Building Your Agency Brand Is Easier Than You Think Juju Hook was a corporate brand strategist for over 30 years, both on the client-side, as well as agency-side. She built a successful boutique agency from scratch in 2000. Her agency developed a reputation for smart, creative work with solid results working with big brands in the banking and auto industries. Today Juju shares lessons on the dangers of letting clients negotiate prices and how you can stop it. She also shares how to be more strategic and get paid for strategy rather than allowing clients to treat your agency like a commodity, and why branding your agency based on your values will help land the best clients.
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3 Golden Nuggets Be invaluable to clients and stop being an order-taker. When you understand the client's financials and goals you move from offering project management to being paid for strategy. Sharing your personal brand helps you align with the right clients. The best branding is built based on values. What do you stand for? What do you believe in? What do you lend your voice for? You already have a brand. It's not a matter of creating it; it's a matter of sharing what already exists. Stop letting clients negotiate prices. You're worth what you're worth based on experience and the value you provide. The only prospects trying to negotiate agency prices are the ones who are not the right fit anyway. Sponsors and Resources Verblio: Today's episode of the Smart Agency Masterclass is sponsored by Verblio. Check out Verblio.com/smartagency and get 50% off your first month of content creation. Our team loves using Verblio because of the ease in their process and their large pool of crowd-sourced writers.
Jason: [00:00:00] On this episode, we talk about how you get more strategic rather than being an order taker? And how can you build your brand around what you stand for? A lot of us struggle with, how do we start, even though we actually do this for clients, but it's a really interesting conversation. And I think you'll really love it.
Hey Juju, welcome to the show.
Juju: [00:00:28] Thank you. I'm happy to be here.
Jason: [00:00:29] I'm excited to have you on. So tell us who you are and what do you do?
Juju: [00:00:33] So I am Juju Hook. I've been a brand strategist for 30 some years. I started out on the corporate side and financial industry and then opened my own agency in 2000. And in 2015, I closed my agency and made a move toward helping women in midlife build theirs.
Jason: [00:00:52] Awesome. And so how did you get started in 2000? Like I, I started our agency in '99, so it was kind of like the wild wild west.
Juju: [00:01:01] So I worked in the financial industry for some years. And then I became a marketing director for Jacuzzi and ran their brands worldwide, 63 countries.
And that was a wild ride. I started in banking and automotive. So yeah. And was raised with car dealers, but hot tub dealers was a whole other deal. That was just a completely different perspective on branding. And then I got pregnant and I had an international job. I was flying all over. It was really, it was just the kind of thing where I knew I was going to either need to take time off work or make a switch on what I was doing.
And so I decided to become a free agent and ended up working for Jacuzzi as a consultant and launched an agency. When my son was an infant.
Jason: [00:01:50] Oh, that's cool. So Jacuzzi was your first client?
Juju: [00:01:53] Jacuzzi was my last job and my first client. Yeah.
Jason: [00:01:56] Oh yeah, I've done that a lot. Like they don't want to lose you. They're like, well, just you're a consultant for us.
Juju: [00:02:03] And strategy is a funny thing, right? Because if you're the one that's been writing the plan, oftentimes that's what they'll ask you to com
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