By Bahnik Biswas, Head – Operations & Copy Desk, CREATIVE INC. of a global, award winning integrated Brand Management and Digital Marketing agency - CREATIVE INC.
What!!! Are they even different? Don’t they do the same kind of work? Well, that’s what most people think of them. In reality, a branding agency and a creative agency are two different kinds of agencies with different set of work cut out. But, what is it that differentiates the both? Through the article, we have tried to bring forth the clear difference between the both.What!!! Are they even different? Don’t they do the same kind of work? Well, that’s what most people think of them. In reality, a branding agency and a creative agency are two different kinds of agencies with different set of work cut out. But, what is it that differentiates the both? Through the article, we have tried to bring forth the clear difference between the both.
A branding agency follows a holistic approach and is primarily responsible for creating, developing, managing and building brands. It includes creative, design and communication under its gamut of services but heavily focuses on brand strategy. A creative agency, on the contrary, takes care of the content and visual element of the brand by delivering on the complete creative mandate.
It is therefore, extremely important to know the differences in details so that you have sufficient knowledge to make informed decisions on who will help you build your brand. The differences are listed below:
Approach
Branding agency: These agencies usually work at a strategic level. They are responsible for developing a plan or a blueprint on how to address all elements of the brand, its goals and objectives, the right way of communicating with the right audience – both internally and externally. Brand management agencies also develop overarching brand strategies that see a market roll-out via various media & modes.
Creative agency: These agencies, work at a tactical level. They are responsible for developing the communication as well as communicating to the segments that the branding agency directs them through their strategy.
Services
Branding agency: When it comes to services, these agencies will support your brand by carrying out audits of your brand, industry, delve deep into market insights, systems, etc. and then create the best strategy roadmap for your brand’s future.
Creative agency: These are agencies that usually focus on rendering creative solutions and work on campaigns and messaging that garner attention towards the brand through good content for social media marketing platforms or other platforms.
Delivery
Branding agency: These are agencies who focus on increasing profitability for the brand by nurturing, developing and strengthening customer and stakeholder relationships.
Creative agency: While these are agencies that focus on showcasing creativity in their campaigns to attract audiences towards the brand and are not responsible for increasing the profit or sales.
Focus
Branding agency: Such agencies work extensively on collecting data and developing targeted communication across channels to attract prospective customers and also interact with existing customers.
Creative agency: They on the other hand focus on charting out a ‘one-size-fits-all’ approach for all campaigns to reach out to the brand’s audience.
Research
Branding agency: A branding agency uses their knowledge of competitor analytics to strengthen the brand’s competitive advantage.
Creative agency: These agencies will look at what the competition is doing and create campaigns that are based on competitor actions.
Impact
Branding agency: A branding agency will create metrics that will help a brand measure promotions, advertising as well as other activities.
Creative agency: It is difficult to measure their impact because their deliverables are all tactical.
While both types of agencies play a vital role for brands, the choice completely depends on what your brand needs. CREATIVE INC is one such agency that has five specialized verticals and a unique positioning of being a branding agency as well as a creative agency. The verticals are:
1. Brand Management
2. Creative Agency Services
3. Digital Marketing
4. Social Media Marketing
5. AVs & Films
6. Event Management
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