It’s the never ending question – why do clients choose one agency over another?

creative firm brandingAlmost every agency I visit says the same thing, “We’re a great agency, lots of case studies with proven results, great creative, top talent, and outstanding client service.” And they wonder why new business isn’t flowing in the door.

This is a great question. After all, who wouldn’t want to hire the most experienced, most creative, most talented, most fun agency?

The problem isn’t you. It’s your prospects. Every agency says the same thing and prospects have tuned it all out. All the great platitudes about being “great at…” just disappear into the everyday noise. It’s just another case of it’s all about “Me Me ME!”

There are a few, fast growing, agencies that do something different: They offer a point of view from the client perspective. They project a brand that resonates with what a narrow niche of clients are looking for. They’re focused on their prospect’s needs and priorities. They’ve created a brand positioning that is targeted, and they speak the same language as their prospects. Winning agencies have turned the tables on positioning – they’re not talking about themselves. They’re talking about their prospects problems.

Create an agency brand that is different from all the other agencies. A clear, concise and focused brand will be attractive to a narrow group of prospects. Focus your marketing efforts on your prospect’s priorities, not your capabilities.

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Our consulting insights have helped many marketing firms discover, develop and deliver their brand. Ensuring you have a strong position in the market is a prominent component of our series of new business programs specifically designed for marketing communications firms.


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