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ARTICLE #9
How to choose a branding and digital marketing agency?
Digital Marketing Agency
Branding Agency
Branding Company
Digital Marketing
Digital Marketing Strategy
Digital Marketing Agency
Branding Agency
Branding Company
Digital Marketing
Digital Marketing Strategy
Written by:
3 min read
Updated on: March 6, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Feeling anxious about letting someone else steer your brand? It’s completely normal. Entrusting a digital marketing agency or branding partner can feel like handing over your prized vinyl collection—either they’ll treat it like gold, or they’ll end up scratching your favourites. The right choice can spark new growth and recognition, while a misstep can drain resources and energy.
So how do you sift through the endless options and pinpoint a real ally? Let’s look at a few pragmatic pointers gleaned from genuine industry know-how and experience.
Feeling anxious about letting someone else steer your brand? It’s completely normal. Entrusting a digital marketing agency or branding partner can feel like handing over your prized vinyl collection—either they’ll treat it like gold, or they’ll end up scratching your favourites. The right choice can spark new growth and recognition, while a misstep can drain resources and energy.
So how do you sift through the endless options and pinpoint a real ally? Let’s look at a few pragmatic pointers gleaned from genuine industry know-how and experience.
1. Specify your goals
1. Specify your goals
It all starts with being clear about what you want. More leads? Higher sales? Fresh brand vibes? Try jotting down your key objectives before scouring agency websites. Maybe you need a complete rebrand, or perhaps you just want to create buzz around a new product release. Defining your end goals keeps everyone on the same page, including the agency you eventually choose.
Also, keep your budget in line with what you are aiming for. Many businesses use 7–12% of their revenue as a benchmark for marketing, but it’s not a hard rule. If resources are limited, target the channels and tactics that matter most first. The best branding agencies or digital marketing partners will suggest strategies that fit your financial comfort zone rather than forcing you to overextend.
Identify your target audience
Understanding your audience is the bedrock of any successful marketing approach. Who are you speaking to—teens on TikTok or professionals on LinkedIn? Different age groups and interests may require distinct platforms. For instance, 78% of 18–29-year-olds use Instagram, so if your offering appeals to younger customers, that’s a channel you definitely shouldn’t ignore.
A good agency will help you focus on the right platforms and messages. If you find yourself spending time and money on outlets where your audience barely hangs out, you might as well be talking to an empty room.
Set a budget
Allocating the right amount for your digital marketing strategy can be tricky. The 7–12% guideline is a starting point, not a rule carved in stone. We’ve seen brands scale effectively on smaller budgets by focusing on one or two core marketing channels that suit them best. Keep in mind any specific needs—such as high-volume advertising or advanced brand design—and adjust your budget accordingly.
A quick note on priorities
If you must choose between paid ads or a brand refresh, consider which will produce the best long-term results. Sometimes, a short brand audit can spot easy wins, such as unified design elements or consistent messaging across your platforms. That way, even a modest budget can stretch further.
It all starts with being clear about what you want. More leads? Higher sales? Fresh brand vibes? Try jotting down your key objectives before scouring agency websites. Maybe you need a complete rebrand, or perhaps you just want to create buzz around a new product release. Defining your end goals keeps everyone on the same page, including the agency you eventually choose.
Also, keep your budget in line with what you are aiming for. Many businesses use 7–12% of their revenue as a benchmark for marketing, but it’s not a hard rule. If resources are limited, target the channels and tactics that matter most first. The best branding agencies or digital marketing partners will suggest strategies that fit your financial comfort zone rather than forcing you to overextend.
Identify your target audience
Understanding your audience is the bedrock of any successful marketing approach. Who are you speaking to—teens on TikTok or professionals on LinkedIn? Different age groups and interests may require distinct platforms. For instance, 78% of 18–29-year-olds use Instagram, so if your offering appeals to younger customers, that’s a channel you definitely shouldn’t ignore.
A good agency will help you focus on the right platforms and messages. If you find yourself spending time and money on outlets where your audience barely hangs out, you might as well be talking to an empty room.
