What to Look for When Hiring a Brand Identity Agency

February 23, 2018

As a starting entrepreneur, the brand will be the first thing your customers will come into contact with. The more visually pleased they are, the more chances you’ll have of selling them your services. However, not all of us were born to be digital artists, which is why we need to look for a brand identity agency to make our company visually attractive to others.

Things to Consider in a Brand Identity Agency

So, what do you need to look for when hiring a brand identity design company? What will tell you whether or not they are the best for the job? Well, here are some tips to consider when hiring such a company.

  1. The design of their own website

If someone claims that they can create your brand, then their website shouldn’t be looking like this. If it seems like a child just dropped a jar of glitter and bright colors on their site, then this is not the company that you are looking for.

Avoid any brand identity agency whose website is full of:

  • Flashy animated gifs
  • Comic Sans MS font
  • Annoying counters

A website that has the above mentioned and other similar features is by no means a professional brand identity agency. No company that respects itself will make it look as if a unicorn just threw up a rainbow on their website.

You want to look for the sites that look nice and clean. Sure, some color and delicate designs are recommended – that’s why you want to get brand identity services in the first place. Still, it needs to be in an amount that makes it pleasant – not vulgar.

  1. Experience

When opting for brand identity design, you need to look for a company that has at least two or three years of expertise in the field. Ask them about their education, their credentials, and their experience. If it seems like they’re fluffing their experience a lot, this may be an alarm signal.

  1. Interest

If they look like they couldn’t care less about your company and all they ask for is some instructions to do the task, then this is a brand identity design company that you may want to steer clear of.

It’s important that they make inquiries regarding your business because, this way, they will be able to paint a picture. The knowledge they will get from interviewing you will allow them to create a more authentic brand.

  1. The branding areas that they focus on

Let’s say you have a company that’s supposed to look all serious and strong (such as IT or sports). Make sure that the brand identity agency that you’re trying to hire isn’t specializing in branding girly happy websites that teach you how to craft toys for your kids.

Whether they like it or not, they all recreate things they are familiar with. If they are used with swirls and warm colors, then dark and powerful things may be out of their comfort zone.

  1. The number of revisions they allow each client

When it comes to branding design, no one is expected to get it right the first time. You’d have to be a mind reader. Sometimes, even the client may not know exactly what they want. This is why you need to look for a brand identity agency that offers at least one or two free revisions for each stage.

If they refuse to offer these revisions, then it means they’re a “take it or leave it,” type of company which won’t really want to involve too much with you.

Branding Red Flags You Should Remember

Sometimes, your gut may tell you that something is shady with that brand identity agency. Here are some red flags to look for if anything seems fishy about their services:

  • They are reluctant to offer you any references
  • Their portfolio is weak and incomplete
  • They speak badly about their previous customers
  • They don’t have many questions for you
  • Your gut tells you that something is not right

When hiring a brand identity agency, you should look for everything – good and bad. Proper research may make the difference between receiving a strong, intriguing logo and one that makes the customer say “this seems shady, I’m outta’ here.”

Final Thoughts

When it comes down to it, a brand is an exact reflection of what your company offers. This is why you need to focus on hiring only the best brand identity design company. Many people go with the “cheaper option” just to get out of it easily – but sometimes, this may just be their downfall.

You will want to hire a company that asks for a fair price and that has experience in creating designs for your field. Also, look for someone who really shows interest in the job.