If you’re running an SME and you need a new brand, brand refresh, new web design or ad campaign, you’ve come to the right place.
Give us a call. Send the brief. Bob’s your Uncle.
That’s how you choose the right design agency.
The end.
Only joking. We wouldn’t be that cocky – well, we would, given half the chance, but let’s get on with the post shall we.
Draw up your long list of creative agencies
Don’t jump at the first agency that happens to knock on your door. They may be ‘the one’, but unless you’ve fallen hopelessly, arse over tit in love, or they’ve got some compromising snaps of you at the office Christmas party, it’s worth playing the field first.
So, step one, get Googling – design agency Brighton / creative agency Brighton / web design agency Brighton / advertising agency Brighton…
There’s loads to choose from. Everything on the spectrum, from brilliant to downright shonky. Have a proper trawl through their websites; you’ll soon get a feel for who’s on the level and who’s selling snake oil.
There’s two key things you’re looking for:
• How they come across. Do they sound like the sort of people you’ll get on with? Are they up themselves or down to earth? Does it sound like they know what they’re talking about? Would they give a damn about your business?
• What their work’s like. Have a nosy around their portfolio page. Also, get a feel for how they sell themselves. Is their pitch engaging and persuasive? It had better be, ‘cos if they can’t pitch themselves, how’re they going to do it for you?
But don’t end your quest online. Ask friends and colleagues who they know, and if there’s anyone they’d recommend. And have a look at trusted agency directories, like DesignRush.
Aim for a chunky, long list of around 8-10 design agencies. Now put it to one side.
Whittle your list down
Having given yourself some breathing space, fire up those design agency websites again. What’s your gut reaction? Like it? Keep it. Not so sure? Ditch it. Be brutal. Get your list down to three or four solid contenders.
Now the real work begins
“I need some design work” is not a brief. Knowing what you want, and what your budget is, is vital if you’re going to land on the right creative agency for your business.
We posted something recently that’s worth three minutes of your time: How to be a better client.
In the post, we said, ‘Good clients take their time to think the brief through. They never say things like, “I don’t know what I want, but I’ll know it when I see it”. They get that everything starts and ends with the brief. But, they’re open-minded and happy to have their brief challenged.’
It’s as much for your benefit as it is for the design agency. So get that creative brief straight in your head – even better, get it down on paper.
The dos and don’ts of getting in touch
So, brief in hand, now you need to say “howdy” to your shortlist of three or four creative agencies.
Time is precious, so you’ll want to make this as efficient as possible.
Step 1) First approach
Drop them a line with an outline of what you’re looking for. Make sure you define the scope of the project, timelines and what you want to achieve. And if you want to waste as little time as possible, tell them how much you have to spend.
A lot of clients decide to hide their budget. The logic being, ‘if I get the design agency to give me their price without them knowing how much I’ve got squirreled away, I might get it cheaper’.
The truth is, you’re more likely to get quotes back that are either way below, or way above your expectations – both equally confusing. So, if you’re not willing to share what’s in your design or marketing budget, but the agency asks, at least give them a sensible ballpark to juggle with.
Just like shopping for a new top, you could go to Alexander McQueen, or you could go to Primark (other brands are available). Ultimately you get what you pay for. But be warned, the big names will be charging a premium to cover their overheads.
Step 2) First date
You’ll need to have a chat with the agencies. Get a feel for them as people, as much as asking about their skills and costs.
It’s worth repeating; do they sound like the sort of people you’ll get on with? 9 times out 9, this will be a two-way thing. You’ll be bearing your soul and sharing your dreams, so you need to feel comfortable with them. Fact is, the closer you can work together, and the more you can be yourself, the better the results.
Zoom has changed the game, but if they’re local, it’s worth meeting up for a quick coffee. It’s so much better, when you can look ‘em in the eyes.*
Step 3) Choose, but know what you’re choosing
This is where your good old gut will come into play again. If it’s not giving you jip, you’ve cracked it. You’ve found the right design agency. But before you get into paying deposits and all that, make sure you know exactly what you’re getting.
The design agency should send you a very clear proposal, spelling out exactly what they’re going to deliver, and when. You might even get a contract to sign.
If it’s all done on a sweaty handshake, round the back of a McDonald’s drive in, on a dodgy industrial estate (and you’ve paid for the lot upfront, in used tenners), don’t be surprised if everything starts to fall apart at some point.
You need to take this seriously, so does your agency. First, get the official stuff buttoned down. Then feel free to have as much fun together as is legally possible with your pants on.
I’d say ‘good luck’, but if you’re dealing with pros, you won’t need it.
Want to put us on that short list? Send us your brief.
dollop. creativity with splattitude
*A word of warning
Do not, never ever, not on your nelly, ask the agency shortlist to pitch against each other to win your business.
Why not?
From a practical point of view, creative pitches always fall short – the results are rushed, with scant understanding of what you really need.
From a moral point of view, it’s like asking a firm of builders to have a crack at an extension for free. Then, if you like it, you get them to knock it down, and pay them to build it again properly. Oh, and the other agencies throw a load of time waste down the closet flange. So you end up with two or three bummed out losers and one really p****d off winner.
