15 Questions to Ask a Branding Agency Before You Sign
The questions that reveal who will do the work, how the process runs and what you will receive.
A chemistry call is your chance to see how an agency really operates. These questions get past the portfolio.
About the team
- Who will lead my project day to day?
- Will the people in this meeting do the work?
- Is any of the work outsourced or passed to juniors?
- How many projects does the lead run at once?
These matter because of a common pattern in agencies: senior people win the work and less experienced people deliver it. See senior-led versus junior-led.
About the process
- What happens in the first week?
- Where does strategy fit before design?
- How many concepts and feedback rounds are included?
- How do you handle disagreement about direction?
About deliverables
- Exactly what files and documents will I receive?
- Do I own the intellectual property on final payment?
- Are fonts and image licences included?
- What do the guidelines cover?
About commercials
- What is the total price and payment schedule?
- What counts as out of scope?
- What support is available after delivery?
Reading the answers
Specific answers are a good sign. Vague ones are not. Ask for a client reference with a similar size and stage to yours, and check the agency on Companies House if you want to confirm how long it has traded.
Looking for an agency? Read the full shortlist on London Brand Guide.
