Are you stuck between a rock and a hard place when figuring out how to choose a branding agency? Let’s be honest. It’s not something you do every day. As a matter of fact, it’s not even something you do every year. The worst part is that the term “branding agency” gets thrown around a lot and can mean something different depending on who you ask. At HatchMark Studio, we’ve been creating lasting brands for businesses for years. Naturally, we know that it’s an investment that business owners don’t take lightly. Consequently, this can make choosing the right branding agency a tricky situation. Therefore, in this article, we will discuss how to choose a branding agency and a few key points to consider when shopping around.
What Are Your Branding Goals?
Before you start searching for a potential branding agency, you need to pump the brakes. First and foremost, you need to determine what your goals are for this process. Below are a few things to consider before starting your branding agency hunt.
Think about why you started this process. What brought you to this point? Did someone else tell you to do this? Did you look at the signage in front of your building and let out a big sigh? It’s important to know exactly what set you on this path to remind yourself along the way of your big “why.”
Identify your must-haves and key deliverables. What are you hoping to walk away from this process with? It’s fine if you don’t know the exact answer, but we’ve realized that the overwhelming majority of clients have a rough idea of what they’re looking for. Therefore, you should go into this process knowing what you want.
Identify and gauge key stakeholders on your team. For single business owners, this is less of a chore. However, for people working in a large organization, this is critical. Is there excitement surrounding this idea of rebranding? Additionally, is there a coalition of naysayers already forming in the break room? The branding process takes time and a lot of resources. Undoubtedly, you will need unwavering support from your team to make it to the finish line. Without it, this might not be the best time to start.
Start Researching Potential Branding Agencies
Prepare to be overwhelmed! Seriously. Clearly, there are a ton of branding agencies out there. It seems like there are new ones popping up every day. However, this is good news for you as a client. You’re in the driver’s seat. Take the time to weigh your options carefully. That being said, we’ve put together a list of key points to think about during your search.
Location. Are you trying to support local? Obviously, you will be constrained to the branding agencies in your area. If you’re in a small town, this might mean picking between two teams. Inversely, if you find yourself in New York City or Los Angeles, your options will seem endless.
Budget. There won’t be a lot of agencies out there who post exactly what a brand project costs on their website or social media. However, you know what you have to spend and what agencies you can realistically engage with. Don’t waste your time going after the top agency in Chicago if you don’t have top agency in Chicago money to spend.
Expertise. Believe it or not, there are branding agencies that specialize in certain types of brands. For instance, if you’re a medical system, there are agencies who just do brands in the medical space. However, this doesn’t mean other agencies can’t do a medical brand; it just helps to know that niche agencies are out there.
Website. You can learn a lot about an agency by digging through its website. And we’re not just talking about the words on the screen. There’s a vibe, a level of design, and video production quality. Thus, the care and attention to detail an agency puts into its website can be a reflection of its brand work.
Portfolio. While you’re on the website, track down their case studies and portfolio. You want to see the work they’ve already done. Are they operating at the level you need them to? Additionally, have they ever worked with a brand like yours before? Spend some time here.
Reviews. While we can’t suggest hinging your entire opinion of a branding agency on their reviews, it’s still something to consider. See what satisfied and, for that matter, unsatisfied clients have to say about them.
Start Setting Meetings With Your Favorite Agencies
You’ve narrowed down your search and have a pile of favorites. Now, it’s time to meet these teams. Get those forms filled out and work toward setting up a discovery call. Once you’re in the meeting, you will have a ton of questions. Here are a few we would ask.
What is your process like? Have whoever is on the call explain their process for a brand project. This can be very telling. It will show you how meticulous they are and will be a good indication of their confidence in their process.
Have you ever done branding for a company like ours? Maybe you didn’t see exactly what you had in mind on their website. It’s possible a company just like yours hasn’t made it on the website yet. Ask them if they’ve ever worked on a similar project.
Do you welcome collaboration? This question is great to ask before you get too far with any agency. You don’t want to get involved with an agency that will box you out of the process. Make sure they welcome collaboration and input from their clients to ensure your voice will be heard. At the end of the day, you are the subject matter expert for your business!
How long do brand projects usually take? If you have a launch date in mind, this question just makes good, pragmatic sense. If the agency you’re meeting with can’t even start in the next six months and your launch date is eight months away, it’s probably not going to be a good fit.
Red Flags Brand Agencies Might Look For in Client Meetings
While there are plenty of agencies that might not be a good fit for you, there are some cases when you might not be a good fit for an agency. With that in mind, here are some red flags some agencies might look for in a potential client so you can avoid getting put on the back burner.
Bargain hunting. Everyone has a nephew who can do it at a fraction of the cost. The truth is that most agencies will work within a reasonable budget to make things happen. However, if a client is insistent on getting a “deal” on everything, the agency might not take the project.
When a client doesn’t see the value. Most branding agencies have a proven process they stick to for any brand project. When a client tries to skip steps or always wonders what the “point” is if something, the agency might be hesitant to move forward with the project.
Unrealistic timelines. Branding agencies are used to tight deadlines and working at high speeds. However, as the saying goes, you can only pick two: good, fast, and cheap. Unrealistic and rushed deadlines will often result in a lackluster result. Therefore, some teams might not even begin a project if the timeline is too condensed.
It’s Time to Choose a Branding Agency
Once you’ve met with everyone, a favorite will rise to the top. As soon as you’ve made your decision, make sure to let them know as soon as you’re ready. Branding agencies can get busy, and you don’t want to lose the momentum and excitement. The agency you choose will reach out to you with the next steps and probably have you sign a contract before starting. This is where the fun starts, so enjoy the process and stay engaged!
Final Thoughts on How to Choose a Branding Agency
Branding or rebranding can and should be a fun process. Picking a branding agency is part of that excitement. The bottom line is that you need to find an agency that you vibe with. One that felt like a good fit from the moment you walked into the room or first made contact on that Zoom call. At the end of the day, it’s a true partnership that often doesn’t stop at the end of the branding project. Good luck with your search!
Let Us Handle Your Branding Project
Is it safe to assume that you’re reading this article because you are looking for a branding agency? Well, we’re a branding agency! Furthermore, if you’ve made it this far, you’re already a fan of what we’re doing. At least in this article. We’ve successfully launched a wide range of full brand systems across a multitude of disciplines. Now, we want to hear from you about your branding project! Get in touch with us today to set up a free discovery session. If you’re still on the fence, head over to our case studies to see some of our work. We look forward to hearing from you!