Set a budget
Allocating the right amount for your digital marketing strategy can be tricky. The 7–12% guideline is a starting point, not a rule carved in stone. We’ve seen brands scale effectively on smaller budgets by focusing on one or two core marketing channels that suit them best. Keep in mind any specific needs—such as high-volume advertising or advanced brand design—and adjust your budget accordingly.
A quick note on priorities
If you must choose between paid ads or a brand refresh, consider which will produce the best long-term results. Sometimes, a short brand audit can spot easy wins, such as unified design elements or consistent messaging across your platforms. That way, even a modest budget can stretch further.
2. Look for experience and professionalism
Experience alone doesn’t guarantee success, but it’s a strong indicator of an agency’s competence. Reliable digital marketing or branding partners have a track record of strong campaigns in your industry. Request a portfolio or any performance data they can share—this is where authenticity shines through. If they’re comfortable showing past campaigns and discussing real outcomes, they’re more likely to be transparent when working on your brand.
Deep expertise in specific channels
It’s important to confirm that a prospective agency can manage the right mix of channels for your needs. If you are exploring search ads, SEO, or paid social, ask detailed questions and see if they can provide relevant case studies. If you need brand design, find out if they have in-house creatives or a global network of designers. A genuine specialist won’t shy away from explaining tactics or answering your concerns.
Experience alone doesn’t guarantee success, but it’s a strong indicator of an agency’s competence. Reliable digital marketing or branding partners have a track record of strong campaigns in your industry. Request a portfolio or any performance data they can share—this is where authenticity shines through. If they’re comfortable showing past campaigns and discussing real outcomes, they’re more likely to be transparent when working on your brand.
Deep expertise in specific channels
It’s important to confirm that a prospective agency can manage the right mix of channels for your needs. If you are exploring search ads, SEO, or paid social, ask detailed questions and see if they can provide relevant case studies. If you need brand design, find out if they have in-house creatives or a global network of designers. A genuine specialist won’t shy away from explaining tactics or answering your concerns.
3. Analyse their latest projects and results
An agency that openly shares recent projects and measurable outcomes is usually one that trusts its own method. Check whether they’ve worked with brands or markets that resemble yours. If you are in e-commerce, for instance, see how they’ve tackled user experience (UX) and checkout flows before. If you are launching a new service, see how they create compelling brand narratives.
When possible, ask for client references. A short chat with a past client can reveal how well the agency communicated, stayed on budget, and delivered on promises. If the agency offers a customised plan—highlighting exactly how they’ll steer your brand strategy or marketing campaign—take that as a good sign.
An agency that openly shares recent projects and measurable outcomes is usually one that trusts its own method. Check whether they’ve worked with brands or markets that resemble yours. If you are in e-commerce, for instance, see how they’ve tackled user experience (UX) and checkout flows before. If you are launching a new service, see how they create compelling brand narratives.
When possible, ask for client references. A short chat with a past client can reveal how well the agency communicated, stayed on budget, and delivered on promises. If the agency offers a customised plan—highlighting exactly how they’ll steer your brand strategy or marketing campaign—take that as a good sign.
4. The services should match your goals
A first-rate agency can typically handle branding, digital marketing, and strategic planning under one roof. But do they have the specific services you need right now? Some businesses only need rebranding. Others might require an in-depth digital marketing strategy, including paid ads, social media, and content. If brand identity is your main concern, then focus on a branding company that can also support your digital marketing efforts so your look and messaging stay consistent across all channels.
A first-rate agency can typically handle branding, digital marketing, and strategic planning under one roof. But do they have the specific services you need right now? Some businesses only need rebranding. Others might require an in-depth digital marketing strategy, including paid ads, social media, and content. If brand identity is your main concern, then focus on a branding company that can also support your digital marketing efforts so your look and messaging stay consistent across all channels.
5. Transparency in communication
No one wants to send urgent emails into a black hole. A digital marketing agency worth your time should be open, responsive, and proactive. Ask how often they’ll update you on performance metrics and how they handle feedback. Clear reporting intervals—like weekly or monthly updates—help you track what’s working and what needs an adjustment.
