10 Questions to Ask Before Hiring a Branding Agency
Why Choosing the Right Branding Partner Matters
Your brand is your business’s first impression, so it deserves the right hands behind it. The agency you hire should be more than just a vendor, they should be a strategic partner. And, your branding partner should be as invested as you in developing a strong, cohesive brand that differentiates you from others in your industry, improves your online presence, and increases brand awareness.
That’s why choosing the right branding partner matters.
So, the question becomes, how do you find the right partner?
You may find yourself asking Google (or chat gpt) any of the following questions:
“how to choose a branding agency”
“questions for brand designers”
“questions to ask a branding agency”
“what to ask before hiring a designer”
“branding agency interview questions”
Instead, you can just rely on this post for help.
Here at Northwest Brand Design (NBD), we believe in collaboration, strategy, and supporting mission-driven brands. That’s why we are offering the top 10 questions you should ask branding agencies to find the perfect fit—and why the answers matter. (Think of this as a branding agency checklist for your small business or non-profit.)
Let’s jump in—because your brand deserves a partner like NBD who helps you to create a brand you are excited about.
“Design is not just what it looks like—it’s how it works.”
– Steve Jobs
Question 1
What Is Your Branding Process Like?
The branding process is the strategic roadmap to your brand’s success. Of course, having a plan can help you to avoid any future bumps in the road or hiccups. But it also gives you direction, making sure you’re promoting your brand how you want it to be received by your target audience.
The brand process matters because it establishes a clear, thoughtful order of events, so you can experience fewer surprises and better results. The right brand process runs smoothly, while remaining cognizant and fully invested in your goals as a growing or changing brand.
When searching for the right branding partner, keep an eye out for agencies that combine discovery, strategy, design, and implementation. These four parts work together to create a sound, seamless brand strategy focused on getting your brand out there and helping you stand out. You should be included in every step of the process. The right agency collaborates with you, hears you, and helps your brand come to life.
Here’s an NBD Tip: Look for teams that treat strategy and visuals as equally important.
Question 2
How Do You Tailor Your Work to Fit Each Client?
Your brand is your identity, and you’re different from other small businesses or non-profits in your landscape. No two brands are alike, so your agency shouldn’t treat them like they are.
When on the hunt for the right branding partner, you should look for an agency that believes in flexibility, research, and a custom approach.
You’re busy—you’re managing all the day-in and day-out responsibilities of your small business or non-profit. Your branding partner should understand all the responsibilities you have going on and be ready to work with you, not against you.
The right agency should also know your industry. Who are the other players? What makes you stand out? Have they worked with businesses like yours before? What SEO terms will get your name out there?
And, importantly, your branding partner should provide a custom approach. Any work should be tailored to fit you and your identity. Your business or non-profit was not made by a cookie cutter mold, neither should the agency’s approach.
NBD Tip: Ask if they tailor strategy through research, collaboration, and evolving client needs.
Question 3
Can I See Case Studies or Past Work?
Branding agencies should have a portfolio of their work. After all, it’s a testament to what they’ve done. A portfolio shows range and depth, but keep in mind that case studies show results. A case study provides potential partners with a detailed look into a brand's strategy, implementation, and outcomes. Oftentimes, a case study showcases how a brand has established a strong identity that resonated with the target audience.
Your potential branding partner should provide clear before-and-after branding examples and real business growth stories to demonstrate their commitment to developing your brand. Portfolios are nice to show work, but a case study will show how your branding partner puts in the work.
Here’s an NBD Tip: Ask about the why behind the work, not just the visuals.
Question 4
Who Will I Be Working With?
As we said previously, the agency you chose should be your strategic partner. The folks behind the brand should care just as much about your brand as you do. It is your identity after all.
Collaborating with a brand agency to develop your brand is like picking a team for sports. You’re the captain and you want to win. You’ll want a roster of people dedicated to the success of your brand. You want to know who’s on your team—chemistry and communication are key.
You don’t always need the biggest team. In fact, what’s best could be small but mighty teams that prioritize collaboration. You need to make sure that you’re heard and involved in the process. In the end, what matters is your brand, and that an agency is dedicated to its growth and success.
WHY Northwest Brand Design? You’ll always work directly with us. we don’t hand clients off to junior teams.
Question 5
What’s Your Experience in My Industry or Niche?
No one knows your industry or niche as well as you. Your brand is your life’s work. While every brand is unique, some experience in your space is valuable. Certainly, an agency with familiarity in your industry or niche is definitely an advantage!
But, no matter your space, agencies that ask good questions and are eager to learn are the best partners when it comes to branding.
