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ARTICLE #9
How to choose a branding and digital marketing agency?
Written by:
5 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 be nerve-racking—some treat your vinyl collection as gold, while others end up scratching your favourites. The right choice can spark new growth and recognition, while a misstep can drain resources and energy. Competition is fierce, and every misaligned marketing push or inconsistent branding effort can slow your momentum.
So how do you sift through the endless options and pinpoint a real ally? That’s the question we will explore. Let’s talk about setting goals, checking agency portfolios, and keeping communication clear. The aim is to help you push past the hype and find a partner who appreciates your brand’s quirks and knows how to help it flourish.
Feeling anxious about letting someone else steer your brand? It’s completely normal. Entrusting a digital marketing agency or branding partner can be nerve-racking—some treat your vinyl collection as gold, while others end up scratching your favourites. The right choice can spark new growth and recognition, while a misstep can drain resources and energy. Competition is fierce, and every misaligned marketing push or inconsistent branding effort can slow your momentum.
So how do you sift through the endless options and pinpoint a real ally? That’s the question we will explore. Let’s talk about setting goals, checking agency portfolios, and keeping communication clear. The aim is to help you push past the hype and find a partner who appreciates your brand’s quirks and knows how to help it flourish.
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
Setting aside the right funds for a digital marketing plan can feel like tightrope-walking. Although 7–12% of revenue is often cited as a decent guide, it’s hardly set in concrete. Some brands pull off great results on slimmer budgets by focusing on core channels that truly serve their goals. Remember to factor in extras, like heavy ad campaigns or specialised brand design, then adapt your spending. The real objective is a flexible approach that invests where it matters. Keep fine-tuning as you learn what drives growth and keeps progress going.
A quick note on priorities
When forced to pick between a paid ad push and a brand makeover, think about which will pay off most in the long run. A brief brand audit can reveal straightforward wins, like consistent visuals or unified messaging, giving you more mileage from every pound spent. If you’re working with limited resources, tidy up those basic elements first. That small step can multiply the impact of future campaigns and keep your overall image sharp. It’s all about directing funds where they’ll make the strongest impression and boost your brand’s standing.
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
Setting aside the right funds for a digital marketing plan can feel like tightrope-walking. Although 7–12% of revenue is often cited as a decent guide, it’s hardly set in concrete. Some brands pull off great results on slimmer budgets by focusing on core channels that truly serve their goals. Remember to factor in extras, like heavy ad campaigns or specialised brand design, then adapt your spending. The real objective is a flexible approach that invests where it matters. Keep fine-tuning as you learn what drives growth and keeps progress going.
A quick note on priorities
When forced to pick between a paid ad push and a brand makeover, think about which will pay off most in the long run. A brief brand audit can reveal straightforward wins, like consistent visuals or unified messaging, giving you more mileage from every pound spent. If you’re working with limited resources, tidy up those basic elements first. That small step can multiply the impact of future campaigns and keep your overall image sharp. It’s all about directing funds where they’ll make the strongest impression and boost your brand’s standing.
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. They should also talk about performance metrics, potential budgets, and the timeframe for achieving goals rather than burying details in vague terms.
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. They should also talk about performance metrics, potential budgets, and the timeframe for achieving goals rather than burying details in vague terms.
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. 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.
Look for an agency that shows a cohesive approach across design, copywriting, analytics, and campaign management. If they invest in well-rounded talent, you’ll likely see consistent results across your brand ecosystem. Having a single point of contact for these services can streamline communication. Plus, consider whether they’re prepared to pivot if your goals evolve.
A first-rate agency can typically handle branding, digital marketing, and strategic planning under one roof. 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.
Look for an agency that shows a cohesive approach across design, copywriting, analytics, and campaign management. If they invest in well-rounded talent, you’ll likely see consistent results across your brand ecosystem. Having a single point of contact for these services can streamline communication. Plus, consider whether they’re prepared to pivot if your goals evolve.
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. Some agencies even provide dashboards so you can see results as they unfold.
At FOR®, for instance, we schedule regular check-ins with clients across multiple time zones. Remote collaboration doesn’t have to be a headache if the agency commits to open dialogue. Plus, transparency builds trust: when everyone knows what’s happening and why, it’s easier to fine-tune your approach.
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. Some agencies even provide dashboards so you can see results as they unfold.
At FOR®, for instance, we schedule regular check-ins with clients across multiple time zones. Remote collaboration doesn’t have to be a headache if the agency commits to open dialogue. Plus, transparency builds trust: when everyone knows what’s happening and why, it’s easier to fine-tune your approach.
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.
Ask how often they upskill or attend relevant conferences, and whether they run pilot campaigns to test emerging trends. A forward-thinking team should also keep tabs on data privacy regulations and adapt your campaigns accordingly. They may also invest in collaborative tools or advanced analytics, ensuring your brand remains competitive.
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.
Ask how often they upskill or attend relevant conferences, and whether they run pilot campaigns to test emerging trends. A forward-thinking team should also keep tabs on data privacy regulations and adapt your campaigns accordingly. They may also invest in collaborative tools or advanced analytics, ensuring your brand remains competitive.
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.
Conclusion
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 visibility, and keeps you competitive. When you prioritise shared goals, open communication, and proven expertise, the results can be deeply rewarding. It goes beyond quick wins, focusing on a long-term partnership that supports continuous growth.
Solid collaboration brings an outsider’s viewpoint to your brand’s quirks, revealing angles you might have overlooked. This perspective can spark valuable insights, whether you’re rolling out a new campaign or fine-tuning your brand identity. By choosing thoughtfully, you pave the way for lasting success. And if things click just right, you might even find a creative ally who keeps your ideas thriving for years.
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.
Conclusion
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 visibility, and keeps you competitive. When you prioritise shared goals, open communication, and proven expertise, the results can be deeply rewarding. It goes beyond quick wins, focusing on a long-term partnership that supports continuous growth.
Solid collaboration brings an outsider’s viewpoint to your brand’s quirks, revealing angles you might have overlooked. This perspective can spark valuable insights, whether you’re rolling out a new campaign or fine-tuning your brand identity. By choosing thoughtfully, you pave the way for lasting success. And if things click just right, you might even find a creative ally who keeps your ideas thriving for years.
Work with us
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- FOR® Brand. FOR® Future.
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info@for.fi
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ny@for.co
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mia@for.co
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Dubai, UAE
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Kyiv, UA
kyiv@for.co
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Lagos, NG
lagos@for.ng
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®