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Branding
Brand Identity Agency
Brand Strategy
ARTICLE #138
Table of contents
Questions you should ask when choosing your branding agency
Branding
Brand Identity Agency
Brand Strategy
Written by:
7 min read
Updated on: February 21, 2025
Roo Xu
Chief Growth Officer
Growth Leadership, Team Collaboration, Client Impact, Customer Focus
Roo Xu
Chief Growth Officer
Growth Leadership, Team Collaboration, Client Impact, Customer Focus
Hiring a branding agency feels a bit like picking a companion to shape your narrative and principles. The right partner becomes a strategic ally who truly grasps where you want your business to go, both now and in the future. As with writing a solid job description before interviewing applicants, your quest to find a first-rate agency should be just as thorough. After all, this decision can affect your brand’s entire growth strategy.
Asking the right questions steers you clear of typical pitfalls and leads you to an agency that genuinely complements your values and ambitions. Consider it a series of signposts—leading to brand visibility, a distinct market edge, and a loyal customer base. This list of questions also helps you zero in on agencies that truly ‘get’ your unique challenges and long-term objectives.
Hiring a branding agency feels a bit like picking a companion to shape your narrative and principles. The right partner becomes a strategic ally who truly grasps where you want your business to go, both now and in the future. As with writing a solid job description before interviewing applicants, your quest to find a first-rate agency should be just as thorough. After all, this decision can affect your brand’s entire growth strategy.
Asking the right questions steers you clear of typical pitfalls and leads you to an agency that genuinely complements your values and ambitions. Consider it a series of signposts—leading to brand visibility, a distinct market edge, and a loyal customer base. This list of questions also helps you zero in on agencies that truly ‘get’ your unique challenges and long-term objectives.
1. Understanding agency expertise and differentiation
1. Understanding agency expertise and differentiation
Your key question: “What is your speciality, and what sets you apart from other agencies?”
Some agencies thrive in B2B digital branding. Others might excel in healthcare or technology. It’s not just about what they do—it’s also about whether their strengths match your brand’s direction. The ideal collaboration happens when you recognise an agency’s genuine talent. Perhaps they are fantastic at captivating storytelling. Maybe they’ve nailed digital branding techniques or successfully overhauled well-known brands across several sectors.
What you should look for
Ask for concrete examples of how they’ve established or overhauled a brand in your industry—or in similar circles. Seeing their past endeavours will illustrate their scope, proof of delivery, and creative range. An agency with a history of crafting standout brands (especially in varied fields) brings a fresh perspective that challenges conventions and redefines how competitors perceive you.
Industry-focused agencies are fine, but those with a broader viewpoint often come up with innovative concepts. Keep an eye out for documented successes, such as boosting brand awareness or stronger customer connections. By mixing creative spark with accurate market data, an agency can translate your ambitions into tangible results.
Your key question: “What is your speciality, and what sets you apart from other agencies?”
Some agencies thrive in B2B digital branding. Others might excel in healthcare or technology. It’s not just about what they do—it’s also about whether their strengths match your brand’s direction. The ideal collaboration happens when you recognise an agency’s genuine talent. Perhaps they are fantastic at captivating storytelling. Maybe they’ve nailed digital branding techniques or successfully overhauled well-known brands across several sectors.
What you should look for
Ask for concrete examples of how they’ve established or overhauled a brand in your industry—or in similar circles. Seeing their past endeavours will illustrate their scope, proof of delivery, and creative range. An agency with a history of crafting standout brands (especially in varied fields) brings a fresh perspective that challenges conventions and redefines how competitors perceive you.
Industry-focused agencies are fine, but those with a broader viewpoint often come up with innovative concepts. Keep an eye out for documented successes, such as boosting brand awareness or stronger customer connections. By mixing creative spark with accurate market data, an agency can translate your ambitions into tangible results.
2. Proven track record of branding agency
Your key question: “Can you show case studies or recent work that’s relevant to our needs?”
A portfolio isn’t just a visual history—it’s evidence of real-world impact. Don’t get dazzled by pretty slide decks alone; look for actual outcomes like healthier market share, higher brand sentiment, or record product launches. That’s the real indication of whether an agency’s strategy hits the mark.
What you should look for
When reading their case studies, see if they provide enough detail about goals, hurdles, and the steps taken to adapt in real-time. If they address challenges openly, it’s a sign they can pivot and finetune strategies as the market evolves. Solid case studies often reveal tangible improvements: more engagement, better loyalty, or a noticeable boost in revenue. Agencies that track and share these results show accountability and clarity—two traits you want in any branding partner. A willingness to open up about numbers and methods suggests a level of transparency that can inspire real confidence.
