Agency Brand Positioning

Agencies are their own worst client. For some reason its hard to look in the mirror and practice what you preach. Tim Williams of Ignition Group had similar thoughts in 2005 (pdf):

“Smart agencies remind their clients that all emphasis is no emphasis. The same is true for the way agencies position and market themselves.” 

“Agencies don’t define their brand as much as they discover it. It’s there, deep inside the agency soul, in the form of natural strengths and core competencies.”

“What agency doesn’t promise ’strategic thinking, creative solutions and results’?”

Agencies solve for their clients everyday… Why is it so hard for an agency to communicate for itself? I see a couple problem / solution pairs that get in the way:

too many cooks (or one mighty chef) trying their own recipe. solution: get an outside point of view.

too many promises in your positioning statement. solution: pair it down - how do your clients define you, what work defines you, what work do you want to define you in the future?

too much work on your plate. solution: prioritize, make shaping and positioning yourself a priority. the position must be part of your case studies, your process, and your roadmap.

And a couple unique situations to consider:
the start up:
it might take a few months of planning before you kick open the doors… this could eat up investment dollars. but, you believe in what you’re selling. why not do it yourselves?

the fast growing agency:
you’re making lots of money, who needs brand positioning when you continue to win business? stop and think about your people and reputation - you want employees with passion for what you do, not a production factory. what will define your company in the future?

the talented agency (soon-to-be-fast growing):
you have a rich culture and talent. its your duty to clearly define yourself at this point. trim the work that doesn’t define you and go after the work that will define you. Be picky, because you might not be a good fit for your client… and your client might not be a good fit for you.

The end result is a strong position that reflects your strengths, provides solid relationships, and fuels a passionate team with sustainable energy.