A Client Guide to Finding the Right Branding Agency.

Building a brand is one of the most important investments your company will ever make. It’s the foundation of your identity, your market position, and your customer connection. Given the stakes, hiring the right design firm isn’t just a decision; it’s a critical strategic choice.

The market is full of agencies, making the vetting process overwhelming. Most design firms work hard to curate their very best portfolios, which doesn’t always reflect the consistency you will experience with your project. So, how do you separate the skilled, strategic partners from the fast-talking, quick-fix design shops? The following is a breakdown of the essential, non-negotiable criteria to consider. We have done our best to build a cheat sheet that bypasses first impressions and gets to what truly matters when taking on a team. From reviewing portfolios to decoding the final proposal, this guide should give you a competitive edge, ensuring you hire a versatile, transparent, and competent firm ready to build your lasting identity.

Why We Are Sharing Our Playbook

Before we dive into the criteria, you might wonder why we have pulled back the curtain. Doesn’t sharing our playbook reduce the likelihood of securing work? We believe the opposite is true for a couple of key reasons:

• Commitment to Transparency: Our primary goal as a firm is to service the client, meaning complete transparency is always on the menu. People like it when you are honest, especially when they are trading their hard earned dollars for a service. 
• Client Empowerment: New entrepreneurs and veteran business owners should have the information they need to compare services on an even playing field. Since the selection process can often feel murky, this information empowers you to make an educated decision.
• Focus on Longevity: We know that creating long-term, sustainable success with your brand requires a lot more than just interesting design. It requires a smart partnership and a commitment to your success.

We’ve been doing this for a while and are confident that, all things equal, we have a team of experts that, if selected, will knock your brand out of the park. 

Nuff Said, now onto the good stuff.

The Power of the Portfolio: Digging Into Case Studies

When you’re researching potential design teams, the very first place to look is their portfolio and case studies. This isn’t just a gallery of pretty pictures; it’s more, think of it as a window into their thought process and capabilities.

The bare minimum is well-executed, high-quality work showcased on their website. But you need to dive a lot deeper than that. What you’re really looking for is adaptability and versatility.

Ask yourself these key questions as you review their work:

• Is there a predominant style? If every project looks aesthetically similar, it could be a sign that the team has a singular “house style.” That’s not a good fit for building a unique brand. You want to see a wide variety of looks, tones, and aesthetics.
• Do they span industries? Does their work seem to skew toward a specific type of business (like tech startups or luxury goods), or does it cross several different industries? A team that has successfully branded a nonprofit, a restaurant, and a software company is more likely to handle your unique challenges.
• Do they cross mediums? Look beyond logo design. Do their case studies include a range of deliverables like video production, web design, packaging, and branding strategy? A team that can handle multiple formats demonstrates a holistic approach to brand building.

Your business is unique, even if you’re not the only team providing your service or product. A versatile and diverse portfolio is a strong signal that the branding team will treat your organization as the unicorn it is. They’ll be able to pull key attributes from your organization’s DNA to create a brand that showcases your distinct value and stands out from the crowd.

First Contact

After you’ve checked out their portfolio, the next step is to reach out. Schedule a call or email them to discuss your project. The speed and quality of their initial response can tell you a lot about how they operate.

A quick reply, ideally within one business day, is a good sign of their professionalism and available bandwidth. If they take a few days, it could indicate they are busy, unorganized, or have limited capacity. This is not always a dealbreaker, but it is something to consider.

Conversely, be wary of a team that responds instantly and seems to have endless availability. This could be a red flag, or it might simply mean they have a dedicated sales team. Either way, this initial communication provides a valuable metronome for how they work with customers and if they view their contribution as a service, not just a product.

You First, Them Later

Your first call or meeting with a potential team should be organized, with a clear beginning, middle, and end. Remember, it’s often the things between the presentations that matter most. A competent team will ask insightful questions, actively listen, and take notes. The conversation should feel like a 70/30 split, with you doing most of the talking. This interaction provides a strong baseline for what communication will be like if you decide to work with them.

The assumption is you’ve already done your research; that’s why you’ve called them. Now, it’s their turn to learn about you. Their primary goal during this meeting should be to understand the scope of the work and your timeline, and to answer any questions you have. The branding team should also be able to outline their entire process for you during this call.

