How to find a branding agency

Your brand is the complete experience that customers have with your business. Branding agencies use strategic thinking, visual design, and compelling brand stories to craft the customer experience and connect with your target audience.

But not all agencies do the same thing. Some focus on aesthetics while others engage in deep research and strategy development. The wrong choice can waste time and money, while the right partnership transforms your business.

At Anthem Branding, we’ve seen what works and what doesn’t. We’ll teach you how to find a branding agency that drives real results. And maybe, by the end, you’ll realize you’re already in the right place.

Step 1: Know what you need

Before reaching out to branding companies, define what you want to accomplish and how much you can invest. This saves time and helps you find the right branding agency for your needs. Start by identifying your objective. Are you launching a new business, refreshing an outdated look, or repositioning in the market?

Branding agencies offer a range of services. Understanding what you need helps narrow your search.

• Brand strategy: Research your target market, define brand positioning, and success metrics, and create a roadmap for business goals
• Visual identity: Design logos, color palettes, typography, and recognizable brand identities
• Brand vision and messaging: Develop your brand architecture, voice, and stories
• Marketing materials: Create business cards, brochures, and promotional assets
• Digital branding: Refine your website design, social media presence, and digital experience
• Packaging design: Design product packaging that stands out on shelves
• Brand guidelines: Document standards for consistent application across all touchpoints

Next, understand the difference between agency types. Creative agencies only handle design and creative solutions. Full-service branding agencies, like us, handle everything from strategy development to execution.

Finally, set a realistic budget. Branding services range from $10,000 – $100,000+, depending on scope and agency expertise. Branding services might seem expensive, but effective branding is an investment in long-term customer relationships and business success.

Step 2: Research agencies

The internet makes finding agencies easier than ever. Branding agencies are abundant, but they’re not all winners. Use multiple sources to build a list of candidates, then filter to find the most promising options.

Professional directories and platforms

Directories vet their listings. They include client testimonials, portfolios, and detailed service descriptions that help you evaluate branding expertise. Here are a few of the best platforms for finding agencies:

• Clutch: Features verified client reviews, project details, and pricing ranges for thousands of agencies
• The Manifest: Sister site to Clutch with additional industry insights and agency rankings
• DesignRush: Curated directory focusing on design and creative agencies
• Agency Spotter: Database with advanced filtering by location, industry, and services
• Sortlist: European-focused platform that matches businesses with suitable agencies

Visual resources

Some websites curate branding firm portfolios. If you already have a visual style in mind, you can use these websites to look for agencies that have done work similar to what you’re looking for:

• Awwwards: Showcases cutting-edge digital branding and web design work
• Communication Arts: Features award-winning creative work across mediums
• Brand New: Reviews and critiques successful branding projects and rebrands
• Behance: Adobe’s creative platform where agencies showcase portfolio work
• Dribbble: Design community highlighting visual design and creative flair

Referrals and networking

This is the classic way to find an agency. Referrals are also highly effective since they cut through manufactured popularity and marketing content. You can:

• Ask other business owners in your network about their experiences
• Contact your attorney, accountant, or business consultant for referrals
• Join industry associations and ask for recommendations in forums
• Reach out to companies whose branding you admire and ask who created it

Red flags to avoid

Not every agency deserves consideration. Watch for these warning signs during your search:

• Portfolios filled with template-based designs lacking originality
• No clear process description or strategic thinking methodology
• Extremely low prices
• Poor communication during initial outreach
• Reluctance to provide references or case studies
• Claims of expertise in every industry and service

At the end of your search, you should have a shortlist of 3 – 5 agencies that meet your criteria. This number allows for evaluation without overwhelming your decision-making process.

Step 3: Evaluate agency fit

Successful branding requires creative flair, strategic perspective, cultural alignment, and meaningful connections between your teams.

Once you’ve made a shortlist, reach out and start some conversations. As you get to know your choices, evaluate each agency across these dimensions:

• Portfolio depth and relevance
• Team expertise and structure
• Process and methodology
• Industry experience
• Communication style
• Cultural alignment
• Range of capabilities

The best branding companies demonstrate strategic thinking beyond aesthetics. They ask probing questions about your business goals, challenge assumptions about your target market, and propose fresh perspectives. Their portfolios show lasting brand impressions and other quantifiable KPIs, not just award-winning designs.

