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Specialised Sourcing Without Branding is Pointless!

Posted on Wed, Mar 19, 2014

In the land of recruitment, branding is something which is still very much discussed and not so much actioned. There are loads of common themes when it comes to why…the majority of agencies being sales-led, it’s expensive, it needs regular maintenance and upkeep, and the benefits of branding aren’t fully understood or appreciated.

And that just so isn’t cool, because the benefits that branding can bring to your business are bloody brilliant (although I’ll admit that much alliteration may be overkill…). Here are my top reasons why you should consider some serious branding for your agency:

1. How else are you going to stand out from your competitors?

Specialised sourcing without branding is pointlessA strong brand is what will differentiate you from a sea of boring competitors in your niche sector. It makes you more memorable to candidates and clients, which inspires trust through increased credibility. Your brand is much more than just a company logo or name, it is an actual representation of how people perceive your agency. And as first impressions are usually decided by gut feel, your brand is something which you need potential clients and candidates to buy into.

2. Attract better employees

Not only will a strong brand help to attract new candidates and clients, but it’s likely to be an attraction for prospective employees too. Good branding is associated with an established company, job security and an increased likelihood that they will have heard of your agency before they apply for the job. Which, assuming what they’ve heard is good, will definitely work in your favour. And for your current employees, creating a brand that they’re proud to work for is great for motivation and direction.

3. Generate more referrals

Branding creates a value that can by far exceed the physical value of your service, as clients will pay more for a strong, well-known brand. Think about it, if you had the choice of two flash cars – an Aston Martin or a totally unheard of car with the same price tag, which would you be more likely to choose? I know I’d go for the Aston Martin…why? Because I know and trust the brand, and would feel safer going with them than someone I’d never heard of. And you can bet that there’s a whole heap of candidates out there who feel the same.

People TalkingLong short of it, people love brands! They wear them, eat them, drink them and, most importantly, talk about them! So if you want people to find out about you, creating a brand is a good way to go about it. A brand it what creates a buzz, and a buzz is what gets you heard of and noticed. Think about it, would you be likely to recommend your new shoes to a friend is you couldn’t remember the brand? “They’re great! They’re silver and shiny and comfy, and I love them. Go buy a pair!”…You’d sound like a plonker! People need to know who they are before they care about what they are, and it’s the same with your agency.

4. It’s essential for growth

A brand is what brings together all the different areas of growth in your agency. It makes every part of your business collective and is transferable, meaning that every time you get a new opportunity for growth you have a platform already in place to build from. For example, if your agency won investment to branch off into another sector, would you be starting from scratch or can your brand be carried across to get you up and running in the quickest possible time? Not only is this good practise, but it’s appealing to investors and will save you tonnes of time.

So how can I get started?

If you’re reading this and nodding your head (yay!) but know that you’ll be starting from scratch with your branding, then fear not. Remember that the best branding is built on a strong idea, not on fantasy. So if you already have goals laid out in-house for your company, it’s more about finding ways to spread these externally than to re-invent yourself. Find a brand that not only appeals to your target market, but that you and your agency can hold true to and deliver upon.

If you look at the most successful businesses in the world and what they have in common, it’s most likely you’ll find that they have established themselves as a leader in a particular industry by building a strong brand.

By Kara Shorthouse

Credit: Image from Stuart Miles via freedigitalphotos.net
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Tags: Marketing, Branding

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