You've decided to work on your brand. Now you need to choose who to work with. The market offers: large advertising agencies, brand consultancies, design studios, freelancers, digital agencies that do "everything".
How do you choose? The answer starts with a question: what problem are you trying to solve?
The first distinction: strategy vs. execution
Not everyone who talks about brand does the same work. Some do execution (design the logo, build the website). Others do strategy (define positioning, build the brand platform). Most do execution without strategy. Few do both.
For a B2B SME looking for sustainable results, you need strategy first. Execution without strategy produces beautiful things that communicate the wrong message.
The 6 questions to ask a brand consultant
1. "Do you have experience with B2B SMEs in my sector or similar?"
A consultant who has only worked with consumer brands or startups will struggle with industrial B2B dynamics.
2. "What does your work include and what doesn't it include?"
Be clear about exactly what you get: strategy only? Visual identity? Implementation? Website?
3. "How do you measure success of the work?"
If the answer is "beautiful visuals" or "positive feedback", run. You want business results: clearer positioning, more qualified leads, ability to raise prices.
4. "Show me a case study of a project similar to mine."
Case studies reveal what a consultant actually does, not what they claim to do.
5. "How do we work together? Who from my side needs to be involved?"
Brand strategy requires deep company knowledge. A good consultant involves the founder, not just the marketing team.
6. "What happens after the project? Who maintains the brand?"
Brand strategy without maintenance degrades. What does the consultant offer to maintain consistency over time?
Red flags
- Proposes a logo without asking about positioning
- Uses terms like "storytelling" and "brand awareness" without linking them to business results
- Has no B2B client case studies
- Doesn't ask about your customers, market, or competition
- Focuses on aesthetics before strategy
Green flags
- Starts with a discovery/diagnosis phase
- Asks uncomfortable questions about why customers choose you (or don't)
- Talks about positioning before talking about visuals
- Cites specific results from past clients (leads, price increases, expansion)
- Has experience in your type of market
The conclusion that matters
Choosing a brand consultant is choosing a strategic partner. The relationship lasts months and impacts your company for years. Choose based on the questions they ask, not just their portfolio.
