Small Business

Red Flags to Look For When Selecting a Branding Agency or Freelance Designer

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You spent hours trying to design a new logo in Canva. Then, you tried outsourcing it on Fiver because your biz bestie recommended them for a “budget-friendly option.” Now, you have a logo you hate and a graphic designer who mysteriously disappears. You feel frustrated and stuck. You know it’s time to reach out for help, but where do you turn, and how do you find someone who actually knows what they are doing? Raise your hand if this sounds familiar? Here’s the deal, you could keep going down the “budget-friendly” route and continue ending up with a brand identity that looks just like that and doesn’t represent you and your company. But, if you’re ready to invest in a branding agency or a seasoned freelance graphic designer, you have do have a LOT of options, so it can be hard to know where to turn and who to trust. Whether we are the agency for you or not, we want to help you navigate the selection process.  Today, we break down a few things to look out for when hiring a branding agency or designer.<

Red Flag #1 — No portfolio

We recommend finding an agency or designer with a great portfolio and a diverse one at that. We think the more breadth in the portfolio, the more creativity they can bring to the table. And chances are you won’t get an identity that looks like another one of their clients, which can happen when they only work with a particular niche. A portfolio may reside on their website, or in the age of social media, right in their Instagram feed.

Red Flag #2 — No reviews or testimonials

Reviews and testimonials give you a glimpse into other people’s experiences working with them. Most agencies and some freelancers have Google listings that allow clients to leave reviews. You can also check their social media or a testimonial section on their website, but if they don’t, simply ask if they have any they can share! 

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Red Flag #3 — Lack of experience

We don’t want to hate on green designers; we’ve been there. However, keep experience in mind when selecting an agency or freelancer. Experience allows an agency or freelancer to ask the right questions, make expert recommendations, and better anticipate your business’s needs. 

Red Flag #4 — Talks a lot about them, doesn’t ask about you

If your consultation with an agency or freelancer feels like walking onto a used car lot, please run. A consultation should involve getting to know you and your challenges. If they spend the entire time telling you how great they are, then they may not have your best interests at heart.

Red Flag #5 — A ton of design options

Ok, for any agencies and designers reading this—sorry, but not sorry. The industry standard of showing clients three or more identity options is antiquated. Suppose an agency or freelancer takes the time to understand you or your business. In that case, they should make a thoughtful recommendation and present an identity concept that will speak to you and your audience. Right? Besides, ever heard of decision fatigue? Who wants to have to wade through that many options? In our experience, when you show too many options, clients feel the need to take something from every identity you present. Then, you get the “Frankenstein effect”—where a client puts elements from two or more identities together to create something that a) doesn’t look good and b) doesn’t make sense. A brand identity should feel very intentional, but if it’s not perfect, share your concerns and let the agency or designer guide you toward the right solution.  

Now that you’re sufficiently armed with what to look for and avoid, go and find the lid to your pot. If you are looking for an agency to partner with you, and create a brand identity that showcases your unique value, maybe we’re that lid. If so, let’s chat. If not, godspeed!

Naming Your Business

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Selecting a business name can be a complicated process. We’re sharing our tips on choosing a great name. 

With so many businesses out there, coming up with an original business name seems impossible. Add to that a website domain, matching social media handles, and the option to trademark—many find the name generation process downright frustrating.

If you are going at it alone, check out our list of criteria to consider as you begin the brainstorming process.

Is it easy to read, write, type, and say?

To be creative, you may be tempted to use a name that’s way outside the box. While creativity is always appreciated, avoid misspellings and difficult pronunciations.

Will people make an instant connection between your name and your industry?

While Google is synonymous with searching for something, it has taken a lot of time and money to brand themselves into the mainstream conscious. Made-up, catchy words while fun will leave your audience wondering what it means.

Could your name be confused with another company?

Do your homework! Stay away from similar names in your geographical area and industry.

Does your name have special meaning to you?

People love a great brand story! If you can connect your name to something meaningful, you have an opportunity to humanize yourself and your business to potential customers.

Is your name available?

Before you make your final selection, be sure to check for the name’s availability across government entities and the Internet.

  • USPTO (Trademark Search)
  • Website Domain
  • Social Media Handles
  • Secretary of State & Local Government (For business formation and DBA applications)

Before you make your final selection, test out your name ideas with a group of trusted peers. Keep your group small; too much feedback can be overwhelming. Lastly, make sure you feel good about it. You have to be your brand’s most prominent champion, so make sure you select a name that you feel comfortable shouting from the rooftops!

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