Step 4: Compare proposals and contracts

Once proposals arrive, resist the urge to focus primarily on price. Evaluate how each agency interprets your project and their proposed approach to solving your challenges.

Agencies should provide project phases, clear deliverables, and realistic timelines. They break down their creative process into manageable milestones with specific outcomes. This allows you to choose the agency that can best work with your other marketing or business efforts. Or, you might just realize you like the way a particular agency communicated its proposal.

If you’ve done your due diligence, payment terms are pretty straightforward. Some agencies require upfront payment, while others structure payment around project milestones. Either option is fine as long as you sign a contract.

Review the contract with your lawyer and ask any final questions. Look for contract red flags such as vague deliverables descriptions, unlimited revision clauses, or ownership issues around visual identity assets. You should own your brand elements once the project concludes.

What happens after I find an agency?

Successful branding projects begin with a discovery phase where agencies research your business, target market, and competitive landscape. Expect regular check-ins throughout the branding process. Professional agencies provide progress updates, seek timely feedback, and promptly address concerns.

Remember, effective branding is a collaborative effort. The more engaged you are in the process, the better your results will be.

Why choose Anthem Branding

Ready to skip the hunt and work with a team that gets it? Anthem Branding combines strategic thinking with creative flair to craft compelling brand stories that create lasting connections with your audience. Plus, we specialize in custom apparel and merchandise that bring your brand to life and generate impressions for years.

Our suite of branding services includes everything you need to outclass your market:

• Brand audit: We’ll tell you what’s working, what’s not, and how to fix it
• Brand development: Develop a brand strategy that aligns with your business goals
• Brand identity design: Create visual systems that make you unforgettable
• Rebranding services: Undergo a strategic makeover to level up or enter a new market
• Logo design: We help you develop your most iconic branding asset
• Merchandise design: We create custom products that spread brand awareness
• Packaging design: Produce packaging that jumps off shelves and into shopping carts
• Product label design: Strategize labels that communicate quality and build trust

Let’s talk about how purposeful branding can transform your business into something the competition envies.

Choosing a branding agency FAQ

How do I know if I need retainer-based branding services or project work?

Retainer-based branding services work best for growing companies requiring ongoing branding support, regular brand health assessments, and consistent content creation. One-time projects suit businesses with specific needs, like logo design or refresh projects. Consider retainers if you need strategic partner support beyond initial brand development.

Can branding strategies help my business compete in crowded markets?

That’s what branding agencies do. Powerful branding strategies differentiate you through unique brand values, compelling stories, and distinctive features that competitors can’t replicate. Strategic storytelling and bold design help you stand out, while consistent application across touchpoints builds recognition and trust among target customers.

What role does youth culture play in modern branding?

Youth culture influences market trends, social media behavior, and purchasing decisions across age groups. Creative agencies that understand cultural shifts can create trend brand design and messaging that feels current rather than outdated.

Not every brand needs youth-focused positioning. Your branding requirements depend on your target market.

How do enterprise brands approach branding differently from small businesses?

Enterprise brands typically require comprehensive branding projects across multiple divisions, international brand strategists, and integrated marketing solutions. They often need ongoing brand management and regular check-ins with internal teams. Small businesses focus on core message development and essential visual design elements. They can often hire an agency and let them do the work without constant back-and-forth.

How do branding agencies measure long-term success?

Branding leaders track audience equity, customer loyalty, brand recognition, and long-term customer relationships. Unlike performance marketing, which measures immediate conversions, effective branding builds value over time through emotional connections, market positioning, and sustainable business growth.

How long does a typical branding project take?

Most branding projects take 2 – 6 months to complete. A complete brand refresh project with extensive market research and concept development might require 3 – 6 months, while smaller projects focusing on specific design directions can be completed in 4 – 8 weeks.

What’s the difference between rebranding and brand refreshing?

Rebranding involves reimagining your company’s identity, often changing everything from your name to messaging. A design refresh is less intensive, updating visual elements while maintaining core brand recognition. Companies typically choose a refresh when their visual identity feels dated but still has audience equity, while rebranding addresses business pivots.

What’s the difference between a branding agency and a marketing agency?

Marketing agencies focus on promoting products through campaigns, lead generation, digital marketing campaigns, and social media management to drive immediate sales. Branding agencies develop your core identity, visual design, and strategic storytelling to build long-term customer relationships. Marketing strategies sell what you have; branding strategies define who you are.