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How to choose the right branding agency

Posted on 11/01/22
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If you’re like most CEOs or entrepreneurs, you’ve invested your heart and soul into your venture. Your business is often the catalyst for a larger purpose, an extension of who you are and what you believe in, and there’s so much on the line. While there are many facets to growing a business, brand building is one of the most critical.

There will come a time in your journey when you’re ready to develop a new brand, refresh your existing brand, or embark on a total rebrand—and what you’ll quickly realize is that there is a range of options available. The choice is overwhelming, from freelancers on Dribbble and Behance to small boutiques and large agencies. How do you know what to look for? How much should you invest? Who will be a trusted partner?

“No one wants to invest thousands of dollars into a branding partner that falls short. Finding the right branding agency is crucial to your success.”
Sunny Bonnell, Co-Founder, Motto®

Go Deep on Research

When you begin the search for a branding agency, I recommend starting with deep research on five to seven agencies. Spend time reading their case studies, articles, or FAQs. This will help you narrow them by specialty and group them by favorites. Do your diligence and get to know the agency and its capabilities intimately.

Narrow Your List

Once you have your list, reach out to your top 2-3 firms. When you start too broad or with a long list, you’ll quickly become confused about who you spoke to. Start with the top search and send a few inquiry emails to each one. Then pay close attention to their initial interactions with you. Are they responsive? Do you feel like they are excited to speak with you? Those first interactions via email or by phone are revealing.

Come Prepared

Next, get on a video call with your top one or two branding agencies. Please pay attention to how they lead the call. Are you and the agency prepared and done your homework on each other? Do they have excellent questions for you? Do you have great questions for them?

Talk Money

The best Motto® clients are upfront and transparent with their budgets, timelines, and expectations. It’s always recommended to have a good idea of your budget, goals, and timeframe to ensure you’re talking with people who can accomplish your objectives within your level of investment. Being upfront about the budget range is beneficial for everyone involved. That way, no one wastes time if there isn’t a financially mutual fit. On the other hand, many clients don’t fully understand what they’re looking for until they speak to an expert who highlights their issues and needs. So if you need help determining your budget for the work you need, be open-minded to conversations about money to understand what a sensible investment would look like.

Pay Attention to Chemistry

You don’t know what you don’t know — and you have little opportunity to experience an agency’s dedication to service until you start working with their team. But it would be best if you made the most out of those subtle first interactions — first moments between you and a branding partner can be highly revealing about the experience you’ll have as a client.

  • How do they interact with you before the first meeting?
  • Are they timely in initial email exchanges?
  • Do they listen and ask poignant questions in the first call to discuss your needs?
  • How smoothly do the exchanges flow?
  • Do they reschedule, or are they late? Keep getting the time zones mixed up?

Sometimes, there will be natural chemistry. Other times, it will feel like two people set up on a blind date who realize they have nothing in common. Trust your gut. You and your branding partner need to empathize deeply with each other. It will show in the communication and work product if you’re incompatible with people.

Look for Differentiation

Branding is all about differentiation, yet many design agencies have highly undifferentiated portfolios, where the work across clients looks the same. The problem with this approach is that there is so much more to a brand than its look & feel. Can the agency explain what truly makes them different? How will they make you extra in the marketplace? The resulting branding kit should express your company’s unique voice and solve your specific challenges, not just satisfy the firm’s design sensibility or portfolio style.

Ask About Experience

Branding is a process that stretches well beyond the creation of a new logo and color scheme. Your branding partner needs to be well-versed across channels and mediums and able to ideate and implement across various touchpoints.

The seamless intersection of strategy and design can make or break your company’s brand. But just as importantly, how will the brand live in the real world once developed? Some agencies are strong with strategy but not so well-versed in design. Others excel with design but fall short with the approach. You want an agency that can deliver on brand strategy and innovation at an equally high level that aligns with your brand’s bigger picture. A big part of successful branding is the ability to problem-solve with a fresh perspective, no matter the category.

Don’t Look for ‘Yes’ People

Some designers or agencies will do precisely what you say. But a strategic branding agency is willing and able to lead you. A great agency should be committed to making your business successful. They shouldn’t be afraid to step forward, speak up, and say, “Here’s what needs to happen to build a successful brand.”

Branding is complex, soul-searching work. You may feel frustrated through the process as a client, but that’s a good sign. They’ll push you to get uncomfortable and vulnerable, to inspire greatness and achieve greatness.

Greatness is built by collaboratively working together to achieve success. A great agency is created to lead the project, not just to stay on time, budget and scope, but more importantly, to push you to a state that will make your brand more impactful. Agencies that are client-led often result in poor outcomes.

“Greatness is built by collaboratively working together to achieve success.”
Sunny Bonnell, Co-Founder, Motto®

Seek a Branding Process

Great agencies don’t focus on design deliverables first. They focus on the strategic path that will take you from where you are to where you want to be.

Many clients approach Motto® with a need for a name, brand strategy, brand identity, and website. While these deliverables are a significant facet of the engagement, there’s always a deeper business reason motivating the project. We use a consultative approach and our Motto® Method to fully understand our client’s unique needs and gain agreement before demonstrating how our process can meet their needs.

As a potential client, if you’re not heavily drilled to answer questions (some of which may strike you as irrelevant) on the reasons behind the branding initiative, then you probably won’t find the results you want with that agency. It would be best if you were probed to discuss your problems, pain points, fears, desires, hopes, and dreams.

It’s crucial to establish and stick to a process that is flexible but also aligns with your needs early on. Mismatched workflows are killer and could ultimately eradicate the project. How well you and the agency work through those challenges define your relationship’s strength. Don’t look for a ‘yes’ agency —  look for a partner that will hold you accountable, keep you on track, and help you get to where you need to go.

“The bitterness of poor quality remains long after the sweetness of a low price is forgotten.”
Benjamin Franklin

Look for Energy and Passion

We’ve all sat on a call or meeting where energy is low. Those calls are draining. You’re entrusting your branding partner with a significant stake in your business. They must believe in your company and, most importantly, you as an entrepreneur. An excellent branding company will have a team full of passion and excitement to work with you. Running a business isn’t easy — and often, it’s hard to see what your brand will be beyond tomorrow. A strong branding team will help you strategize your company’s growth trajectory — beyond what you’ve built to date, and have fun doing it.

Don’t Let Price Rule

Ultimately, you’re paying for the level of service. You can undoubtedly hire less experienced freelancers to create a logo for under $1k, but you can’t expect strategy or deep dedication for that amount. They don’t get paid enough to work through the extensive strategy process, and most won’t have business strategy experience.

Top branding agencies like Motto® are experts in navigating successful brands from where you are to where you want to go. They’ll nudge you to think more critically and understand who you are, what you need, and your vision. They’ll help you to articulate your messaging and position it in a way that unfolds through every part of your brand. The more time you spend to find the right partner and pay for the level of service and value they will provide, the more likely you’ll be happy and more successful in the long run.

Sunny Bonnell profile picture
By Sunny Bonnell
Founder & CEO Motto®