What do branding agencies do?

What does a branding agency do?

A branding agency helps businesses develop and establish their identity. They create a cohesive brand personality that resonates with a target audience and accurately presents their products.

We’ll explore the services branding agencies offer, the benefits of hiring one, how to choose, and why Anthem Branding might be the solution to your branding needs.

Brand fundamentals

When starting a new business, you might not understand where you exist in the market. Branding agencies can help you figure out the unknowns and provide a high-level perspective on your business.

Branding firms research your market, perform competitor analysis, and identify market opportunities. They define your brand’s values, mission, positioning, and differentiators. They align future branding efforts with your business strategy and target customers.

Visual asset creation and design

Visual identity is what people most associate with branding. Visual branding encompasses the design elements that make a brand recognizable. Branding agencies research and create visual elements and produce a visual style guide that maintains brand identity. 

Graphic designers at a branding agency create:

• Logo designs and variations 
• Typography and font pairings
• Iconography and graphic elements
• Photography style guidelines and image treatments
• Color palettes and color schemes with specifications
• Visual representation standards and usage rules
• Visual assets templates for business cards, advertisements, and other elements

Brand voice and messaging

Branding agencies develop brand voice, tone, and core messaging. Agencies create clear communication that addresses customer pain points and highlights your value proposition. A messaging strategy helps your brand speak to your audience while differentiating itself from competitors.

Messaging experts develop:

• Core messaging platforms and key messages
• Communication style guides
• Taglines and catchy slogans
• Brand story and narrative development
• Brand voice and tone guidelines
• Compelling content templates and examples
• Messaging hierarchy and priority frameworks
• Brand personality traits and characteristics

Brand guidelines and style guide creation

Brands with multiple semi-independent divisions, brands that have worked with multiple contractors, or brands doing their own branding without a dedicated professional often end up with scattered or duplicate messaging and visual assets. Branding agencies can catalog a company’s existing material to produce a singular set of brand guidelines.

Brand guidelines are references for internal teams, external agencies, and vendors. They prevent brand dilution and maintain professional standards across all touch points.

Brand guidelines deliverables include:

• Color palette specifications (RGB, CMYK, Pantone)
• Style guide documentation
• Logo usage rules and restrictions
• Marketing collateral templates and examples
• Brand application examples across media
• Typography guidelines and font licensing
• Photography and imagery standards
• Guidelines for design implementation and maintenance

Packaging and physical touch points

For product-based businesses, packaging design often determines whether or not customers choose your product. Branding companies create packaging that stands out on shelves and communicates your brand and quality.

Packaging design and physical touch points include:

• Marketing materials such as brochures and flyers
• Business card design and stationery systems
• Signage and environmental graphics
• Product packaging design and prototypes
• Label design and product information layout
• Retail packaging and point-of-sale materials
• Trade show booth design and materials
• Promotional product concepts and designs

Web presence

Branding agencies understand that your website is often your first brand impression. They optimize websites, social media, and digital assets to harmonize your brand identity across platforms.

Some agencies also handle marketing efforts to maintain greater cohesion, while others hand off deliverables to your marketing team. Either way, the goal is to keep advertising campaigns targeted, cohesive, and on brand.

Digital presence deliverables include:

• Online presence audit and optimization plans
• Content creation guidelines for digital platforms
• Email marketing template designs
• Social media strategies and content calendars
• Website design and user experience optimization
• Social media profile setups and branding
• Digital assets, libraries, and templates
• Digital marketing and content marketing materials

Are branding agencies worth it?

Many companies are too small to justify an in-house team, but that’s not the only advantage of hiring a branding agency. Here’s why business owners of all company sizes take the agency route:

• Specialized expertise: Access to teams of experts with extensive experience across industries and deep knowledge of effective branding principles
• Fresh perspective: Objective viewpoints from external agencies that identify blind spots and opportunities internal teams might miss
• Comprehensive strategy: Holistic approach to branding that integrates branding strategy, marketing strategy, and business strategy
• Efficiency and focus: Professional execution that frees your team to concentrate on core business while specialists manage the creative process
• Competitive advantage: Market differentiation strategies that help you stand out in crowded markets and connect with potential customers
• Proven results: Track record of building successful brands that achieve measurable business outcomes

Agencies live and die by their results. They understand that continued work requires quantifiable value add.

How do I choose a brand agency?

