The communication arena is more crowded than ever and branding is becoming a pressing necessity for all kinds of companies. Finding a branding partner, though, is not an easy task. As a boutique branding agency, we have often been met with doubts about size. Here is what we think.
What can a boutique branding agency do for you?
The world of branding can sometimes feel complicated for companies. While communication and marketing are easily identified with a set of deliverables (e.g. an ad or a website), branding is sometimes more elusive: what should you expect when going through a branding/rebranding? What is its scale and how much effort should go into it?
These questions are not trivial, because they directly impact the kind of branding partner a company will choose: it could be a very large branding studio, a full-service communication agency or a boutique branding agency.
For starters, what is a boutique branding agency?
A boutique branding agency is not simply a small agency: while a small agency might be on a path to become larger, boutique ones stay small on purpose, to safeguard focus and quality. This is not an easy choice when every business seems to be measured by the question “But will it scale?”.
Of course, while a boutique branding agency gets easily recognized for quality, doubts can sometimes arise about its size: what can it actually manage? How big a brand can it work for?
A boutique branding agency is a smaller agency that is highly specialized and works on a limited number of clients
What branding is all about
In order to know what a boutique branding agency can do, we should start by focusing on what branding demands. Most people associate branding with the visual identity: the logo, the colors, the graphic devices and a long list of templates. This, while vital, is just a part of the work. Branding is a quest towards differentiation and memorability. It starts from a point of view and a narrative, and it then develops in many ways, the visual one being usually the most recognized. A large part of the branding work is conceptual.
The size of the agency thus does not make this big a difference.
Understanding the work: volume in bursts vs. consistency over time
Communication needs big volumes in short bursts: when it comes down to producing ad variations, shooting expensive commercials or planning elaborate targeted campaigns, the size of the agency really makes a difference. You need a good amount of man-hours to get everything out and running in time. This implies that companies should pick a comms partner that matches their size (and they usually do).
Branding, though, is a different thing. When positioning a brand and creating its narrative, it’s not about volume. It’s about focus and consistency over time. Not bursts, but a steady flow. This is where a boutique branding agency can deliver best: its small size and limited clients list allows it to focus properly on the project at hand.
It also tends to commit strongly to clients over time, which ensures a kind of consistency that is sometimes harder to get from larger orgs. This makes it possible for boutique branding agencies to work with medium to large brands, as they can bring a very fresh point of view to the early, decisive stages of the branding process.
Get our perspective on the latest trends.
Subscribe to SUMO, our monthly newsletter.
What a boutique branding agency can deliver
In terms of “deliverables”, an in-depth branding process requires a series of steps. Many of these are internal documents which won’t be seen by the public, but will help the company make the right choices and stick to them for months and years. Here’s what you can expect from a boutique branding agency.
- MARKET AND COMPETITOR BENCHMARK a preliminary review of the competitive context. Quintessential for avoiding overlappings and drawing inspiration.
- BRANDING STRATEGY one of the main elements of branding is having a vision for the brand. The branding strategy document might be the most valuable asset a branding agency can deliver and it shouldn’t be rushed.
- POSITIONING AND PAYOFF the definition of where a brand stands in the market and its first verbal synthesis (that consumers will actually read).
- BRANDING ARCHITECTURE establishes relations between all products and services within a brand. As the name implies, it should be set up early on in the life of a brand.
- VISUAL IDENTITY / BRAND GUIDELINES the bible that will make the brand visually recognizable by defining its palette, typography, graphic and photographic elements.
- TONE OF VOICE DOCUMENT a practical guide to write text when speaking as the brand. Makes the company more independent in creating content.
Sublimio and the fluid model
While a boutique branding agency can easily manage all the demands of the branding process, more energies and competencies are often needed when moving to the production stage. In real life branding and production are not always separated, so this can be a limitation for smaller agencies. This is why Sublimio has been experimenting with a form of fluid agency: the boutique core (which holds all the skills of strategy and creative direction) can be expanded according to necessity by activating a network of professionals.
This allows us to adapt to different-sized projects, while maintaining the kind of focus and dedication that defines a boutique agency.
A boutique branding agency can – despite its name – be a reliable interlocutor for brands of different sizes, offering all the services needed for a branding project. Working with a boutique agency is quite a unique experience, in which both the agency and the client are more committed and focused on a transformative path.
Which, in the end, is what branding is all about.
What is Brand Awareness and Why Should You Care?
What is brand awareness? The word is sure thrown around a lot, but what does it really mean, why can it be so valuable for your business, and how do you grow it?
READ MORECan You Turn a Business Around With Branding?
65% of businesses fail within 10 years, proof that it’s not easy to turn a business around. Could branding be an untapped resource to traverse treacherous waters?
READ MOREWhat’s Included in a Brand Identity Package?
As you set up your brand or refresh an existing one, the brand identity package is a crucial part of the work. But do you really know what you are expected to find inside?
READ MOREHow to Nail Your Brand’s About Us Page
The humble About Us page is sometimes overlooked in favor of the flashy homepage. But this corner of the website is far from useless. Here’s how you can make it work.
