10 Questions to Ask Before Hiring a Branding Agency

Every agency will present a portfolio, and every portfolio will appear impressive. The following questions reveal more than the work alone.

Attend not only to what is answered, but how.

Question 1: Who Will Perform the Work?

The team presenting the pitch is not always the team delivering the engagement.

What a Good Answer Sounds Like

Specific names, roles, and continuity commitments.

Red Flags

• Vague references to "the team"

• Senior staff in pitch, junior staff in delivery

• No named project lead

Question 2: What Happens If We Do Not Approve the Direction?

What a Good Answer Sounds Like

A defined number of rounds, plus a documented process for resetting.

Red Flags

• "We'll keep going until you're happy"

• No defined limits

• No reset process

Question 3: Can You Describe a Project That Did Not Go Well?

What a Good Answer Sounds Like

A specific example, with reflection on what the agency learned.

Red Flags

• No examples offered

• Blame placed entirely on the client

• Deflection

Question 4: How Do You Manage Feedback from Multiple Stakeholders?

What a Good Answer Sounds Like

Identification of a single decision-maker on the client side.

Red Flags

• "We'll manage it"

• No process described

• Willingness to accept committee feedback

Question 5: What Do You Require from Us?

What a Good Answer Sounds Like

Specific time commitments, decision-maker availability, and materials required.

Red Flags

• Vague responses

• No clarity on client obligations

Question 6: What Is Not Included?

What a Good Answer Sounds Like

Explicit list: website development, print production, photography, rollout.

Red Flags

• "Everything is included"

• No scope boundaries

Question 7: How Are Changes Charged?

What a Good Answer Sounds Like

Hourly, by scope, or by phase — stated clearly upfront.

Red Flags

• Ambiguity

• No written policy

Question 8: Who Owns the Resulting Files?

What a Good Answer Sounds Like

The client owns all files, including source files and licensed typefaces.

Red Flags

• Agency retains ownership

• Fonts licensed only to agency

• Additional fees for source files

Question 9: What Does Handover Involve?

What a Good Answer Sounds Like

Guidelines, templates, source files, and training.

Red Flags

• "A PDF"

• No templates

• No training

Question 10: What Would You Do If You Were Us?

What a Good Answer Sounds Like

A considered view, offered before being retained.

Red Flags

• No opinion

• Agreement with everything

• Deferral to the client

The Decisive Factor

Partners challenge. Suppliers agree. Select the agency that asks you the more difficult questions.

Frequently Asked Questions

How many agencies should I speak with?

Three to five. More than five becomes difficult to compare meaningfully.

What should I look for in a portfolio?

Relevance to your category and evidence of strategic thinking, not just visual quality.

How do I know if an agency is right for us?

They challenge your assumptions, ask difficult questions, and have relevant experience.

What is a reasonable timeline for agency selection?

Two to four weeks, including initial calls, portfolio review, and reference checks.

Should I ask for references?

Yes. Speak with two or three past clients, ideally including one difficult engagement.