If you’re reading this there’s a fair chance you’re aware of the importance of branding. Maybe you know all about it. Or maybe you've just started dipping your toes in the vast realm of branding and all things related. Whichever the case, if you’re thinking about outsourcing brand work there are a few options for you to choose. Today, I want to talk about two types of agencies that both offer brand strategy and visual identity work. And although they’re both considered ‘agencies’, to the outside world it might be difficult to put a finger on what exactly distinguishes one from the other. On one hand, there are brand (or branding) agencies that often excel within that specific field. On the other hand, there are digital product agencies like Yummygum that offer a wide range of services, specifically digital product-related, yet they can very likely include branding as well. I want to take you through the differences between these two types of agencies, and help you understand in what case you should choose one over the other?
First things first: terminology
First, let's dig a little deeper into terminology. You are, after all, trying to get a better sense of when to hire a brand agency and when to go with a digital product agency. Making sure we’re thinking about the same things as we refer to them helps compare apples to apples.
So, what is a 'brand'? Simply put, your brand is how people think of you and feel about you, it’s their perception. Brand strategy is the strategic plan that is going to help you to consistently guide and shape their perception. ‘Branding’, in turn, is the process of actively shaping that perception. Read this blog post if you’re still unsure whether you need a full rebrand or just a design refresh.
Determine your needs in the short and long term
One of the first things you should ask yourself is what the trajectory of your organization and its ventures looks like in the short term and the long term. In other words, are you looking to just get your brand audited and do some brand strategy and brand identity work, or are you at the core of a product company that has needs that extend way beyond branding? Think: platform enhancements through research, UI/UX design, front-end and/or back-end development etc.. Once you have a clear picture and a roadmap of the kind of work you’d like to have outsourced, then you can make informed decisions as to what kind of agency is right for you.
Brand agency
As the name suggests, a brand agency specializes entirely in everything related to branding. Generally, you can distinguish between brand agencies that focus more on strategic and campaign-oriented approaches, and those that excel in crafting brand identities while incorporating storytelling and positioning. What all brand agencies have in common, though, is their focus on the brand itself and its visual and emotional impact. Often, this is brought to life through examples like mockups of print brand collateral—think letterheads, business cards, and other materials ready for printing. Some brand agencies go a step further by considering the brand’s digital presence. This makes sense since brand touchpoints, like a marketing website, are natural avenues for brand expression, serving not just conversion goals but also positioning, storytelling, and showcasing brand identity.
Occasionally, a brand agency may offer doing full website projects and, in rare cases, even digital products like mobile or web apps. But if they don’t offer these services, you’ll naturally rely on other parties for the digital implementation.
Digital product agency
Similarly, the name “digital product agency” clearly signals where these agencies shine: digital products. Here too, there’s often a division. Some digital product agencies take a broad approach, incorporating brand strategy and identity as the foundation for the digital products they design and develop later in the process. Others focus solely on the design and development of digital products. For the latter group a potential downside is that they may have less experience with brand strategy as a whole, specifically beyond digital channels.
Making the decision
So how do you choose between the two? It all depends on two things:
your short- and long-term needs and
the type of brand or digital product agency.
If you’re completely satisfied with the state your platform is in and don’t anticipate any further development for the next few years, a brand agency might be your best bet. With a strong focus on brand strategy and in most cases even a solid website design (mockup).
However, if your platform has room for improvement — whether it’s in product design or development — you’re probably better off partnering with a digital product agency with proven experience in brand strategy and brand identity work. Why? Because a digital product agency will approach the branding process with an eye on how those brand and visual identity decisions could impact any digital product like your marketing website and platform.
As you’ve seen, the biggest difference between brand agencies and digital product agencies is regarding their focus. While expertise and services vary across agencies, the common thread is that brand agencies excel in brand strategy and identity. Plus they can apply it to both offline and print brand collateral, and sometimes digital collateral. Digital product agencies that offer a comprehensive brand strategy process, on the other hand, will excel in applying brand identity to digital products, though they may have less expertise in offline and print branding. Need help refining your brand strategy, elevating your platform, and ensuring everything feels cohesive? Reach out—we’d love to help.
