The aim of this final paper is detecting the outreach of corporate branding development process for communication agencies. For this research five of the most recognizable Croatian agencies were selected, two being marketing agencies and three of them public relations agencies. The method of the research applied was in-depth, structured interviews, and the interviewees were representatives of said agencies. Therefore, this final paper is based on the answers of Hrvoje Ratkić from PR365, Mate Rončević from Priredba, Violeta Colić from Komunikacijski ured Colić, Laco i partneri, Davor Bruketa from Bruketa&Žinić&Grey and Tomislav Krajačić from Kofein agency. The research led to a conclusion that branding is an exceptionally important process in practice that differentiates every participant of the market from its competition. Although the interviewees did not confirm the theoretical premise that the process in question needs to be systematic, they emphasized that they manage both their personal and agency's brand in a way that conforms to authenticity of their work, as well as what they excel in the context of the services they offer. The premise that there is a connection between the personal brand of the agency's representatives and the corporate brand was confirmed, and the fact that none of the mentioned agencies wouldn't have been the same with a different set of people was emphasized. The general conclusion of this work is that branding is an indispensable process in the business context, as well as that today, in digital age, more than ever it is important to manage, expose and work on one’s own brand as well as the brand of the organization that one works and acts within.