_{Branding Survival Guide Chapter 2: How to Choose the Right Agency Partner}

1. Define your goals and needs.

Before you start looking for a branding agency, you need to define what you hope to achieve with your brand. Do you need a new brand identity or a re-brand? Do you need help with marketing and advertising? Having a clear idea of what you want to achieve will help you narrow down your options and give a prospective agency a starting point for a proposal.

2. Look for experience and expertise.

Look for a branding agency with a track record of success. Check their portfolio and client list to see if they have experience working with businesses similar to yours with similar deliverables. Consider that “similar” can mean type of business, size of business or even just a business in a different sector with similar challenges and needs.

3. Creativity is key.

You want an agency that can bring fresh ideas to the table and help set your brand apart from the competition. Look at their portfolio of work and consider their creative approach. A branding agency should be able to simply articulate its approach to branding and guide you through the process.

4. Find the right fit.

It’s super important that they’re easy to work with and communicate well. Nobody wants to deal with an unresponsive team or doesn’t listen to your feedback. They should be friendly, fun, open to feedback, and able to collaborate with your team. Spend time in conversation to get a feel for their culture and whether it seems like a fit.

5. Read reviews and testimonials.

Look for reviews, testimonials, and references from past clients to understand what it’s like to work with the agency. This can help you get a sense of their reputation and level of customer satisfaction.

6. Consider your budget.

Start by thinking about how much you’re prepared to invest in the success of your brand. Evaluate the agency’s estimate and have an open conversation. Be sure you understand the pricing structure, proposed deliverables, and terms. Are you in the same ballpark? If not, why not? If the fit is right and they feel like the right team, can the fee hurdle be overcome?