At FOR®, for instance, we make a point of scheduling regular check-ins with clients across multiple time zones. Remote collaboration doesn’t have to be a hurdle if the agency is serious about consistent communication.
No one wants to send urgent emails into a black hole. A digital marketing agency worth your time should be open, responsive, and proactive. Ask how often they’ll update you on performance metrics and how they handle feedback. Clear reporting intervals—like weekly or monthly updates—help you track what’s working and what needs an adjustment.
At FOR®, for instance, we make a point of scheduling regular check-ins with clients across multiple time zones. Remote collaboration doesn’t have to be a hurdle if the agency is serious about consistent communication.
6. Ensure the agency is up-to-date
Digital marketing keeps shifting faster than the weather. An agency that stays current, invests in modern tech and proposes strategies that won’t be outdated in a few months is more likely to deliver lasting results. Keep an eye on their willingness to embrace new tactics or consumer trends. If they’re stuck in old routines, you might find yourself shelling out extra later just to catch up.
Digital marketing keeps shifting faster than the weather. An agency that stays current, invests in modern tech and proposes strategies that won’t be outdated in a few months is more likely to deliver lasting results. Keep an eye on their willingness to embrace new tactics or consumer trends. If they’re stuck in old routines, you might find yourself shelling out extra later just to catch up.
Frequently Asked Questions
What if my budget is less than the 7–12% of revenue often recommended for marketing?
That 7–12% figure serves as a helpful reference, but it’s not rigid. Many businesses start below that threshold. A capable branding and digital marketing agency will suggest practical ways to use whatever amount you can invest. The key is focusing on channels and tasks that deliver the best immediate and long-term return.
How involved will I be in the process after I hire an agency?
Most agencies thrive on collaboration. They’ll typically share regular updates and seek your input on core decisions. If you like to stay in the loop, expect frequent calls, emails, or chats. If you’d rather let them do their thing, just let them know—but be prepared for occasional check-ins to keep everything aligned.
What warning signs should I look out for when choosing an agency?
Be on guard for agencies that promise the moon or hide their prices behind smoke and mirrors. Also, steer clear of anyone who seems uninterested in learning about your brand’s quirks and values. Without transparency and genuine curiosity, the partnership may fizzle before you see any results.
Last word
Your choice of digital marketing agency or branding company can reshape your brand’s trajectory. A great agency fine-tunes your look and messaging, boosts your visibility, and helps you stay competitive. When you prioritise shared goals, open communication, and proven expertise, you are more likely to see genuine results. In the best of cases, you’ll gain new perspectives that propel your business forward—sometimes in surprising, exciting ways.
Frequently Asked Questions
What if my budget is less than the 7–12% of revenue often recommended for marketing?
That 7–12% figure serves as a helpful reference, but it’s not rigid. Many businesses start below that threshold. A capable branding and digital marketing agency will suggest practical ways to use whatever amount you can invest. The key is focusing on channels and tasks that deliver the best immediate and long-term return.
How involved will I be in the process after I hire an agency?
Most agencies thrive on collaboration. They’ll typically share regular updates and seek your input on core decisions. If you like to stay in the loop, expect frequent calls, emails, or chats. If you’d rather let them do their thing, just let them know—but be prepared for occasional check-ins to keep everything aligned.
What warning signs should I look out for when choosing an agency?
Be on guard for agencies that promise the moon or hide their prices behind smoke and mirrors. Also, steer clear of anyone who seems uninterested in learning about your brand’s quirks and values. Without transparency and genuine curiosity, the partnership may fizzle before you see any results.
Last word
Your choice of digital marketing agency or branding company can reshape your brand’s trajectory. A great agency fine-tunes your look and messaging, boosts your visibility, and helps you stay competitive. When you prioritise shared goals, open communication, and proven expertise, you are more likely to see genuine results. In the best of cases, you’ll gain new perspectives that propel your business forward—sometimes in surprising, exciting ways.
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Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®