Most branding agencies are industry-specific or specialized. The following steps will help you navigate the selection process and find a branding agency that aligns with your vision:

1. Define your needs and goals: Identify whether you need a brand overhaul, specific services, like packaging design, or ongoing brand development.
2. Research branding expertise and specialization: Look for agencies with experience in your industry or similar branding projects.
3. Review their creative process and portfolio: Examine their work quality and assess whether their visual design style matches your vision.
4. Evaluate their strategic approach: Ask about their process for strategy development and how they align branding with business objectives.
5. Assess team dynamics: Meet the creative team and strategists who will work on your project to check chemistry and communication.
6. Compare value and investment: Consider long-term value rather than just upfront costs, as effective branding delivers ongoing returns.

You can also skip this process and give us a shot. Anthem Branding offers a suite of branding services and a portfolio of work spanning all kinds of industries.

Contact Us

What branding services does Anthem offer?

Anthem Branding is committed to purposeful branding and lasting connections through high-quality custom merchandise. We combine strategic thinking with creative excellence to make your brand stand out and tell a compelling brand story.

Our suite of branding services includes:

• Brand audit: Comprehensive brand audit services that evaluate your brand performance, identify inconsistencies, and recommend strategic improvements
• Brand development: Complete branding services that establish fundamental elements of your brand strategy, positioning, and personality
• Brand identity design: Creation of cohesive brand identity systems, including logo design services, color palettes, typography, and visual language
• Logo design: Conceptualization, refinement, and production of logos and related visual assets across formats
• Rebranding services: Strategic solutions for companies evolving their market position, updating outdated identities, or addressing unexpected challenges
• Merchandise design: Custom merchandise design services that extend your brand to promotional products and branded apparel
• Packaging design: Specialized packaging design for consumer products, including product label design and retail packaging that stands out on shelves
• Trade show solutions: Complete trade show presence development, including booth design, promotional products, and event-specific branding
• Ongoing brand management: Regular brand health assessments, evolution strategies, and consultation to keep your brand aligned with your audience

Why work with Anthem Branding?

Our unwavering commitment to strategic rigor and creative excellence sets us apart from typical branding agencies. Anthem Branding combines strategic insight with creative excellence to deliver powerful branding that resonates with audiences and drives results.

Here’s why you should let us handle your branding:

• Strategic depth: We go beyond aesthetics to develop branding strategies rooted in market research and strategic thinking.
• Creative excellence: Enjoy award-winning designs that capture attention in crowded markets.
• Comprehensive expertise: We offer full-spectrum capabilities from strategy to execution across physical and digital branding
• Cultural insight: Our understanding of cultural context and youth culture helps us build authentic bonds with your audience.
• Proven results: We’ve got a long list of happy clients to show you.

Contact Anthem today to discuss your branding needs and learn how we can deliver.

Schedule a Consultation

Branding agency FAQ

What is the difference between a marketing agency and a branding agency?

Marketing agencies promote products through advertising campaigns, social media marketing, and lead generation tactics. Branding agencies develop core identity, visual design, messaging, and brand strategy. Marketing efforts drive immediate sales, while branding services build long-term recognition and customer loyalty through consistent brand identity.

How much do branding agencies charge?

Branding services costs depend on project scope and agency, typically ranging from $5,000 for basic identity work to $50,000+ for comprehensive projects. Business branding companies often offer packages based on company size and specific needs. Consider whether you need full-service solutions or specific deliverables when budgeting for professional branding.

How long do branding projects take?

Most branding strategy projects require 2 – 6 months for completion. Comprehensive brand development with extensive research might take 3 – 6 months, while focused projects, like visual identity updates, can finish in 4 – 8 weeks. The timeline depends on project complexity and client expectations.

What’s the difference between rebranding and brand refresh?

Rebranding completely reimagines your company’s identity, often changing everything from messaging to visual elements. A brand refresh updates visual design elements while maintaining core branding elements. Companies refresh when their identity feels outdated but holds significant customer equity.

How do branding companies measure success?

Success metrics include quantitative and qualitative measures, including:

• Increased awareness
• Engagement rates
• Conversion improvements
• Emotional connection
• Customer loyalty

Branding firms establish success metrics upfront and conduct research to track brand recognition and message resonance.

What information should I share with branding experts?

Share your business plan, mission statement, current marketing materials, competitor information, and target market insights. Branding agencies also need details about your products/​services, customer pain points, and long-term goals. Include examples of brands you admire to help the creative team understand your preferences.

Should small businesses invest in professional branding?

Professional branding helps small businesses compete against larger companies. While the investment may seem substantial, effective branding often leads to business growth by clarifying unique value propositions. Branding services companies usually offer scalable solutions for smaller budgets that make branding affordable for businesses of all sizes.

How does branding differ for product versus service companies?

Product-based branding emphasizes packaging design and visual representation that creates shelf impact, while service-based branding strategy focuses on building trust through customer experiences and brand voice. Both require strong core messaging, but service branding typically emphasizes relationship-building through customer interactions.