Three things you’ll learn in this episode:

1. The Importance of Trust and Agency Fit: Both John and Steven highlight the need for trust and strong people skills when vetting agencies. They stress that agencies should not just have the technical capabilities but also demonstrate strong interpersonal skills and transparency in their dealings. Agencies should be willing to listen to clients and not push sales aggressively, which can undermine trust. Additionally, they mention that The Agency Guide prefers to work with niche specialists who are aligned with the client’s specific needs, as they can provide better, more efficient solutions.

2. Matchmaking Based on Compatibility: John Bertino emphasizes the importance of matching agencies and brands not just by their scope of work, but by their personalities and philosophies. He notes that a good partnership requires a balance of alignment and healthy pushback, avoiding mismatches that could lead to difficulties in the relationship.

3. Brand Strategy and Education: Steven highlights that brand strategy is more than just logos and design; it’s about differentiation, alignment with company goals, and impacting multiple areas of the organization, including employee relations and investor trust. Educating clients on the deeper importance of branding is central to their work, helping clients make smarter marketing decisions.

About Steven Picanza and John Bertino:

- Website: http://www.theagencyguide.com/

- LinkedIn: https://www.linkedin.com/in/stevenpicanza/

- LinkedIn: https://www.linkedin.com/in/johnbertino/

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