I’m going to assume because you came to this page, you’re thinking about updating your brand.
If that’s the case, you’re going to need a good partner. Start making a list of the people you know who offer rebranding as a service. And then slow down and read this article so you don’t jump into a relationship that will haunt you later on.
Find an Actual Partner
Not every vendor is a partner. For something as complex as a brand refresh, you need a partner who will walk with you every step of the way. Look for someone who will treat you like a best friend–who will give you tough love and then stand by your side when you have to make changes.
Seek these three characteristics in your next brand partner:
3 Resources Your Partner Should Have
The budget for your rebrand will come from you, and sometimes even the manpower. But your brand agency or consultant should have some important resources of their own:
Final Thoughts and Strong Opinions
In my experience, a consultant has more time because they can only take on a limited number of projects per year (i.e., they aren’t focusing on 30 things at once). A consultant can also offer more flexibility on cost, since they don’t have a bunch of overhead or employee benefits to worry about.
If you’re looking for a partner who leads with kindness and strategy, look no further: Those are the values Flicker Media was built on. Take a look at our brand offerings, and then let’s have coffee to see if we could be good partners.
If that’s the case, you’re going to need a good partner. Start making a list of the people you know who offer rebranding as a service. And then slow down and read this article so you don’t jump into a relationship that will haunt you later on.
Find an Actual Partner
Not every vendor is a partner. For something as complex as a brand refresh, you need a partner who will walk with you every step of the way. Look for someone who will treat you like a best friend–who will give you tough love and then stand by your side when you have to make changes.
Seek these three characteristics in your next brand partner:
- Flexibility. Whether this is a light refresh or a full-on rebrand or brand launch, you’re going to want some control over what happens. Look for a partner who can work with your specific needs and isn’t stuck to just a set process or number of revisions.
- Foresight. It’s not enough to just hand you a logo. Rebranding affects many parts of the organization. Look for someone who can advise you on everything from how to approach your board of directors to how to address your reputation amid the refresh. Your partner should be looking ahead and helping you devise a plan.
- Accountable. Trust me, when you get deep into this process, things can get ugly and people can be pushy. Find someone you trust. Call their references and ask how they behaved in the toughest moments. Were they kind? If they ever lost their cool, did they hold themselves accountable and own up to it?
3 Resources Your Partner Should Have
The budget for your rebrand will come from you, and sometimes even the manpower. But your brand agency or consultant should have some important resources of their own:
- Time. Yes, a busy agency might mean a successful agency. But in my experience, it also often means lack of time. If your partner has 30 other projects going and says they can “squeeze you in” to make it happen, remain leery. You want someone who can dedicate time and attention to your rebrand. Imagine getting ready to show your board options on Tuesday and your partner agency is like, “We thought you didn’t need those until next month.”
- The kitchen sink. Choose someone who can produce a great brand identity for you, not just the logo but the full set of assets (e.g., brand guidelines, iconography, photo library, etc.). If someone offers you a logo but can’t show it to you on a t-shirt or letterhead, move on.
- Strategy. Please, please, don’t stick your organization with an agency that is going to create a PDF list of all the things you’re doing wrong and not actually help you act on it. You need a partner in this work who isn’t just going to drop you a jpeg logo and a bulleted list and then send you the invoice. Rather you’re going to want someone who can complete a brand audit, marketing strategy, and actual next steps.
Final Thoughts and Strong Opinions
In my experience, a consultant has more time because they can only take on a limited number of projects per year (i.e., they aren’t focusing on 30 things at once). A consultant can also offer more flexibility on cost, since they don’t have a bunch of overhead or employee benefits to worry about.
If you’re looking for a partner who leads with kindness and strategy, look no further: Those are the values Flicker Media was built on. Take a look at our brand offerings, and then let’s have coffee to see if we could be good partners.