Regarding costs and deliverables, a competent team will need to review your unique project and requirements before providing a proper scope and estimate. In addition they should have recommendations for services and other ways to optimize your deliverables and budget. This information is typically delivered in a formal proposal. Be skeptical of a team that gives you an immediate price or timeline without this initial review; it’s a strong sign you’re getting a canned set of deliverables rather than a custom solution. 

To be clear, a fixed, packaged solution may be exactly what you need right now, and that’s okay. However, there needs to be a roadmap in place so that what you build is scalable. We know you are going to be wildly successful, and you need to plan for what’s next.

If you are contacting multiple firms, as recommended, it is important that you provide the exact same information to each company. If you identify new needs during one of your calls that you weren’t aware of before starting the process. As mentioned, a good team will have suggestions you may want to implement. Communicate these updates to all of your prospects, this step is critical when comparing proposals later. Firms can only produce a proposal based on the scope they are given; if one team is missing information, it will skew your comparisons. If possible you don’t want to be comparing apples to bananas vs. apples to apples.

Critical Questions to Ask an Experienced Team

To get the most value out of the conversation and identify a competent team, use the following questions. Feel free to add your own, but these specifically will give you a good idea of the firm’s structure, process, and overall transparency.

1. What is your discovery and research approach?

• Why this matters: A great brand is built on data and strategy, not just visuals. This question separates teams that follow a process from those who jump straight to design. This will cut down on project timelines and keep budgets tight. 

2. What is a typical set of deliverables for a brand?

• Why this matters: This verifies their understanding of the foundational elements needed for a complete brand system (like a logo system, guidelines, color codes, etc.). There are things you are going to need that you do not know about yet, this will make sure that you get them. 

3. What licenses, fonts, stock, or third-party costs should we expect?

• Why this matters: This reveals hidden costs and ensures you maintain legal ownership and usage rights for all final assets, preventing unexpected expenses later.

4. What is your process from kickoff to launch, and what are the key milestones?

• Why this matters: Clarity on the timeline and milestones demonstrates project management competence and sets proper expectations for the entire project.

5. How big is your team, and what work is in-house versus subcontracted?

• Why this matters: You need to know who is actually doing the work. In-house teams are typically more agile and offer better control, while subcontracting can affect quality and communication consistency. There are exceptions to this for very specific services however where it may be more cost effective or provide a better outcome. If they work with an external team, lean into the why. 

6. What other services does your team deliver outside of branding?

• Why this matters: This helps you understand their breadth of expertise (e.g., marketing, web development) and whether they can serve as a long-term partner. 

7. How many rounds of revisions are included, and how do you manage scope changes?

• Why this matters: Revision limits prevent scope creep and budget overruns. A clear scope change process is really important for protecting your timeline and budget.

8. What is your pricing model and payment schedule, and what extra costs should we expect?

• Why this matters: This confirms the fee structure and ensures financial transparency from the start. 

9. How do you collaborate and communicate during the project? Which tools do you use?

• Why this matters: Good project management relies on predetermined communication channels (Slack, Monday.com, email). Their answer indicates their professionalism and availability.

Decoding the Proposal

While initial calls are great for brainstorming and building rapport, the document that truly defines your partnership is the proposal. This document trumps any previous conversations, ideas, or promises. It is the agreement for the work that is actually going to be done.

When you receive a proposal, here are the non-negotiable elements you should look for:

• Available for questions: In most cases, the firm should book a call and review the proposal with you. This illustrates a commitment to understanding the project, answering questions, and reducing the timeline for edits if needed.
• Professionalism and Organization: Is the document clean, well-designed, and easy to read? If their own documentation is sloppy or difficult to follow, expect the project management and deliverables to be the same.
• Clear and Transparent Costs: There should be a complete and unambiguous overview of fees. You should never have to guess about the price you will be paying.
• Detailed Scope of Work: This is the most crucial section. You must be able to see exactly what you are paying for, what you will receive, and just as importantly, what is not included. Ask questions about scope changes and how they are handled if the process isn’t specifically outlined.
• Process and Feedback Cycles: The proposal should clearly outline the workflow, including every milestone, deliverable, and opportunity for you to provide feedback and request revisions.
• Estimated Timeline: This should be more than just a completion date. The calendar should break down the estimated time for all major phases, including project management, research, design, and revisions.