Your key question: “Can you show case studies or recent work that’s relevant to our needs?”
A portfolio isn’t just a visual history—it’s evidence of real-world impact. Don’t get dazzled by pretty slide decks alone; look for actual outcomes like healthier market share, higher brand sentiment, or record product launches. That’s the real indication of whether an agency’s strategy hits the mark.
What you should look for
When reading their case studies, see if they provide enough detail about goals, hurdles, and the steps taken to adapt in real-time. If they address challenges openly, it’s a sign they can pivot and finetune strategies as the market evolves. Solid case studies often reveal tangible improvements: more engagement, better loyalty, or a noticeable boost in revenue. Agencies that track and share these results show accountability and clarity—two traits you want in any branding partner. A willingness to open up about numbers and methods suggests a level of transparency that can inspire real confidence.
3. Aligning the branding process with your business goals
Your key question: “How does your branding process support our wider objectives?”
Different brands aim for different things. You might be gearing up to enter a new region or revamping a dated name for broader appeal. In any scenario, a good agency’s approach will hinge on your unique vision. If they’re flexible enough to adapt branding tactics to match your broader plan, that’s a promising indicator.
What you should look for
Prioritise agencies that start with a thorough discovery phase—diving into your long-term direction, your audience, and what role branding should play in your growth. If they regularly tweak their approach in response to feedback or shifting market needs, that’s a bonus. It shows they’re in it for the long haul.
Ask how they handle unforeseen changes mid-project. A capable agency can adjust messaging, tweak graphics, or switch target demographics on the go. This level of flexibility ensures your final brand identity is not only strong at launch but remains relevant as your company expands or pivots.
Your key question: “How does your branding process support our wider objectives?”
Different brands aim for different things. You might be gearing up to enter a new region or revamping a dated name for broader appeal. In any scenario, a good agency’s approach will hinge on your unique vision. If they’re flexible enough to adapt branding tactics to match your broader plan, that’s a promising indicator.
What you should look for
Prioritise agencies that start with a thorough discovery phase—diving into your long-term direction, your audience, and what role branding should play in your growth. If they regularly tweak their approach in response to feedback or shifting market needs, that’s a bonus. It shows they’re in it for the long haul.
Ask how they handle unforeseen changes mid-project. A capable agency can adjust messaging, tweak graphics, or switch target demographics on the go. This level of flexibility ensures your final brand identity is not only strong at launch but remains relevant as your company expands or pivots.
4. Research and get to know your business
Your key question: “How will you get to know our organisation and what makes us stand out? How does research fit into your approach?”
A reliable brand agency will analyse everything from competitor habits to audience behaviour and any shifts in market demand. This phase sets the base, helping you forge an identity that strikes a chord with the right people and clearly separates you from the rest.
What you should look for
Some agencies go beyond basic fact-finding, incorporating methods like social sentiment analysis or even A/B testing to check reactions. At the end of the day, a brand anchored in robust data benefits from both fresh thinking and proven research. Those who invest in a true “discovery phase” are serious about mapping out your unique offering. This typically involves internal chats, competitor reviews, and focus groups to flesh out an identity rooted in what makes you, well, you. If they’re thorough here, expect a more genuine brand experience down the road.
Your key question: “How will you get to know our organisation and what makes us stand out? How does research fit into your approach?”
A reliable brand agency will analyse everything from competitor habits to audience behaviour and any shifts in market demand. This phase sets the base, helping you forge an identity that strikes a chord with the right people and clearly separates you from the rest.
What you should look for
Some agencies go beyond basic fact-finding, incorporating methods like social sentiment analysis or even A/B testing to check reactions. At the end of the day, a brand anchored in robust data benefits from both fresh thinking and proven research. Those who invest in a true “discovery phase” are serious about mapping out your unique offering. This typically involves internal chats, competitor reviews, and focus groups to flesh out an identity rooted in what makes you, well, you. If they’re thorough here, expect a more genuine brand experience down the road.
5. Timelines, communication, and project management
Your key question: “What’s the usual timeline, how are progress updates shared, and who will be our main contact?”
A successful branding partnership often hinges on clear timeframes, consistent communication, and disciplined project oversight. Any top-tier agency will outline the journey from research to final execution. Regular updates not only keep everyone motivated but also minimise surprises.
What you should look for
Check whether they use project management platforms like Asana or Trello to ensure you can see each phase, give timely input, and track deliverables. A single point of contact (like a project manager) also streamlines requests, so you are not chasing multiple people for answers. Pick an agency that communicates pre-emptively. Issues or slight delays can crop up in any creative process, but how they handle them is the real test. Quick fixes and straightforward updates mean fewer headaches—and a smoother final result.
