How using multiple agencies can impact consistency

4th July 2018

With so many agencies out there offering so many different services, it can be tempting for a business to look at cost alone and end up using a variety of agencies to serve its marketing and PR purposes.

With so many agencies out there offering so many different services, it can be tempting for a business to look at cost alone and end up using a variety of agencies to serve its marketing and PR purposes.Some businesses might start out with a strategic agency for their branding process, but then take the design elements elsewhere and end up with several different agencies working on different parts of the business, from advertising to PR and marketing, all of which are using some element of branding.

The opportunity for brand errors

This is where problems can occur. The more people who are using the brand assets, the more room there is for error and mistakes to occur. Using different agencies, for example, one to run PR campaigns and one to run advertising campaigns, can result in brand inconsistencies.

Unless the business has someone full-time to oversee all of the agencies and to police what they are doing, it can become very easy for the logo positioning to get moved, the fonts to be changed or the tone of voice to become altered in the copy.

Any of these things can then dilute the brand and reduce the impact it has for potential customers. While it may be cheaper, in the long run using lots of different agencies could end up costing your brand dearly.

Having a lead brand agency

In many cases businesses rely on agencies because they don’t have an in-house team, in which case there might be no-one within the business who is in a position to review and police the agency work being carried out.

For this type of business a lead brand agency could be the answer. While employing several different agencies, the company needs to appoint one of them as the lead agency – a brand guardian – who has the complete overview of what is being carried out by all of the other agencies.

If a brand really can’t just stay with one strong branding agency, then the lead agency model is a must. After all, if a business is investing heavily in a new brand then the last thing they want to see is it appearing inconsistently across the market.

Unfortunately, it might be quite tricky to find an agency who is willing, or has the time to spend reviewing and policing the work being carried out by other agencies and there is the potential for conflict to arise, causing even more headaches for the business involved.

Work with a brand partner agency

The better option for improved consistency and an easier relationship all round, is to look for a branding agency which can work as a brand partner for the business. This is an agency which offers all of the services required under one roof.

A branding partner agency will work with the client for all projects from design through to implementation, and if any work needs to be outsourced due to specialist knowledge or skills, the agency will take care of it and manage the relationship.

In this way, the business only has to deal with one agency and can rest assured that all of their branding work is being carried out in line with all of their guidelines, creating a strong brand identity.

Whether customers see a print ad, a leaflet, an online video or a website, it should all be instantly recognisable as the same brand due to a consistent brand approach.

At Frost Creative we work as a brand partner – we are there for our clients for every single step, from strategy through to design and implementation. We know how hard companies invest in their brand so we want to make sure it all works effectively.