We guess the fall/winter interns are keeping busy at the moment, so we’ll pass the mic for this latest op-ed to an agency VP, namely Brad Carraway, who leads brand strategy at Calabasas, CA-based Mile 9, a decade-plus-old, full service shop that has worked with clients including K-Swiss, Disney XD and Atari.Speaking from one small agency to another, Carraway offers tips on how you can develop your own brand strategy come 2013. Take it away, sir.

December is coming to an end and a New Year is fast approaching. Before your agency toasts in 2013, now’s the perfect time to take a moment to reflect back & focus on what your brand goals are for the New Year. Think of it as a New Year’s resolution for your agency – building a brand strategy for your business.

Developing a brand strategy for your agency is a vitally important, but often overlooked endeavor. Think about it. We do it all the time for our clients – conduct an in-depth market analysis, a competitive brand analysis, consumer insight research, and maybe a SWOT analysis just for fun – all culminating into an integrated brand strategy designed to set brand X apart, break-through the clutter, fuel deeper brand engagement and make the cash registers ring.

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