Choosing a branding agency isn’t a decision to make lightly. You’re putting your business’s image, vibe, and reputation into the agency’s hands, and that requires a great deal of trust and understanding on both sides. Choosing the right agency will help you get the best results, and asking the right questions will help you choose the best agency.
In most cases, companies hire branding agencies for:
- Initial branding
- Rebrands
- Updates to existing packaging
- New product releases
Most branding agencies are equipped to handle some or all of these needs. But they don’t approach them equitably; some are going to be better fits for your brand than others, and asking questions early in the process will help you find the right agency before you move forward.
Let’s break down five of the most essential questions to ask and what you should look for in the answer.
1. What industries do you typically work with?
Why ask: Many branding agencies work best with specific industries. They know those industries inside and out, with many creatives bringing first-hand experience to the process. They’ve usually done the market research, know the audience, and have past data to refer to when figuring out a brand or design that works.
What to listen for: Verify that the industries they work with are in your field or closely related. If they don’t specifically name your industry, ask if they have clients in related fields and how they’ve supported those clients with branding.
2. Do you have samples of your work?
Why ask: This may be the most obvious, but samples show that they have solid experience. All good branding agencies thrive on their portfolios. They’re eager to showcase their work and can usually provide client referrals to accompany any samples.
What to listen for: Take advantage of a chance to see the agency’s samples for yourself. Look for thorough, high-quality work that aligns with your desired style. If possible, ask the agency to walk you through the design process that led to the final product. This gives you more insight into their experience and how they work.
3. What size brands do you typically work with?
Why ask: You want to verify that the agency has experience with a brand of your size. Some branding agencies only work with global enterprises. Others are built to serve smaller companies or startups. The approach can be vastly different, not to mention the costs of enlisting their services.
What to listen for: Ensure they have the size and scale to manage your brand. This helps you trust they can meet deadlines, manage communications, and meet with you in a timely manner if needed.
4. What is your design process?
Why ask: The process is very telling of the thoughtfulness that the agency puts into campaigns. Their process will give insight into their depth of campaigns and set the tone for how much of the heavy lifting they do and any responsibilities on your end.
What to listen for: Look for signs that they do research to learn about your audience and goals and put care into your campaign. Ask deeper questions about what they require of you, your level of involvement, the data they use, and how they come up with branding designs that work for you.
5. How do you charge?
Why ask: This may seem like a straightforward question, but it is important to understand not only what they charge, but also how they charge. Some agencies charge on a per project basis; others are hourly; and some may even require retainers.
What to listen for: Get a clear understanding of what you are paying for. You will want to make sure the payment terms are clear and organized so there are no budget surprises later.
Interview your branding agency first
Hiring a branding agency is a lot like hiring an employee: You’re adding someone to your team and entrusting them with your company image, so it’s essential to ask the right questions to find the best fit.
These questions give you a solid starting point. Before you engage any agency, build on this list and ask customized questions to set you both up for success. Sometimes it’s even beneficial to do a trial—see if you like how they work, what they deliver, and the overall process. It may sound silly, but sometimes the agency/client relationship is one of the longest and strongest!