Your key question: “What’s the usual timeline, how are progress updates shared, and who will be our main contact?”
A successful branding partnership often hinges on clear timeframes, consistent communication, and disciplined project oversight. Any top-tier agency will outline the journey from research to final execution. Regular updates not only keep everyone motivated but also minimise surprises.
What you should look for
Check whether they use project management platforms like Asana or Trello to ensure you can see each phase, give timely input, and track deliverables. A single point of contact (like a project manager) also streamlines requests, so you are not chasing multiple people for answers. Pick an agency that communicates pre-emptively. Issues or slight delays can crop up in any creative process, but how they handle them is the real test. Quick fixes and straightforward updates mean fewer headaches—and a smoother final result.
6. Measuring success and Return on Investment
Your key question: “How do you track outcomes and gauge the overall success of a branding project?”
No brand initiative is complete without ways to evaluate its impact—whether that’s through customer engagement, loyalty, or sales upticks. Credible agencies propose specific metrics from the start and review them once everything rolls out. Numbers can paint a clear picture, but it’s also worth weighing intangible factors like how customers feel about your brand.
What you should look for
Focus on agencies that identify target metrics up front, then revisit them to see if their strategies paid off. Telltale signs could be greater brand recognition, longer customer retention, or livelier social channels. Ideally, they’ll also refine techniques as data comes in, so improvements can continue post-launch. The best agencies marry stats (like revenue increases) with qualitative feedback (like user sentiment). By keeping an eye on both, you get a well-rounded perspective on your brand’s standing and can highlight exactly where you’re making strides—or need a tune-up.
Your key question: “How do you track outcomes and gauge the overall success of a branding project?”
No brand initiative is complete without ways to evaluate its impact—whether that’s through customer engagement, loyalty, or sales upticks. Credible agencies propose specific metrics from the start and review them once everything rolls out. Numbers can paint a clear picture, but it’s also worth weighing intangible factors like how customers feel about your brand.
What you should look for
Focus on agencies that identify target metrics up front, then revisit them to see if their strategies paid off. Telltale signs could be greater brand recognition, longer customer retention, or livelier social channels. Ideally, they’ll also refine techniques as data comes in, so improvements can continue post-launch. The best agencies marry stats (like revenue increases) with qualitative feedback (like user sentiment). By keeping an eye on both, you get a well-rounded perspective on your brand’s standing and can highlight exactly where you’re making strides—or need a tune-up.
7. Specific deliverables and formats
Your key question: “Which files and materials will we receive, and in which formats?”
A major branding rollout often involves new logos, visual guidelines, and extra digital assets—like social media graphics or email templates. Clear expectations about final deliverables (and how you’ll put them to use) prevent frustrations down the line.
What you should look for
Ask for a detailed list of outputs so you’re not left guessing. Do they offer scalable files for different online platforms, plus print-friendly versions? A brand guideline document that covers visuals, tone, and style for each channel is also invaluable for future consistency. Insist on materials that fit both online and offline channels. Thorough guidelines on file formats and usage keep everything looking and sounding cohesive across social media, print ads, and more.
Your key question: “Which files and materials will we receive, and in which formats?”
A major branding rollout often involves new logos, visual guidelines, and extra digital assets—like social media graphics or email templates. Clear expectations about final deliverables (and how you’ll put them to use) prevent frustrations down the line.
What you should look for
Ask for a detailed list of outputs so you’re not left guessing. Do they offer scalable files for different online platforms, plus print-friendly versions? A brand guideline document that covers visuals, tone, and style for each channel is also invaluable for future consistency. Insist on materials that fit both online and offline channels. Thorough guidelines on file formats and usage keep everything looking and sounding cohesive across social media, print ads, and more.
8. Having a problem-solving and crisis-management approach
Your key question: “What is your key focus when dealing with projects that do not go as expected?”
No matter how perfectly you plan, there’s always a chance something could go sideways. Maybe a competitor decides to drop a near-identical product the same week as your big launch, or an emerging market trend shifts your entire strategy mid-project. That’s why it’s crucial to ask any branding agency you are vetting, “How do you handle projects that don’t go according to plan?” If their answer is lots of vague assurances and zero concrete steps, that’s a red flag.