The right agency knows how to gain the best insight, regardless of experience. This is because they know brands—and they know how to make your brand grow and be seen.
So, who do we work with? We specialize in small businesses and purpose-driven non-profits—we get what matters to you.
Question 6
How Do You Approach Brand Strategy?
First thing’s first. Branding isn’t just design—it’s strategy, positioning, and storytelling.
The design is crucial, but strategic brand development lays out the trajectory for the growth of your business or non-profit. It’s the actions you will take to ensure long-term success with your identity in your industry. Brand development leads to brand recognition and a boost in customer preference.
Brand strategy should entail: research, audience insights, messaging, visual identity, and more. Your brand will enter the public sphere and circulate on social media. You need to make sure it finds the right home and target audience, while telling the right story—which is your story, your identity.
NBD Tip: We start with a deep-dive strategy session to align on goals, audience, messaging, and market—setting the stage for powerful, tailored design.
Question 7
What’s Included in Your Packages?
You need to consider what a branding agency can offer you. Remember: they will be your strategic partner.
When reviewing packages from potential partners, note that scope, deliverables, and expectations should be crystal clear. The agency will be your partner, so you need to know in full detail what they bring to the table and what they will help to accomplish (and by when) in order to meet the goals laid out in your branding strategy.
The right partner will provide clear breakdowns of what’s included: logo, typography, brand voice, templates, etc. Their package should address your expectations, while leaving room for flexible add-ons, based on your needs and abilities.
What you should be looking for is this: You should be left with no questions except “When can we get started?”
NBD Tip: We offer customized packages with flexible add-ons to match your goals and budget.
Question 8
How Do You Handle Feedback & Revisions?
Branding is collaborative. You want an agency that listens and iterates.
When you’re partnering with a branding agency, you’re building your brand’s team. You’re the captain of the team, and the agency’s experts are your players who want to help you and your brand win.
Therefore, it’s crucial to partner with an agency that not only understands your brand’s identity and your strategy, but wants to make sure your voice is still heard and respected. Working with a branding agency and developing your brand strategy is a process. When seeking your branding partner, you should make sure they listen and engage in a feedback-friendly process, provide and ask for clarity on revisions, and believe in and practice mutual respect. And the agency should respect your time. They’re part of your team and you should never feel like your wants or needs are a burden.
NBD Tip: We build feedback into our process so nothing feels rushed or ignored.
Question 9
How Will You Help Us Launch & Maintain Our Brand?
A brand strategy lays out the steps to get your brand out there to your target audience. So an important question to ask is how will an agency help you launch your brand, and how they will they help maintain it.
Your brand is ready to go, but you need a branding partner who is invested in its life at launch and after takeoff. Essentially, your brand deserves support beyond the handoff. The right agency will offer launch strategy, brand guides, and ongoing design support. They will be your partner for your brand’s lifecycle, remaining ready to collaborate whenever your brand needs it.
Again, your brand is your identity, and it grows as you grow. When your brand’s ready for launch, it should only signal the next step in your ongoing relationship with your agency partner. Your partner should help you spread your brand.
NBD Tip: we want to be your long-term design partner, offering launch strategy, brand training, and ongoing creative support every step of the way.
Question 10
What Makes You Different from Other Agencies?
With countless designers and agencies out there, how do you make sure you find the right branding partner for you? By asking the agency how they stand out from others.
When choosing a branding partner, you’re choosing a long-term partner, not just a project vendor. You’re building a collaborative team to oversee the development and growth of your brand, with the goal of continued success and finding the target audience for your small business or non-profit.
Keep an eye out for an agency with clear values, a collaborative spirit, and a genuine interest in your success.
The team wins when your partner cares as much about your brand, your identity, as you do. The branding partner you choose should want the same success as you, supporting you beyond launch and celebrating your accomplishments with you.
NBD Tip: We’re more than designers. we’re your strategic partner, creative coach, and biggest cheerleader.
Ready to Find the Right Fit?
Choosing the right branding agency is a big decision, but asking the right questions makes it easier. Look for a partner who sees the whole you: your mission, your goals, and your growth potential.
We care about our client’s brands and we want to help you:
Establish a strong, cohesive brand identity that accurately represents your business and resonates with your target audience
Differentiate yourself and establish a clear and consistent brand messages across all touchpoints
Improve your online presence and make it more engaging and user-friendly
Increase brand awareness, drive more traffic to your website and ultimately, increase conversions and revenue.
We are here to help you build a brand that your customers can trust, that you can be proud of, and that will stand the test of time.
Want to explore how we work?
Book a free 30-minute consultation or explore our portfolio of work to see if we would be a good fit.
