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11am, Tuesday 23rd February 2021

This is for Agency Hackers members. If your agency isn’t a member yet, please sign up here.

SHARP FOCUS: How Creating a Strong Brand Proposition Helped My Agency Thrive

  • Do you know what you do – and who you do it for?
  • How do you justify your price point in a competitive pitch?
  • We changed our messaging, our case studies, and really put everything behind it.”

“We were just another ‘high-end’ design agency. We didn’t have a point of differentiation “ says Joe Perkins, managing director at Chaptr

“We thought our work alone was enough to win us a deal.”

However, Joe started to find it harder and harder to justify their price point in competitive pitches. He realised that what they needed was a brand proposition.

“Everyone always talks about the fact you should niche but I’d always argued against it because I liked to keep our options open,” he explains. “I think this year has shown the importance of finding a niche or specialism – we needed to do something.”

This was solidified by an identity crisis midway through 2020.

“I got on a team call and asked, ‘Why are we doing this? Who do we want to work with? Who appreciates us? Who have we worked with in the past on projects we enjoyed?”

“It was quite serendipitous because I had a call with another agency owner who was a brand strategist, and he picked apart my argument as to why we shouldn’t niche,” says Joe. “I was left thinking, ‘he’s got me’. I asked him to send me some ideas for how we could help us if we decided we did want to create a brand proposition and be CLEAR about WHO we’re serving.”

Once they had a clear brand proposition, Joe started seeing opportunities everywhere – both with former clients, within his network and with new business opportunities. Everything became focused. 

“We had calls where clients said to us that we were the most expensive option, but it was really important they worked with someone who had done work in this industry before,” he explains.

Being able to focus clearly on exactly what his agency does and what they can offer clients, there was a stronger sense of purpose for Joe and his team – and this has helped sales too.

“I heard someone say that once you create a brand proposition, it’s a bit of a myth to start with, but then it’s what you become. We weren’t clear about who we were, what we did or who we worked with, so we changed our messaging, our case studies, and really put everything behind it,” he says.

“The sales process has been completely different, and it’s so much easier to talk about. Now, we feel confident we can justify a premium price point.”

Joe will be talking to us all about owning what you do, making sure you and your team are on the same page, and how a strong brand proposition helps to create tangible marketing strategies and win competitive pitches – even if you’re more expensive than your competitors.