A great agency will be ready with Plan B (and possibly Plan C). They’ll have systems for managing timelines when unexpected delays arise, protocols for swapping out creatives mid-stream if a design falls flat, and a clear process for revising brand messaging when the market suddenly pivots. Instead of scrambling in panic mode, they respond actively with well-honed solutions that keep your branding on track. This kind of proactive problem-solving ability not only reduces the odds of catastrophic failure, it also reassures you that your brand’s future isn’t hanging by a thread every time something unexpected happens.
What you should look for
Ask the agency to walk you through examples of past curveballs—like sudden client priority changes, mid-campaign rebranding, or timing mishaps—and how they tackled them. If they can’t point to real-world case studies where they regrouped and adapted, think twice. You want to see evidence of crisis management in action, whether that’s switching up the creative concept halfway through or completely rethinking a strategy to match evolving market demands. Essentially, look for stories where they turned near-disasters into successes.
An agency that has weathered storms before will demonstrate cool-headed adaptability, whether it’s pivoting on design elements mid-project or revamping marketing tactics to align with new realities. This resilience is the glue that keeps your branding strong—even if everything else is in flux. And at the end of the day, that steady hand under pressure speaks volumes about their capability to safeguard your brand’s image, no matter what’s lurking around the corner.
Your key question: “What is your key focus when dealing with projects that do not go as expected?”
No matter how perfectly you plan, there’s always a chance something could go sideways. Maybe a competitor decides to drop a near-identical product the same week as your big launch, or an emerging market trend shifts your entire strategy mid-project. That’s why it’s crucial to ask any branding agency you are vetting, “How do you handle projects that don’t go according to plan?” If their answer is lots of vague assurances and zero concrete steps, that’s a red flag.
A great agency will be ready with Plan B (and possibly Plan C). They’ll have systems for managing timelines when unexpected delays arise, protocols for swapping out creatives mid-stream if a design falls flat, and a clear process for revising brand messaging when the market suddenly pivots. Instead of scrambling in panic mode, they respond actively with well-honed solutions that keep your branding on track. This kind of proactive problem-solving ability not only reduces the odds of catastrophic failure, it also reassures you that your brand’s future isn’t hanging by a thread every time something unexpected happens.
What you should look for
Ask the agency to walk you through examples of past curveballs—like sudden client priority changes, mid-campaign rebranding, or timing mishaps—and how they tackled them. If they can’t point to real-world case studies where they regrouped and adapted, think twice. You want to see evidence of crisis management in action, whether that’s switching up the creative concept halfway through or completely rethinking a strategy to match evolving market demands. Essentially, look for stories where they turned near-disasters into successes.
An agency that has weathered storms before will demonstrate cool-headed adaptability, whether it’s pivoting on design elements mid-project or revamping marketing tactics to align with new realities. This resilience is the glue that keeps your branding strong—even if everything else is in flux. And at the end of the day, that steady hand under pressure speaks volumes about their capability to safeguard your brand’s image, no matter what’s lurking around the corner.
9. Aligning the values with your company’s culture
Your key question: “What are your main principles, and are they in line with ours?”
Shared beliefs aren’t just nice to have—they can boost morale on both sides. If your brand emphasises accessibility or sustainability, it helps if your agency recognises the importance of those areas. Collaboration flows more smoothly when values line up.
What you should look for
Check out the agency’s history, mission, or even their team culture. If they’ve worked with like-minded companies in the past, they might already have a handle on the approach you need. This is particularly relevant when your brand is associated with specific causes or stances. Look at who they’ve partnered with previously, and see what those clients say about the agency’s ethos. When everyone’s values align, your brand development often feels more genuine, and the final outcome resonates better with customers.
Your key question: “What are your main principles, and are they in line with ours?”
Shared beliefs aren’t just nice to have—they can boost morale on both sides. If your brand emphasises accessibility or sustainability, it helps if your agency recognises the importance of those areas. Collaboration flows more smoothly when values line up.
What you should look for
Check out the agency’s history, mission, or even their team culture. If they’ve worked with like-minded companies in the past, they might already have a handle on the approach you need. This is particularly relevant when your brand is associated with specific causes or stances. Look at who they’ve partnered with previously, and see what those clients say about the agency’s ethos. When everyone’s values align, your brand development often feels more genuine, and the final outcome resonates better with customers.
10. Being up front with pricing
Your key question: “What do you charge, and how do you handle payments?”
It’s important to know the financial side before work starts—especially for big or time-intensive branding undertakings. A transparent breakdown of costs, including extra fees or revision charges, can help you plan without nasty surprises.
