Putting on my elder millennial agency-badass hat for a sec to talk branding. After all, branding your business is a big deal. Picking the wrong branding agency or graphic designer can be painful, expensive, and just plain annoying. The truth is that not every designer excels at everything, and that’s okay. Just like tattoo artists, branding specialists have distinct styles and strengths. Forcing someone out of their lane never produces great work.

I can do anything you throw at me, but if you want editorial layouts, print design, or billboard-level drama, that is where I shine. Ask me to make a logo and I’ll do it well, but it’s not what makes my soul do backflips. The key is choosing someone who genuinely excels at the type of branding you need.

These days fast food design tools make people think swapping text on a pre-made design counts as real branding. It doesn’t. So let’s talk about how to avoid scams, sloppy work, and the “designers” who think brand guidelines are optional.

1. Research Like Your Business Depends on It

Look at their portfolio, website, Google and Yelp reviews, Facebook feedback, and even their BBB rating. Check for consistency, clarity, and actual real branding work. A real branding company or agency won’t hide their portfolio. If you’re hunting through old Instagram highlights to find a single logo, keep moving.

2. Read Their Contract Carefully

If someone won’t provide a contract, walk away. A professional branding service outlines the scope, deliverables, timelines, payment terms, ownership rights, revision limits, and cancellation policies. No contract, or an incomplete one means no boundaries and usually lots of headaches later on.

3. Understand Their Revision Process

A vague revision process is a HUGE red flag. Ask how many revisions are included, what counts as a revision versus a new direction, how long revisions take, and how they handle initial concepts that miss the mark. Professionals follow a clear creative process with discovery, strategy, and refinement.

4. Followers Don’t Equal Skill

A big follower count does not guarantee talent or professionalism. Some people go viral for their personality, not their design expertise. Meanwhile someone with a small following might be a branding genius. Social media is not a portfolio. Look at their actual work, not their algorithm-friendly grid.

5. Don’t Rush to Hire

Branding is long term. Take your time. Compare portfolios, schedule calls, ask questions, read reviews, check references, and sleep on your decision. Rushing leads to regret, and thoughtful selection leads to better results.

6. Hire Someone Who Loves What You Need

Look for a branding specialist who gets excited about your type of project. The best designers are obsessed with typography, layout, color psychology, and visual storytelling. You deserve someone who brings passion and precision, not someone casually winging it.

7. Trust Your Gut

Your intuition matters. If communication feels messy or the vibe is off, listen. If the work excites you and the process feels smooth and thoughtful, that’s a good sign. Branding should feel like collaboration, clarity, and creativity.

Don’t Let Fast Food Design Fool You

Choosing the right branding company is about strategy, expertise, professionalism, and alignment. Take your time, read the contract, check the revision process, and look beyond follower counts. Your business deserves a well-crafted brand identity, not a recycled template.

Happy branding!