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Whether you’ve been in business for a while, or are just getting started, you should already know that your company’s brand identity design will have a huge impact on your success.

Imagery not only establishes your brand, but ensures that it stands out from the crowd. So, choose a brand identity specialist with the skills and experience to deliver a concept that’s striking, relevant, and totally unique.

If you’ve started asking around, chances are that you are already overwhelmed by responses. Various designers and brand identity specialists may have reached out to you, and you’re not sure who to select.

So, I’ve put together my top four tips to help you choose the perfect specialist for your branding (or re-branding) project.

Follow my advice below, and you’ll find your ideal professional match in no time at all!

How to Choose the Right Brand Identity Design Specialist

1. Provide a Clear Design Objective

2. Consider the Brand Identity Designer’s Previous Work

3. Seek Brand Identity Design Experience in Your Particular Industry

4. Find the Right Price Point

Two people in a coffee shop discussing brand identity design for targeted advertising

1. Provide a Clear Design Objective

It can be tempting to give total creative control of your branding to your new designer. However, I guarantee that he or she will work more efficiently with some solid input from you.

While you may not know exactly what you want for your brand identity design, you probably know what you personally like and dislike. If you’ve seen a logo or a website that’s tickled your fancy, let your brand identity specialist know.

They will be able to use this design as inspiration for your own concept. If you can’t stand certain colors, shapes, textures, or layouts, tell them now. Communicate this early in the collaboration, rather than allowing the possibility of disappointing work. Your designer will appreciate the direction since it makes their task more straightforward.

2. Consider the Brand Identity Designer’s Previous Work

Don’t be shy to ask for examples of the designer’s previous work to assist in your decision-making process. They should be able to provide you with case studies, testimonials, and a full design portfolio. If they can’t, go elsewhere!

There are technical aspects to brand identity design, yet it’s creative at the same time. Every designer has a unique style. So, you’ll need to analyze the brand identity specialist’s previous designs. Consider whether or not their signature style is a good match for your vision. 

A food photography portfolio for brand identity design that adds to Facebook Ads, Google Ads and more!

3. Seek Brand Identity Design Experience Relevant to Your Industry

To be clear,  I’m not saying to reject a designer simply because they don’t have experience in your niche. Perhaps you have found a talented designer or brand identity specialist.

If you like their work and communicate well with them, you probably feel confident in trusting them with the project. If you’re working in most fields, this is great.

However, it can be reassuring to know that your specialist has previous experience within your specific industry. This is especially relevant if you’re in a white-collar industry like law, accounting, or insurance. These fields are highly competitive.

You will need a polished, professional brand identity design to compete within these industries.  Choose a specialist or designer who can deliver your sector-sensitive aesthetic

Designer working on a great image for your online store from Selz ecommerce for business growth

4. Find the Right Price Point

Branding is central to the success of your business. Without proper branding, you may consequently struggle to come across as a credible, reputable company.

Therefore, it’s definitely worth investing a little more money to achieve the best results. However, resist the temptation to over-spend for the sake of it.

Establish a clear branding budget. Work with a designer who can provide you with what you need without placing an unnecessary strain on your finances.

Also, choose someone who provides clear, transparent pricing to help you stay on budget. This will help with your initial collaboration, as well as future endeavors.

Vintage cash register for pricing options as you develop your brand with Selz advertising services

There you have it! You’re on the path to finding a specialist to take your brand to the next level.

Hungry for more? Check out our guides to branding on a budget!

About the author

Natalie Sullivan

Natalie Sullivan is an experienced graphic designer and brand identity specialist. She’s also the head honcho of Design FX Studio, a Colchester-based design agency that has been supplying top-notch design concepts to clients since 1993.

Check out Design FX Studio here:


  1. Tara Storozynsky

    Great question, Alyssa! Some folks feel confident doing their own branding, and some choose to acquire professional services. If you’d prefer to tackle it yourself, check out this article How to Build Your Brand on a Microbudget. Thanks for checking out FounderU and commenting!

  2. Alyssa

    Do you need to hire someone or can you do it yourself when you’re starting out?

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