Deciding you need the help of a logo design and branding firm is a great first step. But the next thing your brand needs to do is decide on which firm you’re going to give your business to.
There are a lot of questions to consider when you get to this stage. You have to understand what you’re looking for so you can ask it of your agency.
And luckily, we’ve devised a list of questions and considerations to keep in mind when searching for the logo and branding firm that’s right for you.
27 Questions To Ask Before You Hire A Logo Designer
How Will The Branding Agency Determine Your Brand Building Strategy?
One of the best ways to grow a business and secure returning customers is to facilitate a strong and identifiable brand identity. This will be cultivated through shared values, consistent visuals and company goals that consumers will relate to.
Since the ideal brand identity can be tricky to both nail down AND replicate across every channel, ask questions to make sure the logo and branding agency you choose can successfully achieve this.
Branding stretches far beyond just a logo design, and there are often many areas of a business that are drastically affected by a redesign -- in fact, most internal and external departments are.
From office communication and core values to email marketing, social media marketing and web design, a top branding and logo design agency should have a plan in place for rolling out the new visuals to each corner of the company. The questions below will help determine that.
- What platforms, mediums, marketing campaigns or designs will be affected by the design project?
- How do you plan on ensuring every area has a cohesive new identity? Do you have a discovery and tracking system in place?
- Will you be rolling out the new design all at once, or introducing it slowly?
- Do you have a campaign or initiative in place to introduce the new logo design or brand identity?
- How do you define branding?
- How will you evaluate our brand and determine our demographic?
- What do you think of our brand? What are we doing well and where can we improve?
- What platforms and mediums will be affected by this project?
Who Will Be Working On Your Custom Business Logo And What Is The Logo Design Agency's Creative Process?
As with all outsourced projects, you aren’t just hiring a branding agency -- you’re hiring a team of top design experts and essentially handing them the keys to your business. Therefore, it is imperative that you don’t just vet the logo design agency itself, but screen each employee that will be on working on your project.
The only way to do exceptional work is to hire and nurture exceptional talent. Top branding agencies are well aware of this fact. They are dedicated to bringing passionate, creative individuals into their organizations.
Many agencies seek to differentiate themselves based on the caliber of talent they have on staff by highlighting the experience and thought leadership of their employees.
If experienced, cutting-edge graphic design talent is important to you, make sure to ask to be introduced to members of the team during the pitch process and get a strong sense for the type of work the agency does.
Once you have an understanding of their personal experience, expertise, and the amount of time they will be dedicated to your project, you’ll have a stronger idea of what you can expect if you sign that agency.
Enlisting the best logo design or branding agency forges a long-term partnership -- and, as with any professional union, you need to make sure that that your two processes can blend together to create positive collaboration and help you reach your business goals.
Plus, creative agencies still need organization and structure in place to keep the ball rolling. Ask the following questions to gain a stronger grasp of how exactly the agency and your individual team works together, communicates with you, and marries a beautiful design with a functional brand-building end-result.
- What is your creative process?
- What is your logistical process?
- How will you create a timeline and keep the project on track?
- Who will be my point of contact?
- What process is in place for inter-departmental collaboration?
- How often can we expect meetings, drafts, updates, and deliverables?
- Which team members will be working on our branding project?
- What is their specialty and experience?
- How much of their time will be dedicated to our project?
- What successful projects have they worked on and what was their role?
- What unsuccessful projects have they worked on and what did they learn?
How Much Will The Branding & Professional Logo Design Services Cost?
Unfortunately, there’s not exactly a simple answer for how much branding services cost, but the below questions will help you understand how much your project will set you back.
Price-per-service is, in some regards, the least important aspect of a design project. Nonetheless, you still need to ensure you are staying within your budget while finding the best branding and design agency that provides the attention and assistance to give your business a strong return on investment.
- Do you charge per project or per hour?
- Who and what exactly will I be paying for with that fee?
- Do you have extra fees for meetings, additional strategy assistance, more drafts, etc.?
- What return on investment can we expect from the rebranding?
- How will you determine, measure and report on our goals?
How To Choose The Best Logo Design Company For Your Business
Find A Logo Designer Who Will Help You Set Achievable Goals
Prior to approaching any design firms, take a moment and define your goals internally. Do you want extensive brand awareness or are you aching to improve click-through rates to your website?
Understanding the business objective you need to reach is the key to choosing the best branding and logo design firm for your needs.
These goals aren’t just numbers-related, though. Although the project may change as you learn more about design and meet with various agencies, go into the pitch process with an idea of what you’re hoping to see visually.
Are you unhappy with your logo? Does your digital marketing need a refresh? Would you like stronger graphic design services? The final product will always be stronger for preparing your initial wants and needs in advance.
However, as we mentioned, it is important to know what you’re looking for in an agency, an objective and an identity design, you don’t need to be married to it.
Once you sign on the dotted line and hire a design consultancy, you’ll need to trust them with big decisions that directly affect your company. So, ask plenty of questions!
These questions should run the gamut. See what their definition of branding is, or ask their honest opinion of your company, brand identity or current designs. Then, inquire about how they plan to fully understand and develop your identity and translate that to designs.
A top agency will be honest with you while offering suggestions that will also reach the goals you're striving towards, so don’t be afraid to put them through their paces for as long as it takes for you to feel comfortable or cross them off of your shortlist.
Top Logo Design & Branding Firms
Look At A Brand Design Agency’s Graphic Design & Logo Experience
You know the saying: Talk is cheap. While many big branding agencies will be completely forthcoming, not everyone will. Don't just take them at their word.
Look at both the agency's professional portfolio and client list as well as the possible team members who will be working with your company. This will give you stronger insight into the actual designs they can create, campaigns they can execute and results they can deliver.
What’s more, don’t be put off by a campaign that performed underwhelmingly. Instead, ask the experts what they learned from that project and what they would do differently if they could do it again to see if they heeded this setback as a great learning opportunity for future clients.
After all, as Oprah Winfrey said, “Failure is another stepping stone to greatness.”
Chances are, once you hire a branding or logo design agency, you’ll be working with them closely for an extended period of time. Therefore, it’s in your best interests to learn how they work, where they find inspiration, and how often they plan to work directly with you, too.
Many agencies will be flexible with their clients' wants and needs -- some are laid back and completely trust the firm, while others want to see every draft and possible strategy.
Be totally upfront with a potential design agency regarding your expectations in terms of creation, strategy and execution. The best branding agencies will work with you to create a structured timeline and communication schedule that you feel comfortable with.
Understand A Creative Branding Agency’s Potential Return On Investment (ROI)
At the end of the day, when you enlist a great branding agency, you’re paying for design solutions and a strong return on investment -- not something as simple as a quick single symbol.
Although it may be hard to look past a high upfront cost, you need to understand the business growth possibilities before you sign a contract.
For example, a more expensive agency may result in a drastically higher ROI than a lesser firm with a lower price structure. While one may be better for your budget in the immediate future, the other could breed long-term positive results.
Do your homework, ask in-depth questions, understanding the pricing tiers and ensure you have a strong grasp of each employee's expertise and work history. Doing so will empower you to make the most informed decision that will grow your company quickly.
The Importance Of Hiring A Reliable Branding & Logo Design Company
Not all agencies — especially when it comes to logo design and branding — are the same. They offer different services from different perspectives and different experience levels. Some are more traditional while others push boundaries.
Before you can choose the winning agency, look at your own needs and make sure that both your goals and the abilities of the agency match up.