Agencies should also apply the brand principle to themselves.

„What makes our customers tick and what do they value about us?“ 
 When I work with independent agencies on their positioning and marketing, we usually get to this question very quickly. 
 
Interestingly, most people find it difficult to answer this question themselves, even though they ask their customers the same thing. 
This is crucial for agency owners' survival. Firstly, a clear understanding of their clients is the key to building long-term, trusting business relationships. This is invaluable because, instead of constantly fighting for project-based business with often low profitability, the agency can become a long-term partner to its client. This is also a significant advantage for the client, as it allows them to focus their internal resources. 
 
Secondly, patterns emerge regarding the nature and motivations of clients seeking collaboration. Those who uncover these patterns have the opportunity, in principle, to attract more suitable clients through systematic positioning and marketing efforts. Not every client is a good fit for every agency, and vice versa. This is another reason why understanding and identifying clients' motivations and triggers is crucial. Poor alignment in culture, values, and expectations is detrimental, as it primarily generates costs for both parties and will not lead to satisfaction. It is generally not a lack of competence that determines the success or failure of an agency/client relationship. 
 
What concrete steps can I, as an agency owner, take to better control the game? I'm convinced that when clients are seen as equal partners, it's beneficial to engage with them beyond the scope of specific tasks. This helps clients better understand what motivates the agency and how it's evolving. It also helps the agency better understand the challenges clients face. This is a good approach to mutual support, even in areas of expertise that might not be immediately apparent due to the agency's niche positioning. Formats like an annual review meeting, where the agency provides an overview of current trends, or even a kind of "client advisory board," are also suitable for maintaining a productive and collaborative flow beyond day-to-day operations.