Pricing Models

To ensure you’re getting good value for your money, you need to understand exactly what you’re buying. Brand deliverables are often malleable, meaning the final price can vary significantly between firms based on industry, budget, expected completion date, and other unique client requirements.

Design firms and branding designers typically use one of two pricing models to solve for this variability. It is crucial to understand these models when comparing proposals to ensure you are truly comparing apples to apples, not apples to bananas.

Flat Rate (Fixed Deliverables)

In this model, the firm is selling a product rather than a custom service. Your brand solution will fit within a predefined package that the firm has designed.

If you require items outside of their standard package, you may need to pay an additional fee (which should be outlined in the proposal), or the service may be entirely outside the firm’s core capability. In this latter case, they may refer you to a partner or require you to find an outside source to complete that part of your project. This is why deep diving into the firm’s capabilities is important; it can save you both time and money down the line.

Flexible Rate (Scope-Based)

In this model, the firm is providing a true service based on your actual needs. This offers a more holistic, custom approach. Based on discovery, the firm distills your dreams into tangible, actionable deliverables.

Since this is a custom solution catered to your actual needs, the package can range from a modest starter brand to a robust, comprehensive solution, with corresponding fees. For example, a client who needs additional support like slide decks, marketing messaging, social media templates, or video assets will differ in time and price from a client who only needs a foundational brand kit to scale later.

Core Brand Deliverables

Regardless of the pricing model, a basic brand should contain, at minimum, the following set of deliverables:

Design Deliverables

• Logo System: Logo lockups (primary, secondary, tertiary) and an icon for small-scale applications (e.g., social media, browser tabs).
• Mockups: Realistic applications of designs to help you visualize real-world usage.
• Color Palette: RGB, CMYK, and HEX values.
• Typeface Selection: Primary typefaces for brand consistency.

Brand Guidelines

• Logo Usage: Clear guidelines for primary, secondary, tertiary, and icon applications.
• Color Palette: Specifications for RGB, CMYK, and HEX profiles.
• Typography: Specifications for headlines, subheads, and body text.
• Application Guidelines: Core principles for consistent branding across all media.

Final Asset Delivery

• Logo Files: In EPS and PNG formats.
• Brand Guidelines: In PDF and EPS formats.
• Accessible Shared Folder: An organized shared folder with all final files.

Cliff Notes (Key Takeaways)

To sum it up, here are the things to remember:

• Portfolio Versatility: Prioritize firms that show a wide variety of styles and industries, demonstrating that they will tailor their approach to your unique brand, not force you into a “house style.”
• Service matters: A quick, professional response indicates strong bandwidth and professionalism. Use the initial call to inform and define the scope. 
• Give them everything. The team has two eyes, two ears and a one mouth for a reason, in a perfect world they should be listening twice as much as they talk. The more information they have the more accurate your bid. 
• The Proposal is the Partnership: The written agreement should be straightforward and easy to navigate. Look for clarity on costs, an explicit scope of work (including what’s not included), and a defined process for revisions.
• Understand Pricing Models: Know the difference between Flat Rate (Product) and Flexible Rate (Service) to ensure you are comparing like-for-like proposals.
• Transparency: Do not proceed without clear answers on licenses, third-party costs, and team structure (in-house vs. subcontracted) or anything else you would like clarity on. After all this is your project, knowing what you are paying for should be the lowest common denominator. 

Hiring the right branding firm is less about finding the cheapest option and more about securing a valuable, long-term partnership. Bet on yourself, trust that you’re going to be successful, and know that doing things right with the potential to scale from the beginning will only accelerate your results. The less you have to build on the fly or retrofit to accommodate what could have been foreseen, the better. The future of your brand depends on selecting a team that offers talent & creativity, transparency in process, competence in communication, and scalability in services. By meticulously vetting their portfolio, asking critical questions, and scrutinizing their proposal, you will get the value you deserve.

This framework isn’t just theory; it’s modeled after the client-first approach we practice daily at Propaganda Creative. Having developed hundreds of brands over the last 15 years, we’ve built a process based on actual work and experience in the wild. A strong process is the foundation of a strong brand, we encourage everyone to expect this as a baseline from their creative partner.

Throw us on your list with a 15-minute fit call.

info@propagandacreative.com

About the Author

Jason Clerget is the Co-Owner and Founder of Propaganda Creative, a Spokane-based full-service design firm.