Why use a communications agency?
Whatever the size of your company, the nature of its ambitions and the resources at its disposal, communication is an essential element in its development, but not the only one.
It is also a way of strengthening your relationship with your customers and your whole environment. It helps to shape your image, enhance your reputation, and feed your positioning and identity - all elements that contribute to the value of your company, and for which calling on the services of an agency can be a wise move. Let's take a look at how this collaboration can be a major asset for your company.
Another perspective
Think of your brand as a book written by you. You know every page, every word. But there comes a time when you need an outside perspective to write the next chapter. It's so easy to lose sight of what's important when you're caught up in the day-to-day. Working with an agency gives you a new and different outlook. A fresh, objective eye, honed by years of experience working with a wide variety of brands. A communications agency brings with it fresh perspectives and innovative ideas. Freed from internal bias, it can identify opportunities and areas for improvement that you might otherwise have overlooked, giving your brand a new lease of life.
Dual expertise
The difference between information and communication is that the communication does not simply tell the truth about a company, a product or an offer. It has to make it interesting, exciting and sexy. And that's where an agency's main contribution lies: in its ability to come up with a way of making information interesting, and therefore likely to be noticed, and then to put it into practice. This is the difference with consultancies, which analyze, dissect, explore and then propose before directing you to experts who produce one for design, another for social networks, a third for web development and a final one for media buying. This dual "design/production" expertise, which is unique to agencies, has become all the more important now that the resources, channels, platforms, media and formats of communication are multiplied, requiring more and more technical skills.
Clear storytelling
Consistency across all your communication channels is a key element in building a strong, recognisable brand. All too often, we think that this is simply a matter of respecting the graphic guidelines. In reality, it's more complex. Everything you say on your website, on your social networks, in the media, in your advertising, in your newsletters, in your videos or in your commercial documents must enhance, confirm and consolidate the positioning, image, style, personality and, more generally, the storytelling that your brand wishes to embody. The agency is the gatekeeper to this consistency, which is essential if you want to create a strong, remarkable brand.
Staying tuned
Every month sees the appearance of a new AI-based platform or tool that is set to revolutionise the world of communications and marketing. And then there's also the need to detect, analyse and understand the major trends in our societies... But that's precisely the role of an agency: to stay on top of all these technical, behavioural and societal developments. They are able to do this because their business brings them into contact with a wide variety of brands, operating in different markets with very different customers, each with their own specific expectations. Thanks to this, and to active monitoring, agencies are able to offer their clients effective and efficient strategies in line with new trends and developments in our societies.
This agility is essential to maintaining effective and relevant communication. In conclusion, using an agency offers many advantages for your business and is often a worthwhile investment. However, you need to spend the time to choose the right agency, one that understands your requirements and can provide you with the support you need to continue writing the story of your brand.
The artwork for this article was created with Midjourney.