What you should look for
Ideally, an agency details each cost step by step, possibly including milestone or retainer schedules. They might offer various pricing models if your requirements are likely to expand. Clarity around these points fosters real trust and lets you gauge value for money. Agencies that speak openly about fees usually make for more trusting partnerships. It prevents arguments over “scope creep” and ensures everyone’s on the same page from kick-off to completion.
Your key question: “What do you charge, and how do you handle payments?”
It’s important to know the financial side before work starts—especially for big or time-intensive branding undertakings. A transparent breakdown of costs, including extra fees or revision charges, can help you plan without nasty surprises.
What you should look for
Ideally, an agency details each cost step by step, possibly including milestone or retainer schedules. They might offer various pricing models if your requirements are likely to expand. Clarity around these points fosters real trust and lets you gauge value for money. Agencies that speak openly about fees usually make for more trusting partnerships. It prevents arguments over “scope creep” and ensures everyone’s on the same page from kick-off to completion.
Frequently Asked Questions
What are the three main brand communication questions?
What does using your brand say about someone? Pinpoint how your brand enhances customers’ identity or aligns with their values.
What’s the one thing they get from you that’s irreplaceable? Highlight the unique benefit or experience only your brand provides.
How do you make customers the hero? Show how your product or service empowers them to succeed or shine.
How to approach a branding agency?
Get to know them: Spend time researching both the agency and the individual you’re contacting.
Personalise your greeting: Always address the person by name. It’s a simple step, but it makes your message feel far more human.
Match the tone: Your writing style should mirror the agency’s vibe—if they’re casual, keep it friendly; if they’re formal, stay professional.
Do your homework: Prove you’ve done more than a quick skim of their website. Mention something specific, whether it’s a project you admire or a point from their blog.
Highlight your value: Clarify what you bring to the table and why you’d make a fantastic addition—especially if you are seeking a placement or internship.
Streamline your portfolio: Quality over quantity. Show your strongest work in a neat, focused presentation.
Choose your words wisely: Be concise yet clear—good communication skills reflect well on your creative abilities.
Who needs a branding agency?
Here are some clear signs that you need a branding agency:
Your strategic roadmap no longer fits current goals.
Engagement or leads are dropping.
You’re overshadowed by competitors.
People can’t describe what you do.
Logos and messaging are all over the place.
Customers don’t “get” you from the start.
Conclusion
Securing the perfect branding agency calls for careful thought—but the rewards can be enormous. By asking the right questions, you’ll quickly weed out agencies that don’t suit your business and zero in on those with the capability, attitude, and principles you need. That means your brand stands a far better chance of thriving in a noisy marketplace.
It’s worth starting with a few informal discussions to gauge whether an agency’s style, approach to communication, and commitment to your objectives match what you have in mind. That initial conversation often reveals more about their true fit than any glossy brochure or online testimonial.
Frequently Asked Questions
What are the three main brand communication questions?
What does using your brand say about someone? Pinpoint how your brand enhances customers’ identity or aligns with their values.
What’s the one thing they get from you that’s irreplaceable? Highlight the unique benefit or experience only your brand provides.
How do you make customers the hero? Show how your product or service empowers them to succeed or shine.
How to approach a branding agency?
Get to know them: Spend time researching both the agency and the individual you’re contacting.
Personalise your greeting: Always address the person by name. It’s a simple step, but it makes your message feel far more human.
Match the tone: Your writing style should mirror the agency’s vibe—if they’re casual, keep it friendly; if they’re formal, stay professional.
Do your homework: Prove you’ve done more than a quick skim of their website. Mention something specific, whether it’s a project you admire or a point from their blog.
Highlight your value: Clarify what you bring to the table and why you’d make a fantastic addition—especially if you are seeking a placement or internship.
Streamline your portfolio: Quality over quantity. Show your strongest work in a neat, focused presentation.
Choose your words wisely: Be concise yet clear—good communication skills reflect well on your creative abilities.
Who needs a branding agency?
Here are some clear signs that you need a branding agency:
Your strategic roadmap no longer fits current goals.
Engagement or leads are dropping.
You’re overshadowed by competitors.
People can’t describe what you do.
Logos and messaging are all over the place.
Customers don’t “get” you from the start.
Conclusion
Securing the perfect branding agency calls for careful thought—but the rewards can be enormous. By asking the right questions, you’ll quickly weed out agencies that don’t suit your business and zero in on those with the capability, attitude, and principles you need. That means your brand stands a far better chance of thriving in a noisy marketplace.
It’s worth starting with a few informal discussions to gauge whether an agency’s style, approach to communication, and commitment to your objectives match what you have in mind. That initial conversation often reveals more about their true fit than any glossy brochure or online testimonial.
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Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®