Our decision to reposition Stand from an agency to a consultancy when we launched our new website was a natural evolution.
We saw a shift in the work we were asked to do, whilst the perception of what an agency ‘does’ was becoming more limited. Whilst we still had agency in our website and email addresses, we’d been moving in this direction for a while. We found ourselves working as often with founders and CEOs as we did with Heads of Comms on a brief that encompassed far more than communication.
But if the work was already shifting, why bother dropping the “agency” label?
Simply put, we were missing out, especially with prospects who didn’t know us. Traditionally, an agency is seen as a supplier, not a partner, coming in when the brief is decided, not being formed. This isn’t how we operate at Stand. We forge lasting partnerships with our clients to become their trusted consultants, guiding them through the ups and downs, offering advice, and helping them tackle challenges outside our comms remit.
Our Approach
Since the beginning, working with one of the first challenger banks, Shawbrook, we have always focussed on the business challenge rather than the comms challenge. It has enabled us to build brands in new markets and challenge dominance in others.
This approach involves deep collaboration and strategic insight and is one of the reasons why clients take us with them when they move roles, and 100% would recommend us.* We are not alone in this approach, but we felt the agency label confined us to a specific space.
Responding to Market Needs
To inform our repositioning, we conducted a survey of SME business leaders about what was keeping them up at night and how strategic comms could help.
Results showed that the worries shifted as businesses grew – moving from cash flow to culture and from setting up to standing out.
As they expanded, leaders worried about losing touch with their customers, and concerns over public perception grew. This led us to build brand belief. When a company is starting out, the challenge is being known; as it grows, it is about employees, customers and investors believing in it.
Strategic and Insightful
We have always led with insight and strategy, and this was another reason to drop the agency title. We want to do the work more traditionally given to specialist consultants rather than just deliver their recommendations. It might just be the perception of the term agency, but as we tell clients, perception matters.
Embracing the Future
Stand’s repositioning is about recognising our role as partner consultants, helping our clients achieve their goals through an arsenal of analytical tools and advisory services. By adapting to market constraints and evolving client needs, we’re not just keeping up with the times; we are helping our clients to shape them.
*Based on our latest client survey we conducted in 2024