Founders, CTOs, and marketing teams are often experts in their technology and business, but they may be new to the brand development process or need external advice on growing their brand. Finding the best startup branding agency for your company is a crucial task that significantly impacts the success of your brand and business.
In this article, we provide guidance on how to choose the perfect partner for your startup's growth while not getting lost in the jungle of branding agencies.
7 criteria to keep in mind when choosing a branding agency
Portfolio: Make sure they have experience in your sector
Start by reviewing the agency's past startup branding projects. Does your business align with any of the sectors they’ve worked in? Branding for B2C differs from B2B or SaaS; and the design of a fintech brand will vary from a health tech brand. An agency experienced in your field is more likely to understand your technology, market requirements, and the preferences of your target audience.
At The Branx, we specialize in branding for startups across North America, UK, and Europe, working with clients from Pre-Seed to Series C stages across various tech sectors.
Reviews: Look for verified third-party reviews
Having millions of followers on Instagram is great, but what about real-world reviews and testimonials? If applicable, check the trust page of the agency for detailed information on awards, nominations, and ratings on platforms like Clutch and G2 with verified third-party reviews. Also, take the time to read customer testimonials, much like you would ask a friend about their favorite lunch spot.
Talking about social media, don’t forget to check the agency’s LinkedIn page. Look for postings about their projects and pay attention to comments or shares from clients. Clients that interact with and praise the team on LinkedIn most probably have been very satisfied with the collaboration. While this kind of investigation takes time, it’s an effort that will pay off in the long run, as you also get to know the strengths of the branding agency.
Process: Check if their process has room for synergy
No matter the context, processes are crucial—they're like a routine that guarantees the smooth flow of actions. However, the challenge with processes is finding the right balance. If they are too rigid, they leave no room for individuality and collaboration. On the contrary, without a defined process, workflows can become chaotic, and important details may be overlooked. A process defined enough to offer a structured framework but agile enough to provide room for creativity, collaboration, unexpected changes, or feedback is crucial to ensure a satisfactory outcome, especially when working with startups.
The agility of startups should be matched by their partners to ensure a successful collaboration. Startups thrive on rapid decision-making and swift execution, which requires partners who can keep pace with their dynamic environment. When partners can adapt to the fast-moving nature of startups, the entire process becomes smoother and more efficient, driving the project towards success with greater speed and precision.
Collaboration: Make sure they keep you up-to-date on the project
Efficient, close collaboration independently of time zones not only accelerates the workflow but also ensures that everyone is aligned and informed. Transparency about the state of the project and the next action steps build trust and a confident environment. Therefore, tools like Loom, Figma, and FigJam, or other design tools, should be leveraged for asynchronous collaboration between the agency and the client. Seamless communication reduces delays, minimizes misunderstandings, and allows for quicker iterations, ultimately leading to better outcomes.
Presentations of designs via video platforms allow the client's team to view the content as often as needed, without the hassle of scheduling a meeting that fits everyone’s calendar.
As a tech startup, you will need to align internally on design and strategic decisions. Therefore, we recommend using tools like Figjam or Miro for smooth and transparent collaboration between designers and stakeholders. Via Figjam, it is easy to collect information, collaborate on design and website proposals, and respond to questions about specific design elements. Clients can indicate their preferences, paste screenshots, share links, and directly interact with team members without becoming stuck in lengthy email threads.
Customer service: Ask about their project management
Excellent communication and smooth workflows between clients and the branding agency are crucial for satisfying outcomes with positive vibes. Therefore, having a dedicated project manager who facilitates collaboration and resolves any project-related doubts, not only from clients but also from the branding team is primordial.
When we founded our agency in 2019, our small team of four managed projects themselves, but as we grew and the workload increased, we realized the importance of having a dedicated person, a project manager, to ensure the success of our startup branding projects.
Cultural fit: Choose an agency with a like-minded team
Just as you seek specific characteristics and personality traits when hiring new team members, you should look for a similar mindset when choosing a branding agency. While you are ultimately contracting a service, that service is only as effective as the people behind it. Regardless of the process or location, you will spend considerable time interacting with them. Whether through emails or video calls, if both parties connect well, communication and collaboration will be much smoother.
While this might not be the first thing that comes to mind, partnering with like-minded people—often from the same generation—can make a significant difference. Of course, this is subjective and depends on many factors, but reviewing the agency’s team can give you a sense of whether the partnership could be successful.
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A good fit also means experience in working with startups: Only by understanding the unique challenges that startups face can a branding team create brands that succeed in the market. Our international team (US, ES, PT, AT) truly speaks startup, having successfully collaborated with over 90 B2C and B2B startups.
Budget: Value comprehensive and transparent pricing
In the startup world, cost-effectiveness is crucial to ensure solid growth. When choosing a branding agency, it's important to ask yourself: What value am I getting for the price I pay? Does it meet the specific needs of my company?
Keep in mind that a transparent process should not bear any hidden fees. Any additional costs should be clearly communicated and approved in advance to avoid unpleasant surprises. Don’t hesitate to ask questions like: How do they track and bill for feedback time? Could there be any unforeseen costs?
At The Branx, transparency is our priority. We have no hidden fees, and if any additional work arises, we always seek written consent before billing for unforeseen requests.
The process is also reflected in the budget. Brand design is not just about meeting client expectations; high-quality design involves finding the right balance between strategy and the client’s preferences. Consider whether the agency's designs are based on strategic decisions and thorough competitor research. Can they explain why they chose a deep blue gradient over a green one?
Designing with in-depth industry research and a solid strategy naturally takes more time than simply making a brand look visually appealing. This balance between quality and speed should be evident in the project timeline as well.
We hope these guidelines help in your search for the right branding agency. Feel free to reach out if you have any questions.