Recently, we received an inquiry for branding from a local company. They were interested in our fee to build a brand and potentially a website.

After chatting with the potential client, I gave them a range of what the project might need in terms of budget. And we left it at that.

A couple of hours later, the inquirer followed up with an email. They were curious to know why our prices were what they are when GoDaddy can provide them something for a fraction of the cost.

I cringed. Then I took a deep breath. Not everyone understands—or will ever understand—what a branding agency and studio does. And, for a minute I wasn’t OK with that. I can’t tell you what a road engineer does and why they get compensated what they do. I do, however, understand their job is important to keep sink holes and traffic in check. So, even though I don’t understand the mechanics of it all, I understand the value. That’s why I cringed.

How do you explain the value of something to someone who isn’t familiar with the intricacies of what you do?

The differences in what you will get when you work with a branding studio rather than a GoDaddy model, well … here’s a list in not-so-numerical order of importance:

1. Human interaction.
A partnership with a name other than Siri or Alexa, or whatever the newest fad is. And for many small businesses, that also means you’re supporting local business, local people, and, well, local economy. #economicimpact

2. A partnership.
You get to work with a company who will provide an in-depth review of business goals, target markets, and business position. And you get a team of people working to meet your goals from strategic, creative, and relation-based points of view. With someone who cares to nurture your organization, its people, and its goals. Who wants to grow with you.

3. Strategic thinking.
This is not a fit-for-all model. We don’t use cookie cutters. The product is customized to your business goals. It’s based upon real research and analysis. We start with a Creative Brief to ensure everyone is looking at the same finish line, and the details and deliverables get even better from there.

4. Tools and assets.
Not just a logo, but a suite of files for a variety of mediums and uses. A brand manual that helps you navigate your look and your messages with consistency and polish. A support team that helps you maintain or grow your web presence with time.

5. Good and informative conversations.
We’re fun people. If I may say so, pretty funny too. A joy to find in your inbox, even. And I promise our results will be better than Alexa’s.

What makes Redhead different than GoDaddy—or even other agencies—is our people. It’s our core values and strengths. It’s knowing and understanding that the right answer isn’t the prettiest font or most vibrant color. The right answer lies in the in-depth conversations between the client and the team to uncover the position that’s necessary for success.

For clients seeking to set themselves apart from their competition and really connect with their audiences, it takes more than a cookie cutter.