READ MOREWhat the Best Branding Agencies Do Right
What do the best branding agencies have in common? Not necessarily their style or approach, of course, but a set of values that delivers outstanding work.
READ MORE6 Luxury Branding Dos and Don’ts
Luxury branding is – in a sense – a league of its own, with its own dos and don’ts. The luxury audience has very precise expectations, and you’d better not break them.
READ MORECan you expand a small business with branding?
If you are looking to expand a small business, you have several ways to do that. Maybe you haven’t been thinking about branding, though. We explain why it might actually help your efforts.
READ MOREIs brand purpose really so important?
Everybody seems to be talking about brand purpose today. But while the keyword might be fashionable, businesses need to think hard about what it really means for them.
READ MOREThe importance of brand characters as part of brand identity
Have you ever considered the idea of tying your brand identity to a fictional character? It might sound like an obsolete choice, but numbers might just change your mind.
READ MOREWhere to start to build your personal branding
Turning yourself into a brand scares most people, especially because it’s hard to figure out how to differentiate oneself. And yet the answer might be easier than you think.
READ MOREHow to set your communication strategy if you have a “boring” brand
Not all brands are Nike or Burger King. But this doesn’t mean you should just put up with being “boring”. Just the opposite: it’s always possible to be interesting, as long as you have the right communication strategy.
READ MOREWhat brands should learn from gaming culture
Once considered a niche phenomenon, gaming is today the driving force in the world of entertainment, but most of all a culture that unites billions of people. And one that brands should watch carefully.
READ MOREIs your brand truly ready for the Italian market?
If you are thinking of expanding your business to the Italian market, make sure your brand can match the expectations and mindset of the locals.
READ MOREThe brand touchpoints your strategy shouldn’t overlook
The experience a client has of a brand is the result of many concurring elements. We often focus on only some of these, missing some precious opportunities.
READ MOREWhat makes a good brand story
Storytelling. Easier said than done. What does it mean for a brand to “have a good story”? And how do you build one?
READ MOREBranding across cultures: how to make it work (a true story)
As we get used to global brands, we tend to overlook the challenges of bringing a brand to a different culture from its own. Here are some pitfalls and solutions.
READ MOREHow relevant is nationality for a global brand?
In a global market, the national roots of a brand can add value. As long as you can leverage them in the right way.
READ MOREYour brand won’t work without a company culture
Companies are not black boxes, but entities that the world can see. What happens inside them contributes to defining their brand.
READ MOREHow to get a brand naming right and survive
Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.
READ MOREHow to think about content strategy for a luxury audience
Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.
READ MOREHow do you create a luxury brand today?
As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.
READ MOREStrategy for jewelry brands: do you know your audience?
Jewelry customers differ wildly. Knowing who is going to buy your jewels makes all the difference for structuring your brand.
READ MOREHow do you design a luxury logo?
Entering the luxury market is not an easy feat to accomplish for a brand. Attempting it with the wrong logo can be an utter disaster.
READ MOREDo fashion brands really need copywriting?
Fashion brands are traditionally very scrupulous about visuals in their communication. Does this leave out words?
READ MOREHow to choose the best branding agency for your project
Creating a brand is such a sensitive matter, you will want to make sure you pick the right partner for the job. Here’s what to look for.
READ MOREHow to define a brand tone of voice you will actually use
Tone of voice is essential for your brand identity, but will you ever use that nice document or will it just sit somewhere on your hard disk?
READ MOREHow we created a boutique branding agency
Sublimio’s founder Matteo Modica shares his experience in starting and developing a boutique branding agency over the years.
READ MORECan small business really avoid developing a brand strategy?
For smaller brands it might be tempting to skip strategy and just get a bloody logo. But cutting corners might backfire.
READ MOREDo you have a brand strategy? A checklist
Before you start spreading your brand, make sure you have set a clear brand strategy, with this practical checklist.
READ MOREDo you need a logo design? 11 tips to write the brief
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MORENew logo vs. logo restyling: what is the best choice for a brand?
Like a custom-made suit, even a logo ages. And here the doubt often arises: change it completely or opt for a restyling?
READ MOREThe basic reasons why your brand is not working
When a brand doesn’t work every communication initiative is accompanied by enormous efforts. Here are some possible causes (and solutions).
READ MOREShould luxury brands leave social networks?
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MOREWhen a professional designer works for free
Are there situations in which it is legitimate, permitted or simply reasonable to adapt one’s professionalism to the context?
READ MOREFive things I learned about creative work in 2018
Why are all fashion logos in the world becoming the same?
Why fashion logos suddenly became identical? In my opinion, it’s not because of designers’ laziness.
READ MOREWill digital flatten the world of luxury?
Unique fashion branding now loves stories
Something is happening, in the fashion world and specifically in the fashion brand communication: from image, fashion is becoming a story.
READ MOREBeware: you’re already doing personal branding (even if you don’t do anything)
Some of us believe in it, others despise it. But all of us are doing personal branding, constantly. We just don’t realize it.
READ MOREThe brand and the founder’s effect
Is it obvious that a brand should reflect the nature of the founder? The answer is blurred and comes from my personal experience.
READ MOREYou read what we think.
Now see what we can do.