Brand Science 101

Every day in my work helping grow digital agencies and Fortune 500 brands, I hear countless companies struggle with how to discuss, interact with, and grow their client’s brand, leaving dollars on the table and creating problems along the way. The agency owner offers their perspective, shares why branding is important, but usually lacks the conversational skills to navigate the need. And as a result, it’s not just the client that suffers. Sure, their brand doesn’t grow, but the agency doesn’t either.

The Typical Logo Scenario

One of the top problems I hear from agency owners is how to address branding in their scope of services or even how to bring it up. Usually, clients are coming to them with little to no investment in their branding, and the branding discussion usually doesn’t happen until after the project is signed. They don’t have the words to justify what they’re saying to the client or even to point out the “why” behind the “what.

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