will put you in the best position to select the right partner for your brand’s unique challenges—a partner with whom you can work seamlessly in charting a course to the future of your brand.

Editor’s Note: This post was originally published in August 2018 and has been updated with additional insights.

The Definitive Guide to Rebranding

你需要知道的一切gpk电子游戏官网重塑你的企业——以及避免代价高昂的错误.

Read more by

A prolific blogger, speaker, and columnist, 布莱恩在设计和gpk电子游戏官网方面拥有超过十年的经验. 他为《gpk电子游戏》、《gpk电子游戏》和《gpk电子游戏官网季刊》等出版物撰稿.